綠色商機下時尚產業創新創業策略之探討 —以Story Wear 品牌為案例

Abstract

在全球面臨氣候變遷、資源耗竭與永續發展壓力之下，「永續時尚」逐漸從理念倡議走向產業實踐，綠色商機亦成為新創品牌與既有企業轉型的關鍵機會。特別是在高污染、高耗能的時尚產業中，永續創業的實踐模式與策略愈顯重要。本研究聚焦於永續時尚品牌的創新與創業策略，並以台灣社會企業型品牌 Story Wear 為個案，深入探討其於循環經濟與綠色浪潮中所展現的營運模式、策略選擇與市場擴張途徑。本研究採質性研究法，結合次級資料分析與四位關鍵利害關係人的深度訪談，包含創辦人、營運高層、社會合作夥伴及產業學者。分析架構採用商業模式九宮格（BMC）與 Ansoff 矩陣，並輔以 SWOT 與 TOWS 分析，系統性歸納個案品牌之核心競爭力、創新作法與可複製潛力。研究結果顯示，Story Wear 以其人本導向的循環供應鏈、跨界行銷策略與社會參與模式，成功建構永續價值主張並切入 B2B 與 B2C 雙軌市場；同時也揭示當前永續品牌在資源整合、消費者教育與政策連結方面仍具挑戰。本研究除補充台灣永續品牌之理論與實務研究缺口，亦為未來永續創業實務操作與政策推動提供具體建議。

Under the global pressures of climate change, resource depletion, and sustainability imperatives, “sustainable fashion” has evolved from an idealistic proposition into a practical transformation for the fashion industry. This study explores innovation and entrepreneurship strategies in the context of green business opportunities and circular economy trends, with a focus on the case of Story Wear—a Taiwanese sustainable fashion brand with strong social enterprise characteristics. Using a qualitative research approach, this study integrates secondary data analysis and in-depth interviews with four key stakeholders: the founder, senior management, a social impact partner, and an industry expert. The research framework is based on the Business Model Canvas (BMC) and Ansoff Matrix, complemented by SWOT and TOWS analyses to systematically investigate the brand’s core competencies, strategic actions, and potential for replication.The findings reveal that Story Wear has built a human-centered circular production model and applied innovative cross-sector branding strategies to engage both B2C and B2B markets. Despite its success, challenges remain in terms of resource allocation, consumer education, and policy alignment. This study contributes to the theoretical literature on sustainable entrepreneurship in Asia, while also offering practical insights for policymakers, industry practitioners, and emerging sustainable brands.