The Emergence of Trendsetters for Fashions and Fads: Kogaru in 1990s Japan

  title={The Emergence of Trendsetters for Fashions and Fads: Kogaru in 1990s Japan},
  author={Tadashi Suzuki and Joel Best},
  journal={The Sociological Quarterly},
  pages={61 - 79}
Analyses of fads and fashions often note the importance of trendsetters whose early adoption of novelties provides an example for others to follow. However, trendsetting is usually taken for granted; there is no effort to explain why some groups assume fashion leadership. This article seeks to account for the rise of kogaru (stylish high-school girls) as trendsetters in 1990s Japan. We argue that trendsetting requires resources—particularly leisure time to devote to fashion, disposable income… 
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