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

Abstract

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 national confidence and the national-tide phenomenon have significantly increased consumer interest, particularly among younger demographics who value cultural depth and innovative design. Consumers show strong preference for products that retain traditional craftsmanship while offering modern practicality. However, many products fail to resonate due to superficial use of ICH elements. The study concludes that effective product adaptation requires embedding ICH into everyday life, creating emotional connections, and avoiding mere formalistic borrowing. It also highlights the importance of brand authenticity and cultural storytelling. Future research should expand the scope to include service experiences, marketing innovations, and a wider range of brands to further validate these strategies.