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This book explores the dynamic landscape of fashion in China since
the beginning of the 21st century through an integrated
perspective. The book considers key questions related to the
changes in China's fashion dynamics driven largely by the shifts in
the mindset of Chinese consumers due to the current sociocultural
contexts. To provide an understanding of these important shifts,
this three-part monograph pays close attention to the new
generation of Chinese fashion designers and consumers. The book
explores in detail related topics such as, how today's Chinese
consumers relate to foreign brands, the meaning of apparel brands
as identity symbols or cultural signs to contemporary young
consumers, the attractiveness of Western fashion designers and
brands in the eyes of current Chinese consumers as compared to past
consumers, and how brands could adapt to the online-centered
consumption behavior. The book serves as an insightful update on
the Chinese fashion landscape for researchers, practitioners and
passionate followers of its evolution.
This book explores the dynamic landscape of fashion in China since
the beginning of the 21st century through an integrated
perspective. The book considers key questions related to the
changes in China's fashion dynamics driven largely by the shifts in
the mindset of Chinese consumers due to the current sociocultural
contexts. To provide an understanding of these important shifts,
this three-part monograph pays close attention to the new
generation of Chinese fashion designers and consumers. The book
explores in detail related topics such as, how today's Chinese
consumers relate to foreign brands, the meaning of apparel brands
as identity symbols or cultural signs to contemporary young
consumers, the attractiveness of Western fashion designers and
brands in the eyes of current Chinese consumers as compared to past
consumers, and how brands could adapt to the online-centered
consumption behavior. The book serves as an insightful update on
the Chinese fashion landscape for researchers, practitioners and
passionate followers of its evolution.
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