In truth, for even the most localized trendsetting brands, it’s of vital important to know what’s taking shape among China’s youth culture as the ripple effects from the sheer heft of their size (despite the down economy) continue to shape global economics and opportunities.
How China’s Youth Culture May be America’s Best New Fashion Market -Excerpts and Data from Label Networks’ 3rd Annual China Youth Culture Study 2009
Japanese Dekotora Subculture of Illuminating Trucks Gives New Meaning to Pimp My Big Rig
In the United States, the after-market car market continues to grow as an important subculture within various demographics, with individualism expressed through one’s ride becoming an important way to make a personal statement. Coming from Japan, the Drifter scene has also had a great influence on car culture in America with competitions scattered now throughout the country. But the latest evolution, as documented by writer and photographer Tatsuki Masaru in his new book “Dekotora,” which means a truck decorated with illuminations, is the growing fascination of truck drivers across Japan who pimp their big rigs with massive neon lights on the outside and luxury interiors on the inside.
Car Culture in America Is Changing Fast Thanks to a New Generation of Drivers Taking the Wheel on What's Important and Why, and Reinventing the Industry Altogether
Fresh results from Label Networks' Fall Youth Culture Study 2008 indicate automotive changes among youth culture continue to carve out new trends and ideas that for some reason the auto industry (and corresponding agencies) simply don't get.