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fashion, as well as being a matter of creation, consumption, and identity, is also a matter of production, distribution and retailing (p. 121). du Gay’s (1997) point can be summed up when one thinks of production as it relates to the popular clothing retailer, Express. On its website, the company features an “About Express” page, which includes the following: Express is the must-have sexy, sophisticated fashion brand for work, the weekend, or going out. It’s what’s new and what’s now for young fashion-forward women and men... We aren’t inventors – there are so few of those in the world of fashion today. Nor are we imitators–that is far too easy. At Express, we are innovators. We find inspiration and trends from all over the world and interpret them in a way that is uniquely Express. And we have become the preferred destination for the latest trends, essential styles, and must- have key items (About Express, 2011). The above statements help to illustrate moments of production, as well as identity and representation. Arguably, the brand is attempting to explain who its key consumer is—a young, sexy, sophisticated, and fashion conscious individual. These terms may resonate with one’s identity, and inspire someone to consume Express clothing because they may think that by doing so they will represent the type of individual Express is producing, and also allow them to engage in creating the identity they are striving for. Once again, it is worth noting that all of this takes place within the complexity of a lived experience—the consumption and production of what it means to be young, male or female, white, black, Latino(a), and etc. comes into play. Arguably, a hauler will consume, produce, represent and identify with such social structural categories. Further, as many retailers today provide consumers with the option of online shopping, Express not only offers its customers a website to fulfill consumption purposes, but also an online venue titled “EXPLife.” On this page, below the EXPLife wording is the phrase: “Where fashion is social and style is life.” Here, viewers are provided with news stories about where Express clothing has been featured (i.e. in magazines), updates about upcoming Express events, 31PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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