To compare and contrast apparel is perhaps the most familiar self-made test for most consumers. The technique of comparison and contrast is one that is useful to us when we speak about product identification and purchasing power. It is our very own expository technique which we use for fuller understanding and expression of an increasingly and more complex intellectual fashion world. It challenges us to relate meaningful what we know about one product to another. In the process of comparison, we are apt to cast more light on both products we are dealing with at point of purchase and to enlarge not only our general understanding of the items but also the intellectual experience as a whole. In my study of menswear, the ability to compare and contrast items is generally considered a test of our understanding and of insight into them. It is a test which curious consumers almost invariably ask brand representatives to meet or challenge. To fully understand product comparison and contrast one must understand what is involved in the process of making the items that are being compared by organizing a logical test. Confronted with a typical assignment to compare work-boots, I first sough...