 In addition, the emergence of a strong youth culture in the 1960s and 1970s that continues today (especially in the Harajuku district) drives much of the striving for new and different looks.The rise of consumerism to an important part of the "national character" of Japan during the economic boom of the 1980s, and even after the bubble burst consumerism also contributes to the pursuit of fashion.These factors result in swift turnover and variability in styles popular at any one time.