Purpose The objective was to provide research‐based insights from two groups of respondents as to their perceptions, preferences and desire to purchase Chinese – influenced Western dress. Design/methodology/approach Ten images of models in designer clothing were selected that varied in degree of Chinese influence. College students from a US and a Chinese university, numbering 55 and 56 respectively, were asked to respond by ranking each image to discern their perceptions of ethnic influence and their preferences for and desire to purchase each of the ten images. Responses were compared and analyzed. Findings A conclusion based upon analysis of responses was that degree of Chinese influence was less critical than the aesthetic character of the form itself. Some disagreement occurred in respondent's highest ranked preferences. Regarding preference and desire to purchase, US respondents ranked them similarly, while Chinese students ranked them differently. Research limitations/implications The sample was confined to College students with similar majors in the two countries. Limiting the sample in this way offered control in age and interest, but also limited application of results. Practical implications This study addressed the perceptions, preferences and purchasing desires for dress with Chinese influence in a cross cultural perspective. Respondents in this study preferred effective design of the whole image and not simply a borrowing of disparate ethnic attributes. Originality/value Results provide a managerial guide for ethnic fashion marketers.
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