In those days, the fashions were little more than cheap, mass-produced imitations. Furthermore, many are willing to spend a good part of their salaries on fashionable goods. There is a veritable parade of brand names. In addition to Elle, AVV, Only, Etam, M2 and Esprit, there are domestic brands like Free Bird, Ke'Reer and Reserved, to name just a few. The common characteristic of these names is that they are trendy and stylish, but reasonably priced.
Many brands offer both executive and casual collections.
In a typical Esprit sale, young women can be seen grabbing the sales items and putting them into their shopping baskets without even checking the prices or quality. It seems that all they worry about is whether the garment bears the Esprit name. This consumer group believes that it is important to choose brands that can best project their image and social status. Finity aims for chic casual, Myteno for elegance, Ports looks for femininity, Michel Ren aims at mature executives, while Jessica tries to attract customers to its sleek and sensual looks. Hong Kong's Kaiser and Taiwan's Bianco have joined these high-style brands with their own cosmopolitan approach.