This seminar starts with an overview of the “use of traditional embroidery in fashion” over the years and around the world and then highlights major areas of extant research in the area of “embroidery and/in fashion”. An overview of traditional Chinese embroidery is then provided that also follows on logically to an overview of extant research on the use of Chinese embroidery and/in fashion. The emergence and evolution of Chinese fashion designers is then covered, starting from the 1980s to the present day.+ The evolution of Chinese fashion consumers, also from the 1970s to the present day, follows next with particular attention to those born most recently.

Consumer identity and the role fashion can play in the formation and changing nature of identity, particularly Chinese consumer identity is then explored. Finally, the seminar, drawing on research findings to date,  will seek to propose that traditional Chinese embroidery is playing a pivotal part in the identity of younger Chinese generations with reasons proffered too.

Finishing with an explanation and justification of a combination of qualitative methods: case study, semi-structured depth interview and focus group with an emphasis on non-verbal communication.

Bio

Mike’s research in the area of younger Chinese consumers and changing cultural identity and traditional Chinese culturelheritage began almost 30 years ago with teaching and living  in China. Ober the last 30 years Mike has visited China regularly and lived in Beijing between 2005-2012, teaching and researching at internationally leading universities such as Tsinghua, Peking University, Fudan University and Nanjing University.

Mike’s research work has led to publications in peer-reviewed academic journals such as the Journal of Band Management and numerous articles in the international media , eg The Financial Times, China Daily and The Bangkok Post.

Mike also appears regularly on China Global Tevlevision Network (CGTN) as a China observer, contributing to debate and discussion on a range of business and economic topics involving China’s economic development and integration.

Mike has also delivered lectures and seminars on various aspects of his research work at the University of Warwick, where he remains a Visiting Lecturer, the University of Nottingham and the London College of Fashion. He has also presented research work at many international conferences over the years, eg Seoul, San Francisco and Goa.

Currently, Mike is engaged in collaborative research with academics at Shanghai’s Donghua University, Guangzhou’s South China Agriculture University and Beijing’s University of International Business and Economics where Mike retains the position of Visiting Professor.

Most importantly, Mike is preparing to continue this research on the Ph.d programme at WSA with a supervisory team of Professors Jonathan Faiers and Bruce Montgomery.

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Meeting ID: 372 103 717 253
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