Accompanying the economic downturn is a new fashion trend—recession chic, which brings the fashion and retail business hope, impelling consumers to spend even with a lessened budget. To some extent, the word ‘recession chic’ reflects the love for fashion and efforts into styles, because cutbacks in budget never mean low quality, non-design products can seize the market. Rational consumers would not allow poor quality furs to enter their wardrobes, to the opposite, they are more careful about the quality at special times, firmly against buying something at fair prices which is seemingly saving money but due to their poor design and quality, it turns out to be much terrible waste of money, therefore cost-effective fur apparels are current consumers’ keen choice.
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Reality tells us that the time of luxury furs as a means to show off one’s wealth is over, now is rational consumption’s rein. Under economic crisis, the smart and pragmatic majority are more in favor of new consumption patterns, they adjust their expenditure much rationally and wisely, and they are especially so in consuming fur apparels. For example, a lot of people choose online shopping, left over products market and wholesale market, and even go to other towns for good bargains at the cost of time and transportation. The reason is people want to buy something of high-usage at a lower price than before, something they could treasure, and they are not in the pursuit of simply low cost.