Culture

Exploring the Modern Qipao Through the Lens of U.S. Gen Z Consumers 

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Abstract

Traditional garments, reimagined for modern tastes, often serve as symbols of cultural identity while contributing to the diversification of global fashion aesthetics. This study investigates U.S. Generation Z consumers' preferences and buying behaviors toward Qipao-inspired clothing. Using a quantitative approach, five Qipao-inspired designs were developed based on 2023 fashion trends and traditional Chinese elements. Consumer insights were gathered through an online survey. Findings show that modern Qipao A was the most favored design, with high ratings for its blend of traditional and contemporary elements. Additionally, the use of laser-cutting technology, color symbolism, and details such as the keyhole neckline were identified as resonant features among Gen Z. This study offers valuable guidance for fashion designers and retailers aiming to adapt traditional Chinese clothing to meet contemporary tastes, with implications for cultural preservation and innovation. 

Keywords: modern Qipao, apparel design, cultural identity, consumer preferences, generation Z

How to Cite:

Chao, L., Lou, X. & Chi, T., (2025) “Exploring the Modern Qipao Through the Lens of U.S. Gen Z Consumers ”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18592