The coming in of globalization is characterized by the rise in the income of the middle class and hence a consequent rise of liquid money in the economy. Two sections of the society namely the middle class and the youth are ready to spend on things that don't exactly give returns. People nowadays don't mind in spending a thousand or two on a cozy family dinner once in a while. They don't mind spending the amount of a week's ration on a film. The only return that they get is a sense of enjoyment, change and for some it is the price that is required to be paid in order to maintain the status quo. Thus we can say that the times are truly changing!
The importance that people nowadays give on looking 'cool' or for that matter looking 'hot', or simply speaking looking good is also the direct result of this boom. The mushrooming of beauty salons with their premium priced facials, and haircuts is one such obvious and expected result of this boom. Apparels and accessories also play a major part in looking good. Today the public has the choice. So what if the choice comes for quite a bulk! Leaving apart the highest level of the society, even in a high middle class get together one will rarely find a mismatch in the things one is wearing, starting from tip to toe. Some even accentuate their look more by wearing eye lenses to go with their look!
Brand is the thing to watch out for. People feel it is quite LS (a brand conscious middle class term for low society) to be spotted in anything that is not carrying the logo, that is easily recognizable as that of a brand. Some are finicky enough to go for brands even for the undergarments, but for others as long as they are flaunting brands superficially, they are happy. It's not much of a botheration as to what they are wearing inside. This explains the existence of almost all the popular brands of the world in the poorest of the poor countries and in some of the unknown corners of the world. As a result, needless to say the brands are having the last laugh.
'Sale' that come mostly twice in a year for almost all the major brands are their way of thanking us for increasing their bank balance and decreasing ours!!! Well, I feel very reluctant to believe that the sale season wherein hoardings of "upto 50% off", "flat 50% off", "buy one get one free" are for real. I mean to say, they are real no doubt, but I somehow fail to insult my intelligence by believing that the brands are going out of the way to please us and make us happy by selling things at half the price or whatever and thereby incurring loss. This is one logic that fails my intelligence. However the prospect is quite horrific. That even at a flat 50% off the brands are at profit!!! No matter however much I slam their policies, I am also a victim of this brand and the damned concept of brand consciousness. Without realizing two third of my salary seems to have gone into the coffers of the brands. Such is the attraction of the brands and their 'sales'
Sale is one word that you will find everywhere, not to mention in the internet also. Open any estore in the sale season and the word will come jumping at you. Considering the ecommerce boom this is just an obvious outcome. Even ecommerce solution providers reap the benefits. They also give benefits in certain periods in case you ask for an ecommerce software. Some concerns go a step extra and offer free ecommerce package trials. Thus in case you have an estore you can also take the benefit from a software development company that is offering sale or discount on their development packages. But it's for you to decide whether it really is a benefit.
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