's largest age group, baby boomers are getting older, and the as the population growth rate remains at a record low, less than 1% this year, the industry is shifting its strategy to redirect their production and advertising toward this group. According to statistics, this is the group with the highest buying power. Thus, retailers and producers are grasping to this opportunity and are spending tremendous effort in trying to please them. GOVERNMENT REGULATIONS The retail apparel industry has benefited extremely as a protected industry of the United States since 1957. Protection means that the government limits foreign import of apparel through quotas and high tariffs. It is estimated in 1990 that protection of this industry, has cost the American consumers 21 billions dollars. In another word, consumers have to pay six times higher than what they would have to pay to protect this industry. Without this protection, the industry would have to face extreme foreign competition as raw materials and labor cost are much lower in the third world countries such as China, and Indonesia. Domestic production of the industry would go down by 11 billions dollars without such protection.CHRONOLOGY1900--1910: THE BEGINNINGS OF THE MASS MARKET1900 The escalator enables stores to continuously move traffic to upper floors, and helps make multi-level department stores a standard for the century. 1911--1920: USING MACHINES TO GAIN EFFICIENCY1911 NCR produces its 1 millionth cash register... The Computing-Tabulating-Recording Co. the forerunner of IBM, is incorporated. 1921--1930: THE RISE OF THE CHAIN STORE1924 Air conditioning for "comfort" rather than to enhance manufacturing is first introduced at the J.L. Hudson department store in Detroit to keep women from fainting at bargain basement sales. Air conditioning later allows windowless stores and enclosed malls1928 Farrington Manufacturing introduces the Charga-Plate system, made by Addressograph, ...
