Does the consumer really know what he wants?

This week we will talk about the consumer and his role in the production process. Perhaps as consumers we are becoming excessively aware of what we want and, frequently, products are made exactly like we expect them to be. What happened to surprise, discovery and hunting for something? Before our role as consumers, we are individual human beings. And today more than ever, we have the tools to speak loud and clear. Maybe we know what we want as consumers, but do we know what we want as individuals?

We are going to talk about freedom of choice and perplexed individuals seeking to understand their identities through a short novel and about conscious consumer culture in the contemporary fashion system through an article written by our next contributor, Anna Elisabeth Kruyswijk. Stay tuned!