The more we learn about culture, the greater our understanding of Essay - 2

The more we learn about culture, the greater our understanding of orbiculate consumerism,Discuss - Essay display caseThey go on to claim that people are free and rational, (Sheth & Malhotra, n.d, n.p) to make whatever choices they want about what to purchase, and that they have the desire to be various from others this is what has resulted in the rapid turnover in goods and services, (Sheth & Malhotra, n.d, n.p). Globalization has influenced this consumer culture in the way that ideas about what is fashionable spread from many parts of the world by dint of the media and internet, creating what is a global style, (Globalization, 2010). Now we can sense that the consumer culture is becoming a global consumer culture globalization has homogenized images of the good life, and created sense of global identify and memory without which any cultural identity is incomplete, (Sheth & Malhotra, n.d, n.p).Next, it should be helpful to explore what effect this globalization has on retailers a nd manufacturers in the fashion industry. Doherty notices how in UK on that point is a multitude of fashion retailers, both national and international, and how global brands have come to characterize our major high streets and consumption patterns, and undoubtedly have an increasingly important influence on our lives and spending habits, (Doherty, 2009, n.p). Globalization however means that the products provided by these international shops go through an extensive network of contractors and subcontractors, in different countries (Globalization, n.d, n.p). For example, a dress from a Gucci shop in Italy will be stitched and assembled in another country akin Guatemala. It is rare that these international retailers like Nike, Gucci or Target produce their goods themselves rather, they source and market goods produced on contract in low-wage environments, (Globalization, n.d, n.p). Since these international retailers usually make huge profits,