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videos of Express fashion shows, promotions about following Express on Facebook, YouTube, and Twitter, among other types of interactive links. This again helps to illustrate the fact that Express is attempting to produce not only clothing, but a virtual presence, that may resound with new or returning consumers. Again, some of the verbiage or interactive links on this site may influence one’s identity and entice them to shop at this store because they think they will represent the sexy, sophisticated, and trendy Express individual. Haul videos are primarily devoted to sharing one’s fashion or beauty purchases, as well as one’s opinions on current styles or trends. Given that the circuit of culture originated in cultural studies, and in this school of thought fashion is viewed as a cultural subject, the above quotation from Braham (1997) reinforces the idea that the circuit of culture is useful when analyzing fashion and its related artifacts (i.e. fashion magazine and newspaper sections, fashion advertisements and promotional materials, and more recently haul videos). Braham (1997) highlights the fact that fashion has cultural and economic facets, both of which are key to his interpretations and the understanding of cultural economy (p. 121). He maps out the relationship between production and consumption of fashion by offering two stories. Put briefly, the first talks about a British retailer and the requirements they set forth for their blue jean supplier. Even though the trend (at the time) was faded blue jeans, the retailer decided to maintain their non- faded jeans, a judgment that was later looked down upon by the company because it compromised their position in the fashion market (p. 123). The second story “...concerns a variant of a common nightmare that is said to haunt store buyers.” ...the buyer is in a hall which somehow combines elements of all the ready-to-wear collections held each year in Paris, Milan, New York and London. She is surrounded by jostling characters from the fashion circus who are holding out hundreds of dresses for 32PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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