在政府推動以品牌、設計為主的創意知識經濟下，許多台灣本土時裝設計師積極進軍時尚產業，甚至走向國際舞台。然而全球經濟環境越來越複雜，消費者消費行為也隨之改變，新型態的M 型消費出現，使得台灣設計師在面對這些變化時，必須認真思考市場區隔、目標顧客、定位；及何種創新模式來經營以突顯其價值差異。本研究以Gary Hamel 的創新經營模式架構，選擇符合「新奢華品牌」要素的國內女裝品牌─GIOIA PAN 、Shawnyï、SHIATZY CHEN 做多個案深度訪談，以找出該品牌創新經營模式中每個構面突出與不足的地方。研究發現，國內新奢華服飾品牌的價值主張上都能與全球發展接軌；但在價值主張的傳遞與獲利營收的構面上表現較無獨特創新之處。另外，「創新經營模式」與「新奢華品牌定位要素」有密切的關係融合；而公司獲利則建立在四個基礎上：一、以品質為本的價值主張。二、適當的價值網絡配置。三、顧客利益、顧客介面及收費結構是創造產品獨特性與奢華主義氛圍主要的元素。四、公司疆界的釐清是帶給顧客成功購物體驗重要的前提！

Taiwan government has been strongly promoting design and brand because she realizes these are two key issues in competing in the creative knowledge economy world. This policy, directly or indirectly, help many Taiwanese designers entered the fashion industry, no matter in domestic market or international market. However, the increasing complexity of the world economy the fast changing consumer tastes and the new emerging M type society has brought great challenges to those designers. Therefore, this study focus on fashion companies focusing on “New Luxury” customers. Also, how to create an innovative business model is critical for them to compete successfully in the future. Therefore, to study how and what innovative business model that these fashion designer companies are using is worthwhile exploiting. This is a case base study with in-depth interviews. In this research, we use Gary Hamel’s innovative business model with some modifications after thorough literature reviewed. Three cases, GIOIA PAN, Shawnyi, and SHIATZY CHEN were chosen to examine whether they meet the “New Luxury” market. The findings of research are: The performances in value proposition of these three cases are well recognized, but less perceivable in value network and customer interface. Also there is a close relationship between the new business model and the essential elements of “new luxury brand”. The company’s profit is built on :(1) high quality the value proposition ; (2) suitable configuration of value network; (3) customer benefit, customer interface and pricing structure are three key elements to create the unique product and luxury style; (4) clear company boundaries is essential in creating successful shopping experience.