Digital fashion media and digital emotions. Rise of reflective emotions in China’s digital ecosystem.

The research offers an overview on the digital landscape in China, relating on the role of media in fashion system. Withing this vibrant ecosystem, the rising segment of Gen Z netizen face web contents and social networking in an enthusiastic and playful way, driving up the ongoing market trends. In fact, the role of media in contemporary fashion system is reshaping communication, retail and everyday con-sumption and media have become increasingly central to redefine practices and experiences in fashion. This phenomenon has been named “mediatization”, in a first time developed in Western fashion capitals and then mainly implemented in Asian markets. In particular, the research focuses on how user emotions play a crucial role in fash-ion mediatization in China as a transformative driver to understand product and brand values. We highlight on a differentiation in between the different digital emotions and how the user is experiencing them. On one hand visceral and behavioural emotions play a consistent role in contemporary emerging trends, characterizing the fashion campaigns and ecommerce strategies of main international fashion brands. On the other hand, we highlight on an emerging interest on reflective emo-tions, focusing on understanding and experiencing consistent stories and values. As happened in Western fashion system, also emerging Chinese brands are experiencing reflective experiences in fashion en-hancing values related to Cultural Heritage and product quality that overcome the usual screen-based UX. Thus, we highlight on a new potentials in fashion mediatization enhancing consistent reflective emotions related to product-system.