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

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.