Consumer insights on cultural appropriation in fashion: a Douyin analysis

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.