However, they definitely haven't displaced dark green. Consumers are very aware of discounts and know they do not have to pay full price if they shop around a little. This is affecting the way manufacturers do business, according to Jack Morgan, spokesman for the American Apparel Manufactures Association. That puts some pressure on the manufacturers because these big chains do have tremendous buying power and everybody wants a piece of the action. And to be fair, the retailers themselves are very much affected by the price competition among consumers.
Consumers are very aware that they can get a better bargain up the street . . .
While price is always a consideration, other factors also are important. For example, manufacturers and retailers are appealing to the larger US consumers, who are physically larger than they were in the past. While they are demanding larger sizes, they still want the latest fashions. Not surprisingly, retailers and manufacturers are responding. A decade ago, most women wore a size 12 or smaller.