H&M 於全球的年度銷量及品牌價值皆持續提升，但成長率卻逐漸減緩，此趨勢是否會影響未來的整體價值及其台灣市場？因此，本研究以生活型態分析品牌之消費者特徵，並透過品牌形象及情境瞭解其偏好與需求，欲助品牌於台灣市場及眾多競爭者中脫穎而出。本研究先以問卷調查法，得有效問卷268 份，並依敘述性統計、信度、因素分析、相關及迴歸分析得出結果，再經由深度訪談法加以瞭解消費者感受，其結果依消費者特徵分為「流行衝動」、「親友依賴」、「社交成就」及「精打細算」四種型態，研究發現不同生活型態確實對於品牌形象及情境感受有不同影響，並以「溝通情境」最為明顯，呈現正負不同影響。最後，本研究依據分析及訪談結論，給予品牌建議。

H&M's annual sales and brand value in the world are on the rise, but the growth rate has gradually slowed down. Will this trend affect the overall value of the future and its Taiwan market? Therefore, this study analyzes the characteristics of the brand with the lifestyle, through the brand image and context to understand their preferences, to help the brand and many competitors stand out in the Taiwan market. In this study, 268 valid questionnaires were used in the questionnaire, and the results were analyzed according to narrative statistics, reliability, factor analysis, correlation and regression analysis. The results were analyzed by the depth interview method also. The study found that different forms of life do have different effects on the brand image and the feelings of the situation. In the end, the conclusion and recommendation based on this study.