Thematic Analysis of Chinese Elements in International Fashion Industry Branding: From Appropriation to Appreciation?
List of Authors
Muhamad Abdul Aziz Ab Gani, Yang Wang
Keyword
Fashion; Dior; Cultural Appropriation; Asian Culture; Chinese Culture; Cultural Appreciation; Marni
Abstract
Branding is an aspect of business that links it with broader sociocultural dynamics since branding practices influence customers by means of appealing to their sensibilities, which are functions of contemporary social dynamics. As such, branding efforts can be based on the native culture of a country or borrow from other nations. Thus, cultural appropriation pertaining to branding practices is a significant issue in the fashion industry insofar as Chinese cultural elements are considered. Thematic analysis of secondary data revealed that appropriation of Chinese elements occurs in two major ways: firstly, organisations can adopt aspects of native Chinese culture without admitting to doing so, thereby denying the legitimate claims of the community whose culture is being represented. Secondly, appropriation can take the form of bringing cultural elements outside of their context, thereby decreasing their significance. On the contrary, instances of genuine cultural appreciation emphasised authenticity, proper disclosure of sources of inspiration behind design choices, inclusion of native communities in the process, and direct collaboration with them when possible. Thus, in lieu of ethnically Chinese artists not being present, collaboration opens up another pathway for cultural appreciation in fashion branding. While this understanding itself has policy implications going forward, future research can expand on it by varying methodology and area of focus.