When Trends Become Cultural Arenas: CLOT’s Role in Constructing Gen-Z Cultural Identity Through Advertising and Offline Events

Abstract

In recent years, the "Guochao (Chinese Streetwear)" phenomenon has become a significant vehicle for Generation Z to express cultural identity and national confidence. This study takes the renowned national trend brand CLOT as a case to explore how it constructs cultural identity through advertising communication and marketing strategies, achieving effective offline reach and commercial dissemination. Employing a combination of case study and textual analysis methodologies, this paper first applies Stuart Hall's "encoding-decoding" theory to dissect CLOT's extraction and translation of traditional cultural symbols in product lines such as "Silk" and "Terracotta Warriors". Subsequently, drawing on Pine and Gilmore's "experience economy" theory, it examines CLOT's practices in creating immersive cultural spaces through integrated online-offline initiatives, pop-up stores, and thematic exhibitions. Findings reveal that CLOT successfully fosters consumer cultural identification through a multidimensional mechanism: "cultural symbol translation → aesthetic system integration → ritualistic interaction reinforcement". Its closed-loop model of "online traffic generation, offline experience, and social sharing" efficiently converts cultural value into commercial value. Simultaneously, by analyzing user comments on social platforms, the study reveals the micro-mechanisms through which consumers actively participate in co-creating the brand's culture. This research provides theoretical references and practical insights for domestic trend brands seeking to balance cultural depth and commercial benefits in the context of globalization.