The Charm Of Brand

How to’develop personal abilities (including learning abilities and social skills)’ and how to’display personal abilities’ are indispensable steps to get the initiative to win in the competition in the field of 985 Project Universities. Particularly the latter one makes visible symbolic capital appeal to more and more college students. Brand clothing consumption with intense symbolism not only reflects college students’ aesthetic taste, but also becomes the significant symbolic capital for students’ self-construction, gaining recognition and expressing expectations of higher social status at a time when visual culture holds dominant position in the consumer society.There are diverse brand clothing consumption style emerging in the college campus during the process that college students take the advantages of brand consumption to obtain the symbolic capital. Some college students who immersed in consumption fantasy act as brand clothing consumption enthusiasts. Some of them who based on rational thinking behave a sensible brand clothing consumers. Some of them who get the rules of brand symbolic consumption games, but can’t get rid of the influence of the rules, finally become the moderate brand clothing consumers. There are also some college students who shocked by the symbolism culture incorporating themselves into the field. These consumption practice appear not only in the campus activities, but also in the process of seeking jobs which college students pay much attention on it. On one hand, college students accumulate symbolic capital to show their personality through the brand consumption, on the other hand, they make connections with other students by buying the same type of brand clothes to get their recognition.This article presents the college students’brand clothing consumption life in N University, which is included in 985 Project. The intention of this article is to illustrate the culture mechanism which stimulates the brand clothing consumption of Students, and symbol reproduction in the college competition field. Base on the descriptions of brand clothing consumption stories of college students, this paper will clarify three culture mechanism which lead to their brand consumption. The first one is the intergenerational influence of family brand consumption habitus. The second one is the infectiousness of brand consumption in peer groups, and the third one is Aesthetic shape by mass media. Those culture mechanism jointly play a role in many circumstances. That is the reason why brand clothing consumption emerge frequently in the college campus.However, college students get to know the rules of symbolic competition in the competition field. For the purpose of getting initiative to win in the competition, college students make use of brand symbol to manage himself/herself. Faced with the conflicts between college students’strong consumption desire of brand clothing and insufficient paying ability, many students choose to purchase high copy of brand clothing. This consumption strategy also reflects one aspect of campus brand consumption culture. In conclusion, they are looking forward to getting higher social status by improving their image capital, self-construction and gaining recognition.