这两年,在淘宝网上打着“原创品牌”旗号的小网店如同雨后春笋般冒了出来,目前已不下四千个,其中,像“裂帛”这样的原创女装品牌也有很多。但是深入分析这些个性十足的淘宝网店可以发现,大多店铺的销售成绩并不尽如人意。的确,对于刚起步的服装设计师品牌或原创品牌,选择网上开店的优势在于节约成本。但对于大部分消费者而言,他们对购买价格明显高于大众品牌的设计师品牌服装有着极高参与度,亲身试穿更能够促成购买行为。因而单纯的线上购物消费方式对设计师品牌的消费存在着不利因素。 In the past two years, small-sized shops featuring the banner of “original brand” under Taobao.com have sprung up like mushrooms. There are currently no fewer than four thousand. Among them, there are also many original women’s brands like “Cracked Silk” . However, in-depth analysis of these full personality Taobao shop can be found that most shops sales performance is not satisfactory. Indeed, for the beginning of the fashion designer brand or original brand, choose online shop advantage lies in cost savings. But for most consumers, they have a high level of engagement with designer apparel whose purchase price is significantly higher than the Volkswagen brand, which is more likely to result in buying behavior. Thus a simple way of online shopping consumption of designer brands there are unfavorable factors.