Purpose

This paper aims to explore how traditional industries revert the trend of decline in sales through rebranding by analyzing the extended case study of the fountain pen industry.

Design/methodology/approach

This study analyzes the marketing in case study of the fountain pen industry through two coordinates – symbolizing status and branding nostalgia. The division of analyses in these categories is supplanted by data, such as linear regression to analyze changes in product characteristics.

Findings

This study finds that the rebranding of the fountain pen in multiple fitting images – status symbol, object of nostalgia and something scarce and unique – is successful in capturing consumer demand, shaping consumer perceptions and help the mature industry locate as well as enter a niche market.

Originality/value

To the best of the authors’ knowledge, this paper is the first one to explore the business development of traditional industry as a case study of fountain pens from the perspective of marketing and consumer behavior.

中文翻译：

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重塑传统行业：钢笔如何进入奢侈品市场

目的

本文旨在通过对钢笔行业的延伸案例分析，探讨传统行业如何通过品牌重塑扭转销量下滑的趋势。

设计/方法论/途径

本研究通过象征地位和品牌怀旧两个坐标来分析钢笔行业的营销案例。这些类别的分析划分被数据所取代，例如用于分析产品特性变化的线性回归。

发现

本研究发现，钢笔以多种合适的形象——身份象征、怀旧之物以及稀缺和独特的东西——进行品牌重塑，成功地捕捉了消费者的需求，塑造了消费者的认知，帮助成熟的行业定位并进入利基市场。 。

原创性/价值

据作者所知，本文是第一篇从营销和消费者行为角度以钢笔为例探讨传统产业商业发展的论文。