Chinese Gen Z's emotional dimensions for fashion design during the pandemic

Known for being passionate about fashion, Chinese Generation Z (CGZ) is a powerful consumer group in the China fashion market today, but a psychological shift in their perceptions has been driven by COVID-19, arousing the attention of the fashion field. As visual product, fashion product elicits consumers' emotional reactions. Existing research in fashion design has noted consumers' emotional needs but still lacks focus on them in specific cultural contexts. To fill the gap, we employed a Kansei Engineering (KE) method to detect consumers' emotional responses to fashion design. This study uncovered CGZ's preferences, perceptions of fashion styles, and demographic influence. Further, we clustered CGZ's emotional needs into four classifications based on the relationship between the participants and dressing, others, and the environment. This study serves as a theoretical guideline for fashion design by translating consumers' emotional needs into a conceptual framework.

Chinese Gen Z’s emotional dimensions for fashion design during the pandemic

Known for being passionate about fashion, Chinese Generation Z (CGZ) is a powerful consumer group in the China fashion market today, but a psychological shift in their perceptions has been driven by COVID-19, arousing the attention of the fashion field. As visual product, fashion product elicits consumers’ emotional reactions. Existing research in fashion design has noted consumers’ emotional needs but still lacks focus on them in specific cultural contexts. To fill the gap, we employed a Kansei Engineering (KE) method to detect consumers’ emotional responses to fashion design. This study uncovered CGZ’s preferences, perceptions of fashion styles, and demographic influence. Further, we clustered CGZ’s emotional needs into four classifications based on the relationship between the participants and dressing, others, and the environment. This study serves as a theoretical guideline for fashion design by translating consumers’ emotional needs into a conceptual framework. [ FROM AUTHOR] Copyright of International Journal of Fashion Design, Technology & Education is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full . (Copyright applies to all s.)

Mobile Shopping during COVID-19: The Effect of Hedonic Experience on Brand Conspicuousness, Brand Identity and Associated Behavior.

COVID-19 has impacted economic and social conditions around the globe. In a post-pandemic world, the labor models have been shifting in favor of working from home and shopping toward online purchasing through mobile devices. The pandemic has, in addition to disrupting the world economy, triggered changes in consumer behavior that require a rethinking of marketing efforts from the consumer's perspective and a fundamental shift in branding strategies and managerial thinking. This paper expanded the understanding of the mobile consumer behavior of Generation Z consumers in China by examining the changes in their behavior in response to the pandemic. We used a structural equation model (SEM) to show that, in mobile shopping, the hedonic experience has played an essential role in signaling brand conspicuousness and product aesthetics, in turn promoting brand identity and associated behavioral reactions. The paper concludes with a discussion of the implications of these changes for branding identity and brand management.

COVID-19-induced negative emotions and the impacts on personal values and travel behaviors: A threat appraisal perspective

Based on the Protection Motivation Theory (PMT), this paper aims to examine the role of negative emotions and their impacts on personal value orientations and protective travel behaviors during COVID-19. Data were collected among Chinese Generation Z who have shared the cataclysmic experience of COVID-19 in their formative years. A multimethod approach was adopted with focus group discussions to explore prominent changes in personal values during COVID-19, followed by a quantitative study. The serial mediation analysis supported the sequential internalization of negative emotions and personal values induced from COVID-19 threat appraisals, which in combination, imposed indirect effects on travel avoidance behavior. An extended model suggested that fear is positively related to the values of altruism and hedonism, while mild negative emotions are associated with target orientation. Altruism was found to enhance travel avoidance propensity while target orientation attenuated such propensity. The findings shed light for both academia and the industry.