In today's consumer market, the public has quite a variety of options to choose from. Whether it is potato chips, coats, couches, appliances, or any other type of item, there are most likely several options. Today, consumers can shop until they find something that fits their taste and needs. Also, while shopping leisurely, consumers can buy what fits their personality or identity, and forego buying something that may be more constructive.
             Take for instance, clothing. Instead of buying inexpensive clothing at one's local K-Mart, some consumers choose to shop at specialty or department stores. While the clothing may be more expensive, there is usually a much larger selection and the label may carry a certain status that the consumer would like to portray. Whatever the case, fashion and clothing are prime examples of how consumer goods can express their identities.
             Women in the early 1900's used several different fashions to create identities for themselves. During that time, it was fairly easy to determine the rich from the poor based on attire. Fancy dresses and hats signified a more aristocratic woman. In 1909, women workers decided to change that. They began to wear their identity to work. They no longer wanted to be portrayed as rough women; so they started to incorporate ladylikeness in their clothing. They would wear their best clothing to work and on strike. Fashion became one of the most successful resources in the early 1900's that women used to define themselves.
             The Shirtwaist Strike in 1909 marked the beginning. Of the 20,000 strikers, 85-90 percent were women. The women strikers picketed in their best clothing which provoked much criticism. Reporters, leaders, and the media struck out against the women claiming that if the women could afford such lavish clothing, their claims for better wages were obviously inadequate; they were clearly making enough already. The women were ...