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Rise of Chinese streetwear : a comprehensive interpretation of Chinese streetwear market

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Rise of Chinese streetwear : a comprehensive interpretation of Chinese streetwear market

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Samenvatting

QUOTES "Streetwear is a distinctive fashion style rooted in the 80s in California and drew influence from the surf, skate and hip hop scene. Its core values then, were about rebelliousness, self-expression, and breaking established rules. As its popularity propelled towards mainstream due to the rise of Internet in the late 90s, streetwear became less about anti-establishment, and more about fashion styles and trends. Contemporary streetwear brands capitalized on their success and differentiated themselves from mainstream again by encompassing an element of luxury fashion and reintroduced the original culture. - About 20 years ago, the street culture and streetwear style spread from Western countries to Asia." "However, due to the traditional society, based on the homogeneous population, rich history and cultural civilization in China, new things are not easily accepted. Subcultures are less popular and developed in China than in the US and Europe. Streetwear style is defined as a completely foreign culture in the Chinese social context. It only has been in China for a decade […]. Therefore there is not that much literature and research in China concerning this field. The lack of information, opinion leaders, and dissemination channels could hinder the development of the Chinese streetwear industry." "The aim of this research paper is thus to provide some valuable references and data for the Chinese streetwear industry so that it can make a constructive improvement for existing Chinese streetwear brands." RESEARCH QUESTION What are the differences between Western and Chinese streetwear brands? SUB QUESTIONS 1. What is Western streetwear style? 2. What is the size of current Chinese streetwear market? 3. Who are the Chinese millennials?

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2017
TypeBachelorscriptie
TaalEngels

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