The Variation of Clothing Culture and the Transformation of Fashion Brands in Cross-cultural Communication

DOI

10.2991/assehr.k.220105.268How to use a DOI?

Keywords

Cross-cultural Communication; Hip-hop culture; Hoodie; Fashion Brands

Abstract

Variation and renewal are important characteristics of cross-cultural communication. With the popular hip-hop culture in China nowadays, this paper focuses on the Hoodie culture in hip-hop cultural symbols, and makes a preliminary investigation based on questionnaire survey and sample interview. The article holds that any kind of dress has its original function and culture, and even applies to special groups. In the process of cross-cultural communication, the cultural connotation of clothing is most prone to variation, simplification, or passive disappearance, which leads to the asymmetry between clothing and culture. This is not only related to the communication characteristics of intangible culture itself, but also closely related to the current new media environment. Meanwhile, the uncertainty of cross-cultural communication also brings opportunities for the renewal of clothing brands, which can seize new market share through repositioning. This paper mainly analyzes the cross-cultural transformation of Champion as an example. These results provide new research cases for the cross-cultural communication of fashion brands and offer a guideline for the further study of the variation of clothing culture.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

Download article (PDF)

TY  - CONF
AU  - Yu Dai
AU  - Tianyi Zhou
PY  - 2022
DA  - 2022/01/17
TI  - The Variation of Clothing Culture and the Transformation of Fashion Brands in Cross-cultural Communication
BT  - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
PB  - Atlantis Press
SP  - 1457
EP  - 1461
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220105.268
DO  - 10.2991/assehr.k.220105.268
ID  - Dai2022
ER  -