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> Have I been cheated? Of what?

In theory, you've been cheated of the certainties that tend to go along with brand identity. Calvin Klein, as a brand, is associated with a certain amount of quality, of durability, of accuracy in fit, etc. You've been theoretically cheated of those assurances.

In practice, you may not have been cheated of anything. Generally speaking, the trendline for clothing manufacturers is a rise towards a peak, and then a gradual descent from there. Looping back around to the article, Bezos would refer to them as "Day 1" companies while they're still proving themselves, ensuring quality and fitness, and "Day 2" companies thereafter, once they've attained enough brand recognition that they can coast on their laurels. In many cases, quality goes down, fit and finish suffer, and, of course, margins go up.




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