When I read about how consumer societies has become out due to “increased industrialization and bureaucratization… [meaning] a decrease in the number of small entrepreneurs and an increase in large manufactures…[creating] a contrast to feudal and rural societies of the past, in which there was proximity between producers and consumers, as in the case of a shoemaker whose shoes were sold and worn by residents in the village where he worked” it made me think of the brand The North Face. I found that The North Face is specifically made for outdoor lovers and their activities and the company began on San Francisco’s North Beach. So how is it that when I look across campus in the winter time I see more people wearing North Face apparel than anything else? Maryville isn’t located at the beach and not everyone who wears this clothing loves the outdoors. The North Face became big when they targeted students to wear their apparel around their campus. Taking their small entrepreneurship and making it industrialized. Not a bad move.