Author(s)

Nanxin Dai, Khunanan Sukpasjaroen, Thitinan Chankoson

Corresponding Author

Thitinan Chankoson

Abstract

Everyone in today's society is familiar with the word “Hip-Hop,” and “Hip-Hop culture” is frequently mentioned. Therefore, how do you define hip-hop fashion? The Chinese people's consumption level and appraisal ability continue to grow as the economy develops, and fashion brand culture is also in the exploratory stage of rapid development. Many youths are exploring unique fashion styles. The growth of fashionable culture is in accordance with the requirements of the country's consumers. The awakening of consumers' self-consciousness and pursuit of self-worth corresponds to the many aspects of fashionable culture. The popularity of fashion brand culture not only helps young people to realize their desire to be different, but it also meets most buyers' conforming psychology. This research examines the attitudes of Chinese Millennial Consumers on hip-hop apparel and the future growth direction of hip-hop apparel in China using Kunming City, Yunnan Province, China as an example.

Keywords

Hip-hop apparel, culture, future development, Kunming, Yunnan