Why Does Fashion Fits China so Much?

  • Luca Scaini PhD in Economic Sciences, PhD in Marketing, FHEA, MA in Humanities, Head of Programme, Sr. Lecturer BHSAD, Russian Federation
  • Maria Belhaddad BA in Business Administration, Marketing Specialist, Morocco
Keywords: China, Fashion, Anthropology, Consumer Behavior, Marketing


The present paper investigates the relationship of cause and effect between cultural behavior and Physioeconomy with Fashion in China. The purpose is to identify which cultural reasons lie behind the massive adoption of fashion in China, entrusting to these the success of fashiopulling fashion. The methodology adopted is an exploratory comparative analysis between nations (China, Japan and India), which have cultural physioeconomic similarities, both genuine or artifact. The paper starts from an initial direct observation of the phenomena, checked through the bibliographic review of the background throughout the last 30 years, and supported by a survey supporting the hypothesis. Findings are that fashion is adopted for anthropological reasons of cultural homologation, and not for differentiation due to the specific socio-psychological and cultural structure of the Chinese Nation, similarly to Japan but contrarily from India. The different attitude toward fashion is motivated by cultural reasons. The value of the paper is the exploratory investigation of the anthropologic behavior, offering a scoped analysis with practical interest for socially based commodities and following the research course of the motivations behind buying fashion and China. It is interesting as it will lead to deeper quantitative researches.


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How to Cite
Scaini, L., & Belhaddad, M. (2022). Why Does Fashion Fits China so Much?. European Scientific Journal, ESJ, 9, 503. Retrieved from https://eujournal.org/index.php/esj/article/view/15858
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