Democratization of Fashion: a Study of Co-Creation of Cultural Heritage

This paper examines how fashion designers incorporate cultural heritage in their designs. Through analyzing four Chinese fashion brands we identified three themes that related to the co-creation of heritage and aesthetics, and the democratization of fashion. Our study advances the current understanding of fashion and cultural heritage in the marketplace.


Eric Li, Wing-sun Liu, Viahsta Yuan, Elita Lam, and Magnum Lam (2015) ,"Democratization of Fashion: a Study of Co-Creation of Cultural Heritage", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 796-796.


Eric Li, University of British Columbia, Canada
Wing-sun Liu, Hong Kong Polytechic University
Viahsta Yuan, University of British Columbia, Canada
Elita Lam, Hong Kong Design Institute
Magnum Lam, Technological and Higher Education Institute of Hong Kong


NA - Advances in Consumer Research Volume 43 | 2015

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