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제목 [No. 213 Special] Flex
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"I've flexed today." "I did Flex.!” This is one of the hottest hashtags trends in SNS between teenagers and those in their twenties. So, What does this word mean in here.?


It means ‘spent a lot of money’. These days, younger generations often use this word to express "proud of their money, waste their money, and buy expensive things. Flex itself was derived from the meaning of ‘bending’ But, nowadays, it is used in a different way.


Teenagers and people in their 20s’s are using ‘flex’ for showing off more often by spending money. So, What does Flex come from.?


The term flex has been used as black slang for “courage” or “showing guts” since the 1990s. Rapper Ice Cube notably used it in his 1992 song, “It Was a Good Day”. Flex comes from flexing one’s muscles to show how physically strong you are–or, originally, how you might be ready for a gang or prison fight.


This became a metaphor for someone displaying that they think they’re better than others. Rappers keep starting to use word ‘flex’ in their songs. And after, Flex came into mainstream popularity in 2019 due to hip-hop songs in Korea. Flex become newly coined word that has been spreading rapidly.


Currently, the word of flex become the keyword of consumer culture among the young generation, shaking up the luxury and fashion markets beyond music. Now, many fashion industries are actively using the word 'flex' in marketing to put ideology of self-satisfaction and individuality through their products.


Because, teenagers and those in their twenties who have saved money for Flex, have started to enter the luxurious shopping market. For that, fashion industries are also scrambling to adjust to level and atmosphere of changing consumer targets.


With the growing of Z generation in luxurious market, brands are removing the old-fashioned images and melting the culture and trends of these generations into their brands. For example, under the leadership of designer Aleksandro Mickelle, Gucci was reborn as a new Gucci style with a big Gucci logo pattern with flowers and butterflies, at the same time they also used social networking services actively to show their identity and freedom of speech.


After their new marketing, Gucci became the most hip brand among young generations. Also, Valenciaga has become popular among the 1020s generation with its primary color original-based Ugly Shoes. Despite the high price, it has become a trend for the younger generation.


And, Company LF took video for introducing new accessory brand ‘HSD new bag’ and attached 'HSD New bag Flex'.  Using the same word as 1020s generations, the friendly marketing led to a huge sales impact, sending the message, "FLEX with this bag."


Casual brand ‘KANGOL’ also used ‘Flex’ for marketing, They held an event called "Flex yourself” in Hongdae, Seoul, last June. Under the concept of "My Own Confidence”, they made a place to communicate between artists and consumers and used Flex in the name of the event.


The idea is to interpret the Flex as "self-confidence" rather than as "desire to show off" to make it easier for young consumers to accept. In this situation, LF Executive Director Kim In-kwon says the use of trendy words among young people in product marketing may not only give the image of a leading brand which can read trendy code, the "Flex" culture may be even more popular as it is the most effective tool that can inspire the public's desire to show off because fashion products are basically luxuries.


In practice, in terms of sales, 1020s’s luxury consumption are increasing by double digits every year at major department stores such as Hyundai and Shin-se-gae. Flex culture is emerging more and more, as luxury is no longer the exclusive possession of wealthy adults, but has become a self-expression method for young people.


Experts attributed the rise in young people's consumption of luxury goods because of easy accessibility of mobile devices. We can easily see the luxury ‘Flex’ on YouTube, and can see the reviews of the purchase. Also, TV stars which are easily accessible in various media play a role in this culture. Recently, KBS News' new media "KLAP" interviewed teenagers who enjoyed luxury goods, and about a third of the class said they had luxury goods.


Most of them said their parents bought it for them because they can’t afford to buy those goods with their own pocket money, and also searched for the lowest price on the Internet to release their guilt. Most millennials and Z-generations (15~24year-old) already have a luxury brand fashion products.


Even if they didn't, they showed that they wanted to buy them. However, ‘Flex’ in vogue, that is people pointing out the problems are also growing. Studies have found that materialism among teenagers may cause them to become overly focused on what they can gain from friends and family and contribute to more self-centeredness and aggression towards others.


In extreme cases, teens blame their parents for not providing the materialistic wealth they desire. When their parents can’t help them, children buy high fashion knock-offs on the Internet or streets.


The essence of "Flex," which originated in American hip-hop, where most poor hip-hop singers used to be poor, is that they now live with such success. This kind of mindset has taken root as if it were a culture. Now that foreign culture has become globalized due to the development of SNS and telecommunication network, such culture passed into Korea rappers’s songs.


After that culture have influenced to teenagers and those in their twenties. However, most rappers who express "Flex" actually a rich and have enough to show off about their money. But teenagers and 20s are still beginner in society and they don’t have enough money to “Flex”. Even more, most teenagers get some money from their parents or earn in part-for time jobs.


Those make up their majority of income. The concern is about excessive consumption. ‘Do they really have to spend too much money for keeping up the trend?.’ In particular, excessive preference for luxury brands goods in teens can lead to extravagant habits, and says it can make possibility of bad results that may lead to crimes for buying those things.


In fact, in March 2019, a teenager stole a smartphone from a jjim-jil-bang (Korean style dry sauna) and paid 33 million won for the luxury brand using the autorization certificate. Before Flex, so-called "Spine Breaker" was a fad term used in early 2010.


It meant ‘a child who asks his or her parent to buy lots of expensive materials’. In that time, North Face down-jackets became popular, so lots of students asked their parents to buy it. But, that wasn’t cheap so it was a burden for parents.


As such, people think ‘Flex’ can make a similar situation, and is a new type of ‘backbone breaker’. For that reason, some say that Flex can make bad habits in consumption. It is said that excessive Flex may not form the right consumption habits to the public through the SNS.


Now, the trend of Flex culture. If we think more deeply about the meaning of that word again , it might become cool word and may able to represent our own expressions of satisfaction and confidence. And we have to know the real wealth comes from our heart.

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