Framework of Hanfu fashion in the slow fashion movement through a case study in Changzhutan, China

Amid rapid globalization of the fashion industry, slow fashion has emerged as a critical pathway toward sustainability. While gaining theoretical recognition, its practical adoption remains limited, necessitating deeper insights into user perception—particularly in culturally resonant contexts like China's Hanfu revival. Hanfu, a traditional Chinese garment embodying intangible cultural heritage, has witnessed surging interest among youth driven by "China-chic" trends. However, low conversion rates from admiration to habitual wear highlight persistent gaps between users' cultural aspirations (e.g., connecting with traditions, expressing responsibility) and their pragmatic evaluations of Hanfu's value proposition. To address this paradox, this study positions Hanfu as a slow fashion sample and employs a mixed-methods Kansei Engineering framework to decode the psychosocial drivers shaping user perception and acceptance. A Hanfu framework in the slow fashion movement was developed to better understand the emotional and aesthetic responses of users towards Hanfu. Through data collection of 32 Kansei words examining design-related goals, standards, and attitudes, we identified 12 strategic Kansei descriptors that informed the development of a multidimensional evaluation framework. This framework incorporates seven key factors: (1) style features, (2) craftsmanship, (3) innovation, (4) cultural confidence, (5) sustainability, (6) personality, and (7) pleasure. The findings suggest that user perception significantly impacts the purchasing intent and usage of Hanfu, highlighting the importance of aligning Hanfu design with user preferences and values. By incorporating the identified influencing variables into product development, designers can enhance the competitive advantage of Hanfu and support the sustainability of the Hanfu fashion industry. This study contributes to the understanding of user perception and acceptance in Hanfu fashion and offers practical insights for Hanfu designers to create more appealing and sustainable products.

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