More privileged societies tend to wear the same "classic" styles and disregard the latest fashions as they oppose an apparent "distinction of occupational achievement". The upper-middle classes desire clothing more "corresponding to wealth and high living". For the lower-middle classes tend to disregard "high style", for what is "daring" or "unusual". Individuals who are on a spending budget are more likely to purchase the 'latest trend' but frequently make their customised adaptions. Ultimately fashion opinion leaders influence the adoption and diffusion of fashions within a social group. When individuals play both roles of opinion, leader and innovator, they are referred to as "innovative communicators" within each social economic group. Due to the ease of access to all the fashion segments in the industry and at all prices, the development in the textiles of garments along with the expansion in retail trade has eradicated the differentiating social economic class. This allowed more distinctions to incur in these segments, including 'make', retail 'brand', fabric, as well as style and quality. Market trends derive in many social groups, including youthful urban subcultures. Certain trends to the fashion industry may appear to be more popular and successful within some social economic groups as opposed to other groups. Other fashion trends may even fail to all types of social economic groups. "The newest styles become adopted in different ways. This can be through the process of customization in which certain elements become more important than others and is solely dictated by the consumer." In today's fashion industry it has become increasingly challenging for fashion firms achieve consumer satisfaction due to the constant and rapid development of trends and styles.