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In the end of 1990’s people were spending on clothes but the average spending price per item decreased. Why?
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The 80’s were dominated by juppies and endless consuming. Juppies were like grown up hippies with a professional view and approach to the world. They had money, endless buying power and sophisticated opinions. They were powerful and ambitious with liberal ideas – they were products of a cultural shift in the society. The economic capital was in its peek but what happened to the cultural capital? Mobility grew and people worked more in big cities. Women were working which left less people at home. Towns and villages lost some of their cultural capital since people who used to gather were now working and there was no time for leisure, friends and family. Businesses became more like communities and shopping became a medium of communication and expression. The economic capital was in its height. People were working longer hours and as one consequence, families were breaking up. Divorce rates sky rocketed. Cultural capital diminished. Trust on government faded, there was a general lack of faith. This urged people to shop and spend more. The belief system weakened and they were no longer able to draw distinctions based on their cultural capital. Instead they consumed and started to believe in the brands which were offering them answers, making them feel a part of something and being important. Through the end of 80’s and beginning 90’s people were trying to buy status, sophistication. The more prestigious things you had, the more appreciated you would be socially. At least that was the belief. Juppies wanted to distinguish themselves from the others by consuming, trying to collect cultural capital with economic capital.
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