Uniqlo CMO on Why Consumer Culture is ‘Generic’

In their paper, "The Law, Culture and Economics of Fashion," law professors Scott Hemphill and Jeannie Suk define fashion as being simultaneously characterised by 'differentiation' and 'flocking.' On the one hand, consumers wish to belong to a group, but on the other, they desire to assert their individuality and dress differently from others. As fashion continues to be reshaped by digital media, 'differentiation' would seem to have the