Jia-Qi Ren

Discuss the Product Adaption Approach for Intangible Cultural Heritage Fashion Products, and Understand the Needs of Chinese Consumers

This paper examines how intangible cultural heritage (ICH) fashion products adapt to the contemporary Chinese market and meet diverse consumer demands. It conducts a PEST analysis and three case studies—Guo Pei, ZHUCHONGYUN, and Loewe—to explore successful integration strategies. The findings reveal that growing nation...