Abstract
AbstractThe exploratory study aims to examine Hangzhou fashion in the context of globalization and localization through in-depth interviews. Sixteen young females from Hangzhou were interviewed. In the 1990s young females from Hangzhou had a weak concept of fashionable style and they just had a preference for the feminine style, which is derived from a regional culture. In the 2010s, young females’ concept regarding fashion have changed from fashionable (时髦) to stylish (有型), leading to a variety of fashionable styles. The popular Korean, European and minimalist styles mostly originate from foreign dramas and fashion advertisements from the Internet. This qualitative research verified that there was a diminishing sense of locality and cultural identity in young females’ fashion in Hangzhou. However, the impact of globalcultural eclecticism and mass media imagery appears larger for young females’ fashion in the city, especially through the Internet, especially in the spread of SNS, online shopping malls, and online video sites. Therefore, fashion brands should expand the brand culture influence through online media. Presently, the mobile apps in Hangzhou such as Wechat and Instagram may be the most helpful tool for brand culture spreading.
Highlights
The aim of this study is to determine the changes in fashionable style and information sources through social and cultural influences
Fashionable style Due to various factors, young females from Hangzhou had a weak concept of fashionable style in the 1990s, but enjoyed to be fashionable (时髦)
Overall, in a global context of fashion and appearance communications, there may be a diminishing sense of locality and cultural identity in young females’ fashion in Hangzhou
Summary
The aim of this study is to determine the changes in fashionable style and information sources through social and cultural influences. By offering insights into the minds of young female consumers from Hangzhou, the results of the study contributes to the academic literature on the phenomenon of blogging in marketing communications and provides a basis for further research within this area as well as to the Chinese fashion industry’s practical use in planning, marketing and merchandising. Many previous studies analyzed the application of fashion information sources through empirical methods in fashion behavior. Studies have rarely examined social and cultural factors. This master’s thesis is based on fashionable style changes of young females from Hangzhou and examines the influences of social and
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
