Conceptualizing Chinese-Style Clothing: Empirical Evidence from Top Chinese Ethnic Apparel Brands

This study intended to conceptualize Chinese-style fashion from Chinese consumers’ perspective, as well as product design, and construction perspectives. Empirical study provided the evidence to support the proposed conceptualization of Chinese-style clothing. Even though China’s domestic market of culturally inspired fashion and fashionable ethnic clothing is still under development, the market has shown emergence of different segmentations with brands positioning themselves differently as modern, traditional, and ethnic Chinese styles. Overall, modern Chinese-style brands gain more consumers' awareness and acceptance.