Communications in Humanities Research ISSN: 2753-7072
Home> Volumes> Volume CHR Vol.4> Article
Research Article

Research on Chinese Audience's Perception of Online Fashion Week under the Influence of COVID-19

Yixuan WangDepartment of Art, Xi’an Jiaotong University, Xi’an, Shaanxi Province, 710049, China Shijia WeiBachelor of Arts, University of Toronto, Canada, 5759 Alma St Vancouver, V6N 1Y3* Yefei YangSuzhou Dulwich international high school, suzhou, jiangsu, 215000, China

* Corresponding author: [email protected]

Abstract

Due to COVID-19, numerous offline events could not be hold as scheduled due to the restrictions of the quarantine of the pandemic, and this was also the case for the fashion industry. The 2022 Shanghai Fashion Week therefore opted for a completely online format, an unprecedented form innovation that is new to the industry. From augmented reality shows to meta-verse spaces, the fashion show uses digital technologies to express newest fashion to audiences. Although previous research has studied the audience reception of fashion weeks in China, few are tailored toward purely online fashion weeks. This research analyzes the attitudes of Chinese audiences towards online fashion weeks in the post-pandemic context. The research primarily uses surveys and interviews to obtain the necessary information, with secondary data from 2019 to 2022 collected over the internet. The study finds that on one hand, with its ease of access and with the influence of social media, online fashion week can have a larger exposure than offline. On the other hand, online shows are not a comprehensive presentation of clothes. Because viewers are not able to feel the clothes firsthand, the sales will be negatively affected. Therefore, the combination of "online + offline" fashion shows, having both the viral influence of online and the tangible feel of offline, may be the best of both worlds in the post-epidemic era.

Keywords: Fashion; COVID-19; Shanghai fashion week; Online fashion week
Published: May 17, 2023
DOI: 10.54254/2753-7064/4/20220817
Volume: CHR Vol.4
pp. 511-517
Download PDF

References

  1. S. T. Mu, what we are watching at Fashion Week. fashion.qq.com, Tencent Fashion, 2022.
  2. Chinafashionweek.com, China International Fashion Week, Retrieved August 28, 2022, from http://www.chinafashionweek.org.cn.
  3. Shanghaifashionweek.com, Shanghai Fashion Week, Retrieved August 28, 2022, from https://shanghaifashionweek.com/page/shfw.
  4. Y. Zhong, China Fashion Week "screening" Is there such a procedure? Collection, 2013.
  5. Y. Tang, L. L. Liu, The current development of independent designer brands in China, Textile Herald, 2019.
  6. X. P. Deng, New fashion in the cloud era, Fashion Designer, 2020.
  7. Q. Hua, Shanghai Fashion Week on Cloud from the perspective of new media communication, New Media Research, 2020.
  8. Q. Q. Zhang, London Fashion Week: Welcome to the digital age, Art & Design, 2020.
  9. 163. Com, What new ideas does Little Red Book bring to online fashion weeks? April 27, 2022, Retrieved August 29, 2022, from https://www.163.com/dy/article/H5VNB6T20518CS48.html.
  10. D. M. Wen, Fashion Week and live selling: A significant reshuffle is coming, Personal Library, 2022.
  11. Xinhua Net. Shanghai Fashion Week creates a new way of digital communication in a physical flash, September 21, 2022, Retrieved September 25, 2022, from http://sh.news.cn/2022-09/21/c_1310664531.htm.