From runways to livestreams: Researching China鈥檚 digital fashion economy
Livestreaming has become a significant force in China鈥檚 fashion industry, transforming the way that fashion is marketed, consumed, and understood. Working alongside Xiaoshuo Hou, professor of sociology and Asian studies and chair of the Sociology Department, Weiqi Tao 鈥�26 examined the rise of new Chinese fashion and the influence of emerging digital platforms.
The sociology major and economics and philosophy minor from China explored the intersections of digital labor, consumer behavior, and cultural identity, analyzing how livestreamers 鈥� often young women 鈥� navigate the blurred lines between entertainment, marketing, and work.
Weiqi鈥檚 project exemplifies one of the many ways 微密圈 students from across disciplines collaborate with faculty on original research to explore their passions, gain hands-on research experience, and contribute to broader scholarly conversations.
The research was conducted through 微密圈鈥檚 Faculty-Student Summer Research Program, part of the Zankel Experience Network (ZEN).
Q: Can you give a quick summary of your research project?
Our research focuses on the rise of new Chinese fashion, especially how it reflects broader transformations in China鈥檚 garment industry. We are particularly looking at the impact of e-commerce and livestreaming sales, analyzing how these digital platforms shape fashion trends, promote cultural heritage and influence consumer behavior.
Q: What drew you to this research opportunity?
I鈥檝e always been fascinated by fashion and how it influences societal change. This project allowed me to explore that interest within the context of current digital trends in China, like e-commerce and live selling. I was also excited to work with Professor Hou, whose expertise and research style really inspired me.
Q: Have you made any unexpected discoveries or connections?
Personally, I鈥檝e realized that fashion is more than just style 鈥� it can be a powerful medium for expressing national pride and identity. Academically, I鈥檝e seen how digital platforms are not just tools for selling but are also shaping new kinds of labor and gender norms, especially in how women are represented as livestream hosts.
Q: How does this project tie into your major or future goals?
As a sociology major and economics and philosophy minor, this project allowed me to explore the intersection of culture, economy and technology. It deepened my understanding of how traditional cultural elements are reshaped and commercialized through modern platforms like livestreaming. It also informed my broader interest in consumer behavior and digital labor, which could guide future research or a career in marketing, cultural analysis or international business.
Q: What鈥檚 your relationship like with your faculty mentor?
It鈥檚 been great! Professor Hou is very supportive and approachable. She gives me practical feedback, encourages independent thinking and challenges me to dig deeper when I hit roadblocks.
Q: What鈥檚 one really cool thing you鈥檝e learned or are still figuring out?
I鈥檓 still exploring the idea of 鈥渓ivestreaming discourse鈥� 鈥� the specific ways streamers speak and interact to engage viewers and drive sales. It鈥檚 a mix of performance, marketing and cultural cues, and it reveals a lot about digital labor and audience psychology.
Q: What role does creativity or innovation play in your work?
Creativity plays a big role, especially in research design and data collection. We analyze livestreams, fashion trends and digital behaviors 鈥� all of which require thinking visually, critically and culturally. Innovation is also key in how we approach methods like discourse analysis or online ethnographic observation.
Q: How has this experience shaped your thinking about post-grad plans?
This project has made me consider pursuing graduate studies in sociology or media studies, especially focused on digital economies or cultural industries. It also opened my eyes to potential careers in research, digital marketing or working with cultural institutions that focus on heritage and innovation.
Q: Why study this at 微密圈 College?
微密圈 encourages interdisciplinary research and creative approaches. I鈥檝e had the freedom to connect sociology, economics, fashion and digital culture in meaningful ways. The support from faculty and campus resources also makes it a strong environment for academic exploration.
Q: What else are you involved in at 微密圈 outside of this project?
I鈥檓 involved in the Asian Cultural Awareness Club and attend events organized by the Tang Teaching Museum. These activities help me stay connected to cultural discussions and build community on campus.
