本研究主要為探討目前台灣成衣服飾的競爭以及發展狀況。本文主要的探討對象為台灣自創品牌Lativ，針對其經營模式與Uniqlo及Zara這兩大流行服飾比較之間的差異及其競爭優劣勢。本研究以經營模式的分析來其三種品牌上的差異，此三個品牌中以不同經營模式、商品販售有著不同的消費族群，再以問卷之結果分析其Lativ之消費者感觀而後比較Lativ面對的其他競爭。Lativ只做廣告的手法有著明顯的成果但主張不開設店鋪的弱勢逐漸明顯，是可以考慮增設小型店面與其他品牌做競爭。

This study is explore the Taiwan clothing costume competition and development. This article discussion for Taiwan brand Lativ, against their business model with Uniqlo and Zara both comparative differences and its competitive advantages and disadvantages. Analyses of Business model in this study to its three brands, the three brands in different business models, sale of goods with different consumer groups, analysis of the results of the survey, consumer perception of its Lativ and face other competition. Lativ advertising method has obvious results but only favour vulnerable gradually clear to open a shop, can consider creating smaller stores to compete with other brands do.