Clothing is an essential item, with consumer choice being influenced by factors such as fashion and a desire to signal social success. Demand patterns are susceptible to branding and advertising, which, despite the lack of significant switching costs, tends to weaken buyer power. There is a fast pace of change in the demands of individual buyers. This means that, in an attempt to maintain market share in a highly competitive market, players aim to attract customers by creating strong brand consciousness and running intensive marketing campaigns. Low barriers to entry and relatively low requirements for capital mean there is a high likelihood of new entrants in this market. Substitutes to apparel retail include bespoke tailoring, factory shops, homemade clothing, and second hand clothing, although these pose a minimal threat to market players.