Exploring the modern Qipao through the lens of U.S. generation Z consumers

Abstract

ABSTRACT This study investigates U.S. Generation Z consumers’ preferences and buying behaviours toward Qipao-inspired clothing, addressing a gap in existing research on culturally inspired apparel for young, diverse consumers. Using a quantitative approach, five Qipao-inspired designs were developed based on 2023 fashion trends and traditional Chinese elements. Consumer insights were gathered through an online survey. Findings show that modern Qipao A was the most favoured design, with high ratings for its blend of traditional and contemporary elements. Additionally, the use of laser-cutting technology, colour symbolism, and details such as the keyhole neckline were identified as resonant features among Generation Z. This study offers valuable guidance for fashion designers and retailers aiming to adapt traditional Chinese clothing to meet contemporary tastes, with implications for cultural preservation and innovation. Future research should expand to diverse ethnic groups and explore additional generational cohorts to deepen understanding of how cultural apparel resonates across audiences.