Abstract
This study examines the evolving dynamics of Chinese cultural clothing, focusing on diffusion challenges and the connection between brand identity and cultural pride among young people. Drawing from document analysis, websites, journals, books, surveys, interviews, and cultural probes, this research aims to establish cultural identity through brands and promote Chinese cultural clothing while respecting authenticity. It offers insights into the Chinese fashion market, consumer behavior, and global marketing strategies, suggesting significant potential for domestic and international brand growth while embracing heritage. This research contributes to effective design management in diverse cultural contexts and addresses the demand for showcasing cultural elements in the global fashion industry. Future studies could inspire greater participation of domestic brands in the Chinese fashion market and prompt international brands to refine their design management strategies to align with evolving cultural dynamics and consumer needs.
Presenters
Xinyi LuoStudent, Master of Fine Arts/ Master of Arts, Savannah College of Art and Design, Georgia, United States
Details
Presentation Type
Theme
Design Management and Professional Practice
KEYWORDS
Fashion Market, Chinese Cultural Clothing, Brand Identity, Design Management
