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New generation living in the era of market economy, accompanied with growth of the Internet, the the commercial cultural values spread of consumerism lifestyle monasteries, the lack of peers in the family, so they rarely influenced by the traditional culture of the heroes, paragons of virtue, conformist concept Vietnam and more strange, entertainment, advertising, stars, sports, popular innate. Advocating the consumption of this concept, and will accompany them into mature lifestyle. This maturing process, is the fashion brand influence and guide the best time of their consumption behavior jeremy scott fall 2012.