CONSUMER
Once fashion was dictated to consumers and there was little choice but to accept what was on offer. The tables are beginning to turn and the consumer has more power to accept or reject fashions.
Recognizing this, clothing producers are researching the market more to see what will be acceptable before fi lling the stores with goods
that just end up being discounted at sale time.
Consumers of all descriptions are more fashion educated and consequently more fashion conscious. They are demanding products that are designed to perform in special ways. Most want to express their
personalities through their appearance and therefore their choice of clothing. The increasing numbers of working women want garments designed for their particular needs.
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