Fashion Note.18

America's relationship with cheap products in the market is problematic and dangerous, as the increasing availability of similar or identical products has made price the ultimate arbiter of consumer choice. This focus on low prices has led to a shift in power away from manufacturers and workers, towards giant retailers and stockholders, enabled by technology-enabled globalization.

The rise of online shopping and self-service has reduced the need for skilled staff, with consumers bearing more responsibility for their purchases. However, this has also led to a reduction in choice as price has become the primary factor in decision-making. Discount fashion, which has infiltrated various market segments, is a category killer, with millions of people willing to go into debt to purchase items on installment plans.

The manipulation of prices by retailers is meant to confuse consumers and lead them to make impulsive purchases, with little regard for the quality or craftsmanship of the products. As a result, many consumers end up with poorly made, unflattering clothes and shoes in horrible shades and prints. Factory outlets, which were once a popular tourist destination, have now become a fast-growing retail segment and a part of the travel industry.

Fast fashion brands like H&M and Zara offer the masses trendy clothing at affordable prices but at a hidden cost to the environment and society. Cheap fast fashion has made fashionable and desirable garments devoid of craftsmanship, with alarming environmental and social implications.

While some argue that discounting helps keep inflation at bay, others argue that the great depression was characterized by deflation, not inflation. In recent decades, wage stagnation and growing debt have made discounting even more appealing.

Many people who live a cheap lifestyle, including buying cheap food, reflect our cultural traditions and values, with price often being the primary factor in deciding what to eat or wear. However, most consumers have no idea what goes into setting a price, with many overestimating profit margins.