Research on the Market Adaptability of Rongchang Summer Cloth Product Innovation Under the Intervention of Modern Design Language

This paper takes Rongchang Summer Cloth as the research object, focusing on the market adaptability of its product innovation under the intervention of modern design language. Based on cultural consumption theory and design value theory, it constructs an analytical framework of “design innovation–market segmentation–value adaptation”. Through case analysis and theoretical deduction, it proposes four core market segments for Rongchang Summer Cloth: cultural elites and collectors, new middle-class and lifestyle consumers, designers and creative classes, and Generation Z and national trend enthusiasts. On this basis, it elaborates on five core design innovation methods–symbol translation, material reengineering, structural innovation, functional crossover, and narrative empowerment–and their dynamic adaptation paths with each market segment in terms of value demands, functional needs, and price perception. It proposes that market adaptation is a precise value co-creation behavior, whose essence lies in transforming the cultural and aesthetic value created by design innovation into a value that can be perceived, recognized, and paid for by specific target consumers through appropriate channels and narratives. This paper aims to provide theoretical support and practical references for the coordinated development of cultural inheritance and commercial value of Rongchang Summer Cloth in the context of cultural confidence and consumption upgrade.