Skip to content
1981
image of Chinese consumers’ attitudes towards clothing that incorporate Chinese cultural elements: A mixed method study

Abstract

In the globalized fashion market, a growing number of fashion brands and designers are utilizing Chinese cultural elements as a branding strategy to create competitive differentiation and attract Chinese consumers. Nevertheless, Chinese consumers’ attitudes towards different styles of clothing that incorporate Chinese cultural elements remain uncertain. Therefore, the present study aimed to investigate Chinese consumers’ attitudes towards clothing that incorporate Chinese cultural elements. The study also explored the factors that influence their attitudes. A mixed method approach was employed to survey 189 Chinese consumers aged 18–30. The survey encompassed attitude scales and open-ended questions. Paired samples -tests and inductive coding were used in the data analysis. The study’s findings indicated that Chinese consumers illustrated a significantly positive attitude towards Chinese-style clothing incorporating Chinese cultural elements, compared to global-style clothing incorporating Chinese cultural elements. Moreover, five factors influence Chinese consumers’ attitudes, namely cultural experience with Chinese cultural elements, symbolism of Chinese cultural elements, nationalist sentiments, cultural aesthetics and innovation of clothing, and the harmony between the clothing style and Chinese cultural elements. Practical implications to fashion brands and fashion designers are discussed.

Loading

Article metrics loading...

/content/journals/10.1386/fspc_00265_1
2024-07-08
2025-02-10
Loading full text...

Full text loading...

References

  1. Baghi, Ilaria and Gabrielli, Veronica (2019), ‘The role of crisis typology and cultural belongingness in shaping consumers’ negative responses towards a faulty brand’, Journal of Product & Brand Management, 28:5, pp. 65370.
    [Google Scholar]
  2. Bai, Huifeng, McColl, Julie and Moore, Christopher (2022), ‘Luxury fashion retailers’ localised marketing strategies in practice: Evidence from China’, International Marketing Review, 39:2, pp. 35270.
    [Google Scholar]
  3. Batra, Rajeev, Ramaswamy, Venkatram, Alden, Dana L., Steenkamp, Jan-Benedict E. M. and Ramachander, S. (2000), ‘Effects of brand local and nonlocal origin on consumer attitudes in developing countries’, Journal of Consumer Psychology, 9:2, pp. 8395.
    [Google Scholar]
  4. Belboula, Imene, Ackermann, Claire-Lise, Mathieu, Jean-Pierre and Cuny, Caroline (2019), ‘Consumers’ responses to product design: Using a semantic priming task to assess automatic understanding of product positioning’, International Journal of Market Research, 61:2, pp. 14056.
    [Google Scholar]
  5. Chen, Xia, Leung, Angela K.-y., Yang, Daniel Y.-J., Chiu, Chiyue, Li, Zhong-quan and Cheng, Shirley Y. Y. (2016), ‘Cultural threats in culturally mixed encounters hamper creative performance for individuals with lower openness to experience’, Journal of Cross-Cultural Psychology, 47:10, pp. 132134.
    [Google Scholar]
  6. Cheon, Bobby K., Christopoulos, George I. and Hong, Ying-yi (2016), ‘Disgust associated with culture mixing: Why and who?’, Journal of Cross-Cultural Psychology, 47:10, pp. 126885.
    [Google Scholar]
  7. Chitrakorn, Kati (2022), ‘Luxury fashion brands play it safe for Lunar New Year’, Vogue Business, 11 January, https://bit.ly/3Tu0Sit. Accessed 7 September 2023.
    [Google Scholar]
  8. Chiu, Chiyue, Gries, Peter, Torelli, Carlos J. and Cheng, Shirley Y. Y. (2011), ‘Toward a social psychology of globalization’, Journal of Social Issues, 67:4, pp. 66376.
    [Google Scholar]
  9. Chiu, Chiyue, Mallorie, LeeAnn, Keh, Hean Tat and Law, Wilbert (2009), ‘Perceptions of culture in multicultural space: Joint presentation of images from two cultures increases in-group attribution of culture-typical characteristics’, Journal of Cross-Cultural Psychology, 40:2, pp. 282300.
    [Google Scholar]
  10. Cohen, Erik (1988), ‘Authenticity and commoditization in tourism’, Annals of Tourism Research, 15:3, pp. 37186.
    [Google Scholar]
  11. Dawadi, Saraswati, Shrestha, Sagun and Giri, Ram A. (2021), ‘Mixed-methods research: A discussion on its types, challenges, and criticisms’, Journal of Practical Studies in Education, 2:2, pp. 2536.
    [Google Scholar]
  12. Daxue Consulting (2023), ‘Li Ning in China: Leveraging national confidence to win young Chinese consumers’, 24 February, https://bit.ly/46XbbQF. Accessed 7 September 2023.
  13. Delong, Marilyn, Wu, Juanjuan and Bao, Mingxin (2005), ‘The influence of Chinese dress on western fashion’, Journal of Fashion Marketing and Management: An International Journal, 9:2, pp. 16679.
    [Google Scholar]
  14. Enosh, Guy, Tzafrir, Shay S. and Stolovy, Tali (2015), ‘The development of client violence questionnaire (CVQ)’, Journal of Mixed Methods Research, 9:3, pp. 27390.
    [Google Scholar]
  15. Ferrero-Regis, Tiziana and Lindgren, Tim (2012), ‘Branding “created in China”: The rise of Chinese fashion designers’, Fashion Practice, 4:1, pp. 7194.
    [Google Scholar]
  16. Guo, Xiaoling, Heinberg, Martin and Zou, Shaoming (2019), ‘Enhancing consumer attitude toward culturally mixed symbolic products from foreign global brands in an emerging-market setting: The role of cultural respect’, Journal of International Marketing, 27:3, pp. 7997.
    [Google Scholar]
  17. Hao, Jia, Li, Dongmei, Peng, Luluo, Peng, Siqing and Torelli, Carlos J. (2016), ‘Advancing our understanding of culture mixing’, Journal of Cross-Cultural Psychology, 47:10, pp. 125767.
    [Google Scholar]
  18. Harush, Raveh, Lisak, Alon and Erez, Miriam (2016), ‘Extending the global acculturation model to untangle the culture mixing puzzle’, Journal of Cross-Cultural Psychology, 47:10, pp. 1395408.
    [Google Scholar]
  19. He, Jiaxun and Wang, Cheng Lu (2015), ‘Cultural identity and consumer ethnocentrism impacts on preference and purchase of domestic versus import brands: An empirical study in China’, Journal of Business Research, 68:6, pp. 122533.
    [Google Scholar]
  20. He, Jiaxun and Wang, Cheng Lu (2017), ‘How global brands incorporating local cultural elements increase consumer purchase likelihood: An empirical study in China’, International Marketing Review, 34:4, pp. 46379.
    [Google Scholar]
  21. He, Jiaxun, Wu, Yi and Xie, Runqi (2014), ‘Do Chinese elements matter? Consumer evaluation on the localized adaption strategy for global brands from the perspective of stereotype consistency’, Journal of East China Normal University (Philosophy and Social Sciences), 46:5, pp. 13145.
    [Google Scholar]
  22. Holland, Oscar (2022), ‘Dior accused of “culturally appropriating” centuries-old Chinese skirt’, CNN, 28 July, https://bit.ly/3DNaJY1. Accessed 2 September 2023.
  23. Jia, Xizeng (2018), History of Chinese and Foreign Fashion, Shanghai: Donghua University Press.
    [Google Scholar]
  24. Jian, Yufan, Zhou, Zhimin and Zhou, Nan (2019), ‘Brand cultural symbolism, brand authenticity, and consumer well-being: The moderating role of cultural involvement’, Journal of Product & Brand Management, 28:4, pp. 52939.
    [Google Scholar]
  25. Jin, ChicKim (2021), ‘Heaven Gaia, the patchwork does not represent the beauty of traditional Chinese dress!’, BiliBili, 13 February, https://bit.ly/47u14Dp. Accessed 2 September 2023.
  26. Labroo, Aparna A. and Lee, Angela Y. (2006), ‘Between two brands: A goal fluency account of brand evaluation’, Journal of Marketing Research, 43:3, pp. 37485.
    [Google Scholar]
  27. Laroche, Michel, Li, Rong, Richard, Marie-Odile and Shao, Muxin (2021), ‘Understanding Chinese consumers’ and Chinese immigrants’ purchase intentions toward global brands with Chinese elements’, Journal of Product & Brand Management, 30:8, pp. 107793.
    [Google Scholar]
  28. Lee, Angela Y. and Labroo, Aparna A. (2004), ‘The effect of conceptual and perceptual fluency on brand evaluation’, Journal of Marketing Research, 41:2, pp. 15165.
    [Google Scholar]
  29. Liu, Chuanlan and Xing, Le (2017), ‘Understanding Chinese consumers purchase intention of cultural fashion clothing products: Pragmatism over cultural pride’, Journal of International Business Research, 16:1, pp. 117.
    [Google Scholar]
  30. Maynard, Margaret (2004), Dress and Globalisation, Manchester: Manchester University Press.
    [Google Scholar]
  31. Nie, Chunyan and Wang, Tao (2021), ‘How global brands incorporate local cultural elements to improve brand evaluations’, International Marketing Review, 38:1, pp. 16383.
    [Google Scholar]
  32. Saunders, Mark, Lewis, Philip and Thornhill, Adrian (2019), Research Methods for Business Students, New York: Pearson Press.
    [Google Scholar]
  33. Schneider, Jane (2006), ‘Cloth and clothing’, in C. Tilley, S. Kuechler-Fogden and W. Keane (eds), Handbook of Material Culture, London: Sage Press, pp. 20320.
    [Google Scholar]
  34. Sheth, Jagdish N. (2011), ‘Impact of emerging markets on marketing: Rethinking existing perspectives and practices’, Journal of Marketing, 75:4, pp. 16682.
    [Google Scholar]
  35. Tillmann, Anita (2017), ‘Does globalized fashion mean (one) style for all?’, Berlin Design Digest, April, http://www.berlindigest.com/fashion/. Accessed 6 September 2023.
  36. Torelli, Carlos J., Chiu, Chi-Yue, Tam, Kim-pong, Au, Al K. C. and Keh, Hean Tat (2011), ‘Exclusionary reactions to foreign cultures: Effects of simultaneous exposure to cultures in globalized space’, Journal of Social Issues, 67:4, pp. 71642.
    [Google Scholar]
  37. Tsui, Christine (2013), ‘From symbols to spirit: Changing conceptions of national identity in Chinese fashion’, Fashion Theory, 17:5, pp. 579604.
    [Google Scholar]
  38. Wang, Cheng Lu, He, Jiaxun and Barnes, Bradley R. (2017), ‘Brand management and consumer experience in emerging markets: Directions for future research’, International Marketing Review, 34:4, pp. 45862.
    [Google Scholar]
  39. Wang, Cheng Lu and Lin, Xiaohua (2009), ‘Migration of Chinese consumption values: Traditions, modernization, and cultural renaissance’, Journal of Business Ethics, 88:3, pp. 399409.
    [Google Scholar]
  40. Wang, Xinyi, Colbert, François and Legoux, Renaud (2020), ‘From niche interest to fashion trend: Hanfu clothing as a rising industry in China’, International Journal of Arts Management, 23:1, pp. 7989.
    [Google Scholar]
  41. Westerberg, Catrin and Martinez, Luis F. (2023), ‘Young German consumers’ perspectives of rental fashion platforms’, Young Consumers, 24:3, pp. 30930.
    [Google Scholar]
  42. Wu, Juanjuan and Delong, Marilyn (2006), ‘Chinese perceptions of western-branded denim jeans: A Shanghai case study’, Journal of Fashion Marketing and Management: An International Journal, 10:2, pp. 23850.
    [Google Scholar]
  43. Yang, Daniel Y.-J., Chen, Xia, Xu, Jing, Preston, Jesse L. and Chiu, Chi-yue (2016), ‘Cultural symbolism and spatial separation: Some ways to deactivate exclusionary responses to culture mixing’, Journal of Cross-Cultural Psychology, 47:10, pp. 128693.
    [Google Scholar]
  44. Zhang, Lini and Cude, Brenda J. (2018), ‘Chinese consumers’ purchase intentions for luxury clothing: A comparison between luxury consumers and non-luxury consumers’, Journal of International Consumer Marketing, 30:5, pp. 33649.
    [Google Scholar]
/content/journals/10.1386/fspc_00265_1
Loading
/content/journals/10.1386/fspc_00265_1
Loading

Data & Media loading...

This is a required field
Please enter a valid email address
Approval was a success
Invalid data
An error occurred
Approval was partially successful, following selected items could not be processed due to error
Please enter a valid_number test