Abstract
From the standpoint of label deconstruction and reconstruction, this research seeks to discover how the independent bookshop Librairie Avant-Garde not only survives but also thrives in this era, whilst other shops are dying slowly. It adopts interview, observation, and comparison to figure out its operation strategies and tactics. The deconstruction of old bookstore labels comprises book selection, respect for individuality, and the development of its branch culture, whereas the construction of new labels includes book classification, self-positioning, and the coordination of cultural activities. Librairie Avant-Garde can adapt to changes in this fast-paced world by employing these methods. Other bookshops can learn from them and gradually develop the best approach to thrive on their own.
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