Why you don't see Scots wearing their kilts often

[GG]

You will save neither the kilt nor the tartan by lamenting that a Scotsman does not wear them often enough. Don't suggest when or how he should wear it. Uh uh, Tell him he can't. Prohibit his wearing it, and HE will see to it that the kilt survives until the crack of doom. Lord bless him!

I think we have all seen the article “The kilt in Crisis” in the Heraldscotland 3 Oct. 2010. http://www.heraldscotland.com/news/h...isis-1.1058881

Now, I won’t talk about kilts. That I leave for the Scotsmen to do. I speak general supply and demand, something that to me has played a major role during all my professional life:

As long as, in our “western” society, the demand for a given good is sufficient, there will always be manufacturers who will satisfy this demand.

If the demand is increasing existing manufacturers will produce more and bring their production facilities in accordance with their expectations. New competitors shall enter the market.

If, on the other hand, a market is declining, we see manufacturers leaving it, be it by their own choice or so forced to.

That is the market category or total market thinking.

Looking at market segments, could be price segments, some might increase, even on an otherwise declining total market, or decline, at least relatively, on an increasing total market. An example could be prohibitive prices, or insufficient value for money – in the mind of the consumers. What the manufacturers should think about the value for money relationship is of absolutely no importance, sorry to say. In practice it means that consumers might still be able to get the product, but not THE product.

Out of a situation like this there is only one remedy to consumers who care: Use more and buy more – and hope you are not alone.

Just a few thoughts - nothing of relevance for kilt wearing.