The Collision of Luxury and Tradition: Middle-Aged Female Consumers’ Cognition and Preference for High-End Cheongsam Design Innovation

Abstract

This research critically examines the cognitive evaluations and emotional responses of middle-aged female consumers towards innovative cheongsam designs that intertwine traditional cultural elements with luxury fashion and ethical business considerations. Adopting a Systematic Literature Review (SLR) methodology structured by the PRISMA protocol, the study synthesises findings from peer-reviewed academic sources to identify the cognitive, cultural, and strategic branding determinants that inform consumer preferences within this demographic. The synthesis demonstrates that appreciation for design innovation is contingent upon its alignment with cultural continuity, emotional resonance, and aesthetic refinement. Notably, variables such as cognitive self-concept, congruence between brand identity and self-image, and the strategic use of emotional branding are instrumental in shaping brand preference and consumer loyalty. Furthermore, innovative design emerges as a pivotal factor in strengthening brand positioning and fostering deeper consumer-brand interaction. The study advances the discourse on luxury fashion branding by spotlighting a demographic frequently marginalised in strategic market analyses, and offers practical implications for luxury brands seeking to formulate culturally responsive and innovation-led design strategies targeting this influential cohort.