Alone But Not Lonely-A Preliminary Study On The Relevance Of Subculture And Popular Culture In The Fashion Industry

Western society in the early 1940 s has the concept of subculture has carried on the research,the Chicago school the first to use the term.In the west after world war ii,no soft youth,ere skinheads,mods,punk,hence,rock generation,the lost generation,the beat generation,rot generation.Shocking youth subculture constitutes the singular landscape of contemporary aesthetic culture.Subculture reveals the present cultural symptom and social problems,showing the rich humanities feelings,not only can solve the contradiction,imagining level and has cognitive value and certain resistance.Stylized and borderline after subculture,dominant interest groups can't sit still,they to unremitting subculture stem(bulk copy,publicity and packaging),the subculture style incorporated into the dominant social order,subculture naturally close to the mainstream culture.At the same time a large number of subculture goods flood the market,soaring fights to also make subculture mainstream melody style to fashion and fashion.Subculture was given business value at the same time,also as a way of life and life attitude.Based on the correlation between subculture and the mainstream culture,as the research content,in an objective and rational way and listed.Placed subculture in the mainstream fashion industry environment,focus on subculture clothing brand in the mainstream fashion behavior model,have both those strategies to raise their brand value.At the same time,combining with the domestic clothing brand subculture in recent years the mainstream of behavior,demonstrate the relationship between sub-culture and mainstream culture.Based on the present situation of different subculture brand mainstream behavior research,marketing,sociology,communication content analysis under the surface of inner link,summed up the sub-culture and mainstream culture in the fashion industry in a variety of contact,and subculture clothing brand in the process of using the mainstream business practices,and should be focused on the content of uniqueness,brand value and culture popularization,and product integration,etc.,to domestic subculture clothing brand in the mainstream of practice has a certain guiding role.