In the end of 1990’s people were spending on clothes but the average spending price per item decreased. Why?

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 ...