The use of the Chinese Cheongsam design elements on luxury fashion and how it influences Chinese Generation Z customers’ purchase intention.


The worldwide luxury market is seeing a steady increase in fashion items that highlight innovative Cheongsam attire (Ma, 2023; Chew, 2022). The Chinoiserie style, which capitalises on Chinese customers' sense of national identity and cultural confidence, may be the source of this occurrence (Li et al., 2023; Cho et al., 2019; Liu Xing, 2017). However, research is currently ongoing to determine the causes of this phenomenon. This thesis investigated the impact of Chinese Cheongsam design features on luxury fashion and the effect on the purchasing intentions of Chinese Generation Z customers. An examination of cultural purchasing habits among younger Chinese demographics was achieved by analyzing the reappearance of traditional cultural elements in modern luxury clothing. This study utilised both qualitative and quantitative research approaches, using online surveys and semi-structured interviews to investigate the extent to which luxury fashion manufacturers' integration of Cheongsam components, such as the Mandarin collar and Frog closures, appealed to Generation Z customers in China. The study results indicated that Cheongsam-inspired designs had a substantial impact on customer interest and purchase choices. This impact was primarily driven by perceived novelty, cultural openness, perceived aesthetic, cultural authenticity, cultural compatibility, and cultural pride. Generation Z's admiration for these styles was shaped not only by their cultural background but also by their inclination toward fashion innovation and personal expression. This research highlighted the significance of cultural authenticity and the deliberate incorporation of traditional features into contemporary designs, which were essential for luxury firms seeking to attract this important customer group. Additionally, the investigation emphasized that the perceived worth of luxury items was enhanced by these historic characteristics. However, the success of these products in the market also relied on the companies' proficiency in properly conveying their cultural relevance. This thesis advanced understanding of the intricate interplay between cultural heritage and contemporary luxury fashion, offering valuable insights into effective strategies for engaging Chinese Generation Z consumers through culturally enriched luxury goods.

Jiayin Fu’s Final Major Project

Cheongsam design elements, Luxury Fashion, Chinese Generation Z, Consumer Purchase Intention

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