Analysis of Trends in Modern Hanfu Styles from a Specific Brand Perspective — An Exploration Based on the Diffusion of Innovations Theory

Yanping Lin, Hongkun Li, Mohd Zaimmudin Mohd Zain, Chen Yang

Article
2025 / Volume 8 / Pages 247-272
Received 17 January 2025; Accepted 23 March 2025; Published 27 March 2025
https://doi.org/10.31881/TLR.2024.173

Abstract
Based on the Diffusion of Innovations theory, this study explores the mechanism behind the popularity of modern Hanfu, with a focus on the roles of key attributes such as relative advantage and compatibility. Using content analysis, the study quantitatively examines mainstream Hanfu styles in the market from the Autumn/Winter 2021 season to the Spring/Summer 2024 season. Additionally, semi-structured interviews provide deeper insights into the perspectives of consumers and designers. The findings reveal that different forms of Hanfu (e.g., Ming-style, Song-style, Tang-style) exhibit distinct market advantages across seasons, highlighting the seasonal relative advantages of Hanfu. Combining Hanfu styles and intricate design details aligns closely with modern consumer preferences, thereby driving its popularity. Furthermore, external factors such as television dramas, cultural events, and social media enhance the observability of Hanfu, further facilitating its market diffusion. This study suggests that Hanfu’s popularity results from the combined influence of cultural revival, design innovation, market demand, and external promotion. Compatibility, as a key characteristic, significantly impacts the acceptance and popularity of Hanfu in the modern market. This research provides theoretical support for the design and innovation of modern Hanfu while offering a new perspective on the inheritance and development of traditional culture. By delving into the diffusion mechanism of Hanfu, this study contributes to the further dissemination and development of Hanfu culture.

Keywords
modern Hanfu, diffusion of innovations theory, popularity mechanism