Razvoj in prepoznavnost rokodelstva skozi kolektivne blagovne znamke, vzpostavljene po modelu ‘Izvorno slovensko’

Abstract

Rokodelski mojstri, združeni v cehe, so stoletja močno držali vajeti v rokah svojih rokodelskih spretnosti, prenašali znanja na rodove vajencev in z rokodelskimi de-javnostmi preživljali svoje družine. Z razvojem industrializacije je tonilo rokodelstvo, država pa po drugi svetovni vojni ni pretirano spodbujala ohranjanja in obujanja ter prenašanja spretnosti na mlade rodove. Izjemen upad števila rokodelcev pa ne velja za sosednje države, kjer je pristen stik roke z lokalnimi gradivi ter odnos rokodelcev z oblikovalci, dobavitelji, tržniki in prodajalci še kako živ.Kolektivne blagovne znamke, vzpostavljene po modelu ‘Izvorno slovensko’, so orodje razvoja podeželja v zeleno, pametno, dostopno in pristno podeželsko destinacijo. Spodbujajo odnos človeka z naravo, z zemljo, lokalno kulturo in gradivi, ki jih je od nekdaj uporabljal pri svojem ustvarjanju in vsakodnevnih opravilih, pa tudi medčloveške odnose, ki temeljijo na deljenju znanj in izkušenj. Delujejo kot podeželski podjetniški inkubatorji, ki spodbujajo k obujanju spretnosti in vključevanju novodobnih rešitev, oblikovanju povezanih izdelkov in storitev, partnerskemu odnosu z oblikovalci ter vzpostavljanju pristnih doživetij s prenosom znanja na vse generacije tako rezidentov kot obiskovalcev.S spodbujanjem radovednosti in prikazom oziroma prenosom rokodelskih (tradicionalnih) znanj v obliki turističnih doživetij se krepita identiteta in razpoznavnost države, rokodelska ustvarjalnost pa lahko spet postane donosna gospodarska panoga. Strokovno vrednotenje rokodelskih izdelkov ter izdelkov unikatnega in industrijskega oblikovanja z lokalno dodano vrednostjo s kratko dobaviteljsko verigo, privlačno zgodbo izdelka, njegovo celostno vizualno po-dobo in navodili za uporabo postaja vse pomembnejše področje prvega nivoja znamk, vzpostavljenih po modelu ‘Izvorno slovensko’.

Keywords

rokodelska dediščina;kolektivna blagovna znamka;Izvorno slovensko;rokodelski izdelki;vodena doživetja;

Data

Language:	Slovenian
Year of publishing:	2022
Typology:	1.17 - Independent Professional Component Part or a Chapter in a Monograph
Organization:	UM FT - Faculty of Tourism
Publisher:	Založba Univerze v Ljubljani
UDC:	338.48:67/68(497.4)
COBISS:	139387395
Views:	43
Downloads:	1
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary abstract:	Handicraftsmen united in guilds passed their knowledge and skills to younger generations throughout centuries, allowing them to support their families and evolve. With the development of industrialization, craftsmanship was in decline and after the Second World War Republic of Slovenia did not promote the preservation, revival or transfer of knowledge and skills. Craft-smanship was subdued and started to decline dramatically due to cheaper massproduced industrial products. However, this does not apply to our neighbouring countries, where genuine hand contact with local materials and the relationship of artisans with designers, suppliers, marketers and sellers is very much alive .Collective brands established according to the ‘Izvorno slovensko’ (‘Authentic from Slovenia’) model are a tool for developing Slovenian rural areas into a green, smart, accessible and genuine rural destinations. They promote human’s relationship with nature, the earth, local culture, materials used and connection with people and daily life. Collective brands act as rural business incubators, encouraging handicraftsmen to reawaken skills, incorporate modern solutions, connect and establish authentic experiences and pass knowledge to all generations of both residents and visitors.Encouraging curiosity and demonstrating traditional handicraft knowledge in the form of experiences can become an important driver for educational and creative tourism in the countryside. With this, the identity and recognisability of the country are strengthened, and national handicraft creativity can once again become a profi table industry. Professional evaluation of handicrafts and products of unique and industrial design with local added value, short supply chain, attractive product story, overall visual image and instructions for use are becoming increasingly important on the fi rst level of brands established according to the ‘Authentic from Slovenia’ model.
Secondary keywords:	handicraft heritage;collective brands;‘Authentic from Slovenia’;handicrafts;guided experiences;
Type (COBISS):	Professional work
Pages:	Str. 57-68
ID:	22454795