The owner of a shop that loves the brief words stated that the customers are in fact not buying clothes, but rather buying imagination. What they wanted to buy in fact is to be like the "others" who wear these clothes.
The owner of a shop has a unique perspective on the items they sell, suggesting that customers are not merely purchasing clothing, but rather investing in their imagination. This belief highlights the notion that clothing serves as a means of expression and aspiration, allowing individuals to envision themselves in different lives or roles.