The Effective Intersection of Digital Technology and the Chinese Yi Minority: Strengthening Local Design and Culture of SMEs Through AR and VR

Abstract: To explore the challenges and opportunities for Chinese fashion SMEs in incorporating local Yi cultural influences with AR and VR; and to identify the critical cultural and technological factors in order to make strategic recommendations.Method：The research followed an interpretivist approach and employed a mono-methodology qualitative study. A cross-sectional narrative inquiry, featuring ten semi-structured interviews, collected data. Non-probability purposive sampling targeted industry experts from digital fashion and Chinese ethnic-style fashion SMEs. Interview responses were coded for thematic analysis (Saunders et al., 2019), aligning with research questions. Finding: The study reveals that for Chinese fashion SMEs related to the Yi minority, sincerity and authenticity are vital elements of fashion branding, transcending commercial considerations. Ethnic minority-inspired brands weathered the pandemic by capitalizing on cultural identity, enabling evolution and success. Effective communication with consumers played a key role in conveying the brand's message, while digital fashion technology, like AR and VR, enhanced these communications. Technology can address standardization and sustainability issues in fashion but cannot replace the foundational significance of ancient Yi fashion craftsmanship and heritage. A balanced approach between Yi brand rebirth and digitalization is crucial for thriving globally by merging tradition and technological innovation using AR/VR to promote Yi fashion and culture. Limitations include potential response bias due to self-reported data and the need for continuous updates in dynamic digital technology. Small sample size and qualitative data subjectivity are also noted. However, valuable insights were gained, supporting the effective intersection of digital technology and Chinese Yi Minority in SMEs using AR and VR applications.Practical implications：Applying digital technologies like AR and VR can streamline the supply chain, fostering circular economies. However, the rise of brand collaborations may pose challenges to traditional ethnic craftsmanship authenticity. Despite this, establishing partnerships with digital technology companies can lead to fruitful contemporary and traditional collaborations in the long run.Social implication：Chinese fashion SMEs must be willing to take risks and embrace innovation in the realm of digital fashion. Upgrading digital technologies may involve medium costs and risks, but it opens up opportunities for tailor-made, real-time production using AR/VR integration. This shift towards scope-based economies allows for more specific and impressive audience targeting.Originality/value：The originality and value of this research lie in its exploration of the unexplored territory at the intersection of digital technology and the Chinese Yi Minority. By leveraging AR and VR, the study empowers SMEs to enhance local design and preserve cultural heritage effectively. This unique approach fills a gap in the literature, providing novel insights into the transformative potential of digital technology in a culturally rich context. By addressing the practical applications of AR and VR for SMEs, this research offers valuable contributions to the fields of technology adoption, cultural preservation, and business development.