买手店是近年出现的以“商业+艺术”为零售模式的一种新消费品牌商业形态，这种商业实践是一种Z世代青年亚文化现象。笔者依据亲身参与和观察体验，分析买手店的线下实体店场景和线上新媒体视觉策略，试图归纳出买手店这种以亚文化资本为形式的运作机制。依据买手店的新消费品牌经验，本文试图将Z世代的消费观与他们的感觉结构连接在一起，从而概括得出Z世代这一群体正在进行的自我建构与个人身份追寻的青年群体感觉结构肌理。

As a cultural phenomenon of Generation Z, boutiques is a new consumer brand business form with "business + art" as the retail model in recent years. Based on the field study conducted by the author, the thesis tends to investigate how the boutiques attract Generation Z consumers online and offline by product planning. The structure of feeling of the Generation Z is analyzed along the line of their consuming pattern in the art boutiques.