Orderly Fashion

Preface ix

Introduction 1

The Aims of the Book 4

Order 5

Outline of the Book 9

Chapter 1: Garment Sellers in Consumer Markets 11

Identity 12

Market Differentiation 13

Types of Sellers 19

Competition and Cooperation 26

Splitting and Fusing Markets 31

Summary 33

Chapter 2: Affordable Fashion 34

Identities of Branded Garment Retailers 35

Retailers' Customers 40

Consumption and Identity 43

Price and Garments 46

Fashion 49

Fashion and Power 54

Identity Management 55

The Culture of the Market 57

Status Order 58

Summary 60

Chapter 3: Entrenching Identities 62

Performance Control 63

Relations of Identities 89

Summary 91

Chapter 4: Branded Garment Retailers in the

Production Market 94

Design and Fashion 95

Finding Manufacturers 102

Competition among Retailers 112

The Product 117

Retailers' Identities 123

Summary 123

Chapter 5: Manufacturing Garments in the Global Market 125

The Industry from the Perspective of the Manufacturers 126

The Production Process 131

Identity Differentiation and Strategies 136

Price and Global Competition 138

The Market Culture 142

Order Out of Standard 144

Summary 145

Chapter 6: Branded Garment Retailers in the

Investment Market 147

Approaching Financial Markets 148

Retailers' Identities in Investor Markets 149

The Stock Market and Its Value 150

Trading Fashion Stocks 155

Evaluation of Stocks 156

Economic Evaluation 158

Summary 162

Chapter 7: Markets as Partial Orders 165

Discussion of the Study 165

Partial Orders 171

Appendix I: Empirical Material and Methods 175

Appendix II: Garment Trade Statistics 181

Appendix III: The Garment Industry 185

Appendix IV: Economic Sociology 191

Appendix V: Fashion Theory and Research 195

Notes 201

References 213

Index 235