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… 

Cloak or Flaunt? - The Firm's Fashion Dilemma

Often firms in the fashion industry purposefully withhold information on the identity of their most fashionable or acclaimed products. The benefit of this strategy is not obvious since we would

Definitions and Characteristics of Fashion and Trends

We suggest that diversity and changes in the visual design of web pages exhibit trend-like characteristics. We begin with a survey of the fashion and trends literature to clarify these terms and to

Cloak or Flaunt? The Fashion Dilemma

This paper model fashion as a social device that plays the dual role of allowing people to both fit in with their peers and differentiate themselves by signaling their good taste or access to information and shows that the most tasteful product endogenously emerges as the fashion hit or “it” product.

Representing the middle-class ‘hipster’: Emerging modes of distinction, generational oppositions and gentrification

This article explores how representations of the ‘hipster’ in newspapers and on blogs are bound up with processes of class distinction in contemporary Britain. The analysis demonstrates that the

Evolution of male self-expression. The socio-economic phenomenon as seen in Japanese men’s fashion magazines

Visual aesthetics represented in Western media by the name of “Japanese style”, is presented from the point of view of women’s fashion, especially in the realm of pop-culture. The resources available

Conceptualising Social Types and Figures: From Social Forms to Classificatory Struggles

The analysis of social types, such as the stranger, the marginal man and the folk devil, has a long, significant history in sociology and related fields. Although the social type concept currently

The Fantasy of Sex and the City: A Postcolonial Critique of the Romantic Imaginary, Consumerism and Globalization

Premiering in 1998, Sex and the City sparked a revolution in television culture. The series about four Manhattan women obsessed with sex and shopping fared well with audiences and critics. Sex and

Contested Kicks: Sneakers and Gay Masculinity, 1964–2008

This paper presents a critical ethnography of an example of fashion's mediating cultural work: sneakers and North American gay men. This rich example presents fashion with a specific garment and

Kogyaru and Otaku: Youth Subcultures Lifestyles in Postmodern Japan

The article studies social-group peculiarities and lifestyles of kogyaru and otaku as significant groups in contemporary Japanese youth subcultures. They are typical for postmodern society, with its

Girls changing the language : a comparison between the Meiji schoolgirls and the present day kogals

When girls in Japan acquired the right to higher education in the wake of the Meiji reformation in the 19th century, these girls began to talk in a way that was considered vulgar by the public. It



Diffusion Models and Fashion: A Reassessment

Large-scale diffusion processes such as those affecting fashionable clothing are difficult to study systematically. This article assesses the relevance of top-down as compared to bottom-up models of

Processing Fads and Fashions: An Organization-Set Analysis of Cultural Industry Systems

  • P. Hirsch
  • Business
    American Journal of Sociology
  • 1972
Organizations engaged in the production and mass distribution of "cultural" items are often confronted by highly uncertain environments at their input and output boundaries. This paper outlines the

“Fashion” in Women's Clothes and the American Social System

for sociologists to explore. In the second area, analysis of the national economy as reflected in factory systems, we need to restudy such phenomena as rationalization, work discipline, the fixed

In Search of Excellence: Fads, Success Stories, and Adaptive Emulation1

The faddishness of the business community is often noted and lamented but not well understood by standard models of innovation and diffusion. We combine arguments about organizational cognition and

Off-the-Rack Identities: Japanese Street Fashion Magazines and the Commodification of Style

Street fashion constitutes an important context in which notions of spatial, personal and generational identities are being played out on the streets of Japanese cities. Negotiating the gaps between

RADICAL CHIC AND MAU-MAUING THE FLAK CATCHERS, Tom Wolfe. New York: Bantam Books, 1971, $1.25 (paperback), 184 pp

  • Psychology
  • 1972
The Scene). It is ethnography of the firsthand sort, describing people trying to make sense of the events in which they are implicated, with the additional twist that seems to pervade the rock

How Hello Kitty Commodifies the Cute, Cool and Camp

As people mature, appeals to nostalgia encourage a reconnection with the past by buying products united by one leitmotif; same commodity, same individual, different ages/tastes/styles/desires.

Management Fashion: Lifecycles, Triggers, and Collective Learning Processes

This theory-development case study of the quality circle management fashion focuses on three features of management-knowledge entrepreneurs' discourse promoting or discrediting such fashions: its

Notes on a Natural History of Fads

The natural history of fads of fashions, a particular type of social change, is told as a succession of chronological stages, each characterized by the interaction among producers, distributors, and