Abstract
With the fast growing development of China market, Taiwan is facing the greatest opportunities and threats at the same time. In the past twenty years, Taiwan was so proud of creating her economical miracle in the world. However, China is following the Taiwan’s steps in much larger scale with more competitive costs of labor and land.For one part, Taiwan’s traditional enterprises find the new sources of competitiveness in China for OEM and ODM types of businesses. With the much larger scale of the China domestic market, is OEM or ODM type of business still the destiny of Taiwan enterprises to search for the very limited profit of manufacturing ?In fact, some of the Taiwan enterprises learn to search for the marketing profit through forming strategic alliances with International named brands or creating their own brands. To establish a named brand requires a very professional and quality teamwork. How to create the brand equity instead of brand debt is the key for an enterprise to succeed. Always the customers are the final judges by the brands they see in the market. Brand becomes the final indicator for an enterprise to evaluate her business activities. So the management has to improve and maintain the consistency from R&D, design, material, manufacturing to marketing activities. To cooperate with French, Italian, American or Japanese enterprises to learn the know-how of brand building activities provides Taiwan fashion enterprises another alternative to upgrade in facing the International stiff competition nowadays.We may learn it easily from our daily life that foreign brands have already invaded into our everyday activities. In this research, we study the cases of Maxim’s, Fauchon, Dalloyau, Louis Feraud, and Rochas - French luxurious brands - about their brand building activities, and then discuss how Taiwan fashion enterprises may do about developing new markets to increase their business value.