“LifeWear”: Why Urban Youths Choose UNIQLO?

Title：“LifeWear”: Why Urban Youths Choose UNIQLO?

（“服适人生”：城市青年的优衣库之选）

Author: 

XU Leibin ( 许镭濒 ) 

Master 2016 Thesis

Abstract:

The urban youths who were born in late 1980’s to early 1990’s are drenched with the flourish of varieties of commodities, marketing and branding. Meanwhile, the dressing style are an important component of the emerging urban lifestyle. Since the Japanese brand UNIQLO hits china market, what’s more crucial is that the traits of inexpensive, convenience and easy-to-match changes and reshapes a series of concepts such as fashion, quality life and beauty in cultural sense. So we can elaborate the aspects of youths life according to the UNIQLO Lifestyle.

Cultural Studies is the main approach to this inquiry into the design, arrangement and advertising of UNIQLO in my dissertation. It is extremely interested in how UNIQLO are updating the mainstream dressing style in urban youths culture. Moreover, the complex relationship between emerging consuming practice and UNIQLO’s marketing strategies is also an important topic in this dissertation. Finally,  I can discuss how UNIQLO attractes the urban youths and form their self-understanding with the perspective of aesthetics and the purchasing activities. In turn, I will further map out how commercial culture shape the subjectivation of the urban youth with its ambiguities.