Fashion Design Based on Cross-Cultural Communication

  • Yixin ZouEmail author
  • Eakachat Joneurairatana
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 1215)


The purpose of this research is to explore the cross-cultural communication perspective with fashion design as the method and China and Thailand as real examples. The design objects are: take Chinese LONG (Dragon in Chinese) and Thai NAGA as cases to study how fashions, as a medium for spreading culture, are able to do crosscultural communication. This study will adopt qualitative research methods which are specifically: (1) Collect the tangible and intangible values of Long and Naga; (2) Design a workshop combining research methodology: focus group and in-depth interview. (3) Apply qualitative analysis to analyze the results; (4) Incorporate the conclusions into the concept of fashion design. The completed tasks include: (1) Research objective cognition of stakeholders in referent cultural backgrounds; (2) Extraction of design concepts on Long and Naga based on stakeholders’ cognition; (3) A demonstration of the new methodology which can be used for fashion designers to effectively extract code in the background of cross-cultural communication. The conclusions can be used to explain: how to extract the design concepts of fashions in the background of crosscultural communication; and how fashions can help reduce misunderstandings in cross-cultural communication. The research can be established as a model for other related disciplines and fields.


Cross-cultural communication Fashion design China Long (Dragon) Thailand Naga 



The authors acknowledge the 2019 Open Project Program of Fujian Clothing Industry Technology Development Base,Minjiang University, China (No. MJXY-KF-201909).


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Copyright information

© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Design Arts Program, Decorative Arts FacultySilpakorn UniversityBangkokThailand
  2. 2.Fujian Clothing Industry Technology Development BaseFuzhouChina

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