During the lag, the chaos with the supply of many goods made transportation extremely expensive, and prices skyrocketed. Today's policy of well-known global brands is that they will not reduce prices for their products even when everything returns to normal. When clothing production and consumption increased in the early 2000s, fashion houses were forced to sell unsold merchandise at steep discounts. Now, from an ecological standpoint, companies will not release as many collections per year, and clothes, regardless of season, will hang in boutiques without discounts for longer periods of time. For example, Michael Kors stated that he does not want to deal with large sales, and Hermès never sells at a discount as part of its business strategy.Throughout the season, they successfully sell their collections. Many well-known brands raise prices for no apparent reason in order to create the illusion of inaccessibility, and buyers' desire to fantasize about an expensive bag grows significantly. Unfortunately, the product's quality has no bearing on the situation. However, only the most well-known fashion houses can afford it. Young brands that have recently entered the market, on the other hand, are forced to lower their prices in order to gain consumer trust, which is always rewarded in the world of fast fashion. Perhaps everything will return to its original position because buyers are accustomed to annual seasonal sales and the desire to buy at a discount prevails among the majority of people. According to experts, once shipping and cotton prices return to normal, well-known brands will be forced to stop raising prices and meet their customers' expectations.