文献类型：期刊文献

中文题名：“文青消费观”视域下服饰老字号品牌年轻化建设——以北京瑞蚨祥为例

英文题名：Rejuvenative Construction of Time-honored Clothing Brands from the Perspective of“Consumption Ideas of Hipsters”:a Case Study of Beijing Refosian

作者：白玉力[1]

第一作者：白玉力

机构：[1]北京联合大学艺术学院,北京100101

第一机构：北京联合大学艺术学院

年份：2022

卷号：42

期号：7

起止页码：83-90

中文期刊名：中南民族大学学报：人文社会科学版

外文期刊名：Journal of South-Central University for Nationalities(Humanities and Social Sciences)

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2020】；CSSCI:【CSSCI2021_2022】；

基金：北京联合大学校级科研项目“‘身份认同’视域下北京服饰老字号品牌年轻化研究”(SK30202101)。

语种：中文

中文关键词：文青;消费者视角;服饰;老字号;瑞蚨祥;品牌年轻化;真实性

外文关键词：hipster;consumer perspective;clothing;time-honored brands;Refosian;brand rejuvenation;authenticity

摘要：立足消费者视角并聚焦文青群体,提出围绕文青消费观进行品牌年轻化建设的观点,并结合真实性理论探讨服饰老字号沿此方向实现消费群体代际变迁的可能性和调整方向。具体来说,首先梳理了有关文青价值观、审美观及其影响力的文献;进而以北京瑞蚨祥为案例,分析了文青与服饰老字号两者之间的关联与背离;最后,对如何弥合二者之间的裂隙给出了应对建议,即激活品牌,重塑老字号的品牌真实性,在儒家文化与时尚属性的平衡中延续老字号的古朴诗意。
This paper looks at the potential of“hipster economy”,making arguments of rejuvenating time-honored apparel brands from perspective of hipster consumption.The feasibility and innovation direction are explored by drawing on theories on authenticity and identity.Specifically speaking,firstly,a review of documentation about hipster values,aesthetics and market influences alike are conducted.On this basis,taking Refosian as the representative of Chinese time-honored apparel brands,this paper analyzes the overlap and disjoint between hipster and the aging apparel brands.Furtherly,solutions about how to bridge the gulf between the two are discussed,i.e.by rejuvenating the brands and reshaping the brand identity,we keep the balance between the Confucian culture and fashion trend.