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Abstract

The purpose of this theoretical article is to analyse the social construction of order in two connected markets in the production flow of the global garment industry. The consumer market is identified as a status market, while the production market is defined as a ‘standard’ market. In a ‘status’ market, order is maintained because the identities of actors on both sides of the market are ranked according to status, which is a more entrenched social construction than the commodity traded in the market. In a market characterized by ‘standard’, the situation is the reverse: the commodity is a more entrenched social construction than the identity rankings of actors in the market. The study ties together consumption and production of garments through several markets.