High End
Karen Walker
Kate Sylvester
Middle Market
Area 51
Ruby
Mass Market
Glassons
Farmers
High End
• Limited sizes available, only small
• Excellent quality fabrics and manufacturing
• Boutique atmosphere and clean look
• Garments located at eye level with no mess
• Limited sales, usually not in store but instead held as an event
• Trend setting, where low end market imitates design elements
• Personal service
• Advocates an individual experience
Middle Market
The middle market is essentially the market between the low and high end stores.
• Classic styles
• Smaller sizes available only
• Nice atmosphere with space to move
• Often multiple brands are available within middle market stores
• Multiple choices
• Personal service
• Good quality fabrics and construction, however very minor flaws can be found
• Cheap enough to be accessible to many people
• Prices from $100 to $500
Mass Market
• Various stock in multiple colour, if you don't like the colour of a garment, it is likely to come in another
• Mass produced therefore if you cannot get a specific style at one store you will likely be able to get it at another
• Affordable, with garments under $150
• 'Fast fashion'
• Products discounted year round, with sales often throughout the year
• Less tailoring than more expensive garments
• Less time and care taken
• Copies all current trends, but are clearly seen to be cheaper imitations
• Cheap fabrics, fastenings and embellishments
• Busy and crowded atmosphere
• Nothing unique, garments only change in minor details between low end stores
• Minor damage and imperfections can be found on garments often
• Large range of sizing available, however shape will often not suit some body types
What is their focus?
High End
• Perception of the brand
• Styling
• Value, garments will last a long time
• Brand imagery
• Personal customer service
• Quality
• Being true to the brand's identity
• Originality
• Creating the 'ideal', smaller sizes
Mass Market
• Accessible to everyone
• Competitive pricing
• Fast fashion
• Advertising and promoting the brand
• Fast product movement
• Mass selling
• Mass produced therefore if you cannot get a specific style at one store you will likely be able to get it at another
• Affordable, with garments under $150
• 'Fast fashion'
• Products discounted year round, with sales often throughout the year
• Less tailoring than more expensive garments
• Less time and care taken
• Copies all current trends, but are clearly seen to be cheaper imitations
• Cheap fabrics, fastenings and embellishments
• Busy and crowded atmosphere
• Nothing unique, garments only change in minor details between low end stores
• Minor damage and imperfections can be found on garments often
• Large range of sizing available, however shape will often not suit some body types
What is their focus?
High End
• Perception of the brand
• Styling
• Value, garments will last a long time
• Brand imagery
• Personal customer service
• Quality
• Being true to the brand's identity
• Originality
• Creating the 'ideal', smaller sizes
Mass Market
• Accessible to everyone
• Competitive pricing
• Fast fashion
• Advertising and promoting the brand
• Fast product movement
• Mass selling
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