부산대학교 도서관

This study explores the impact of fashion trends in China's sports apparel industry and how this impact has a ripple effect on the global sports industry. China's sports apparel market has grown at a CAGR of 7.6% since 2016 to 2020 and is expected to continue to grow at a CAGR of 6.4% from 2021 to 2028. Research has shown that fashion is not only related to clothing, but also to broader cultural and social phenomena. Body perception, especially in the digital environment, has become a key driver of sports apparel selection and purchase. At the same time, short‐form video marketing has become an effective means of communication. It is rich in cultural, historical and social symbolism. The results of the study show that sports apparel with fashionable features not only enhances individual confidence and motivation, but also enables a more diverse and complex symbolic expression of the body in social media. Understanding and keeping up with the latest fashion trends is crucial for sportswear brands, especially in China, the world's largest consumer market. This study provides brands, designers, and market analysts with valuable insights that will help them more effectively capitalize on market trends and consumer demand.