For any market to work properly, certain key elements are
necessary: competition, pricing, rules, clearly defined offers, and
easy access to information. Without these components, there would
be chaos. Orderly Fashion examines how order is maintained in the
different interconnected consumer, producer, and credit markets of
the global fashion industry. From retailers in Sweden and the
United Kingdom to producers in India and Turkey, Patrik Aspers
focuses on branded garment retailers--chains such as Gap, H&M,
Old Navy, Topshop, and Zara. Aspers investigates these retailers'
interactions and competition in the consumer market for fashion
garments, traces connections between producer and consumer markets,
and demonstrates why market order is best understood through an
analysis of its different forms of social construction. Emphasizing
consumption rather than production, Aspers considers the larger
retailers' roles as buyers in the production market of garments,
and as potential objects of investment in financial markets. He
shows how markets overlap and intertwine and he defines two types
of markets--status markets and standard markets. In status markets,
market order is related to the identities of the participating
actors more than the quality of the goods, whereas in standard
markets the opposite holds true. Looking at how identities,
products, and values create the ordered economic markets of the
global fashion business, Orderly Fashion has wide implications for
all modern markets, regardless of industry.
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