抄録
In Japan, a number of traditional craft products have been popular since ancient times. However, over the past few decades, factors such as globalization, changing lifestyles, and the development of plastic products, have created hardship for the craft industry. In response to this problem, some practitioners have tried to create new ways to communicate with younger generations. For example, a furoshiki is a square-shaped piece of fabric. MINOBE INC., a traditional furoshiki maker founded in 1919, once faced severe challenges in selling these old-fashioned items. This paper explains how MINOBE INC. has redefined the furoshiki by designing a new concept called “ARCHITEXTURE,” an innovation bringing the rebirth of furoshiki. Regarding traditional craft revitalization, the value, resonance, strategy and brand scan of crafts are explained from Kansei perspective. The outline of this paper is organized as follows: First, Kansei Value, Kansei Resonance, and the Kansei Value of furoshiki will be briefly discussed. Second, we will analyze the product design strategy of “ARCHITEXTURE” from the Kansei Engineering perspective. Third, a Brand Scan analysis of six quadrants using the 360 degree brand management model developed by Ogilvy and Mather Advertising will be examined.
