View in EDS

Consumer insights on cultural appropriation in fashion: a Douyin analysis.

Saved in:
Bibliographic Details
Title: Consumer insights on cultural appropriation in fashion: a Douyin analysis.
Authors: Bhatnagr, Puneett
Source: Asia Pacific Journal of Marketing & Logistics; 2025, Vol. 37 Issue 8, p2286-2307, 22p
Abstract: Purpose: This study investigates consumer perspectives on cultural appropriation in the fashion industry by analysing user-generated content on Douyin. Design/methodology/approach: Using text-mining techniques, including topic modeling and sentiment analysis, 6,584 comments related to the Dior midi-length skirt controversy were analyzed to identify key themes and sentiments. Findings: The study reveals that cultural appropriation elicits polarized responses. Positive themes, such as cultural appreciation, innovation and global exposure, highlight consumer approval of respectful and creative integration of cultural elements. Negative themes, including cultural theft, historical inaccuracy and commercial exploitation, underscore concerns about commodification and misuse of cultural symbols. Practical implications: Fashion brands should prioritize cultural sensitivity by collaborating with cultural communities, ensuring historical accuracy and promoting ethical engagement with cultural symbols. Proactively addressing these issues through real-time consumer feedback can help mitigate backlash, foster trust and enhance brand equity. Originality/value: This study advances the discourse on cultural appropriation by leveraging real-time user-generated content to provide actionable insights for ethical practices in the fashion industry. [ABSTRACT FROM AUTHOR]
Copyright of Asia Pacific Journal of Marketing & Logistics is the property of Emerald Publishing Limited and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract 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 abstract. (Copyright applies to all Abstracts.)
Database: Complementary Index
Description
Abstract:Purpose: This study investigates consumer perspectives on cultural appropriation in the fashion industry by analysing user-generated content on Douyin. Design/methodology/approach: Using text-mining techniques, including topic modeling and sentiment analysis, 6,584 comments related to the Dior midi-length skirt controversy were analyzed to identify key themes and sentiments. Findings: The study reveals that cultural appropriation elicits polarized responses. Positive themes, such as cultural appreciation, innovation and global exposure, highlight consumer approval of respectful and creative integration of cultural elements. Negative themes, including cultural theft, historical inaccuracy and commercial exploitation, underscore concerns about commodification and misuse of cultural symbols. Practical implications: Fashion brands should prioritize cultural sensitivity by collaborating with cultural communities, ensuring historical accuracy and promoting ethical engagement with cultural symbols. Proactively addressing these issues through real-time consumer feedback can help mitigate backlash, foster trust and enhance brand equity. Originality/value: This study advances the discourse on cultural appropriation by leveraging real-time user-generated content to provide actionable insights for ethical practices in the fashion industry. [ABSTRACT FROM AUTHOR]
ISSN:13555855
DOI:10.1108/APJML-07-2024-0893