Glo-cal fashion marketing communication in China

Abstract

By revisiting the socioeconomic conditions across Greater China, the researcher looks at whether fashion marketing communication is done on a top-down or bottom-up basis in the Chinese fashion marketing industry, and also determines if such notion of fashion represents merely the original predetermined Western style or also involves an adaptation and appropriation of Chinese culture. The interdisciplinary research reviewed case studies on various socio-historical, economic and cultural influences on the Chinese fashion industry, and applied theories of media and communication studies. Primary research data was acquired through participant observation in the Chinese high fashion ...