台灣當代創意市集之發展與消費文化──以「CAMPO生活藝術狂歡節」為例

The Development of Contemporary Fashion Market and Consumption Culture in Taiwan—Focusing on the “CAMPO Art Festival”

本文主要探討台灣近年興起的創意市集（Fashion Market）之文化與其發展過程，包含創意市集之商品風格趨勢、經營理念、消費族群等。以CAMPO 生活藝術狂歡節為例，本文探討台灣當代創意市集的風格與發展。於2006 年10 月和12月，作者分別觀察在台北華山與高雄鳳山兩處的CAMPO 生活藝術狂歡節活動。因其有地域性的差別，以及活動主題之不同，故其現場群眾與環境互動間當有所差異。本研究探討之內容包括：（一）台灣創意市集之起源與發展；（二）當代年輕族群之消費價值觀；（三）創意市集商品趨勢與當代年輕人流行文化之關係；（四）創意市集之經營理念以及產品與消費者之互動模式；（五）創意市集現況問題之分析與建議。

This article is to inquire the culture of Fashion Market and it’s development which growing in Taiwan these years. It includes the trend of the product style, idea of management, groups of consumers etc. The CAMPO is selected as the example to explore the contemporary style and development of Fashion Market in Taiwan. The author observed the two CAMPO activities in Huashan district of Taipei on September 2006 and Fongshan district of Kaohsiung on November 2006. For the difference of districts and themes, the interaction between people and environment might be somewhat different. Thus this article includes:(a)the growth and development of Fashion Market in Taiwan;(b)the contemporary consumption values of the youth in Taiwan; (c)the relationship between the trends of products in Fashion Market and the popular culture of the youth today; (d)the ideas of management and the interaction between products and consumers; and (e)some suggestions for management and development of the Fashion Market in the future.