LOW MARKET: The low-end market consists of garments that are mass-produced for minimal cost. Using the cheapest sourced materials, the cheapest and quickest methods of construction and easiest finishing’s. The consumers of these products are people who are not willing or able to spend large amounts on garments. Such places that are considered low-end market stores include:
• Supre
• Glassons
• JayJays
• The warehouse
• Susans
A lot of low-end market clothing relates to ‘fast fashion’ which means the quickest manufacturing time for trends to go form the catwalk to the shop floor fro mainstream consumers. Materials commonly used in construction of low end products include cotton, acrylic, polyester and viscose. Typical construction methods in finishing a garment include over-locked seams, compared to bound seams you would find on mid/high market garments.
Because of the ability to mass-produce garments at minimal cost, there are a wider range of colors available. For the mass production of low market garments they are almost 100% of the time made in china as the cost of construction pre garment is minimal.
MID MARKET: Middle market consumers are people who would pay a decent amount for a garment but not and extreme amount so it is neither cheap nor expensive. The construction methods used to produce these garments are a little more cost worthy but they create a longer life span for the garment. Methods include neater seaming and finishing’s such as bound hemlines and necklines, linings in garment such as jackets and coats. Topstitching and decorative stitching are used to make a garment more appealing. You start to see the displays of garments on racks are neater and often color coordinated for the trends of the season. Stores you would often associate as midmarket are:
• Area 51
• Cue
• Max
• Country Road
• Witchery
More attention is payed to the finishing touches on garments such as toggles on zips, especially the sewing, threads are cut and no loose threads are left on the garment, there is also more attention towards the pressing of garments, correctly pressed and hung to make the garment look better on the clothes rack. Not so many colors are available however in mid-market production of garments. You also begin to see the use of more expensive fabrics such as silk and 100% cotton and polyester instead of cotton and polyester blends. The manufacturing of midmarket garments is often closer to the origin of the designer, such as New Zealand made instead of made in china.
HIGH END MARKET: The high-end market refers to consumers who are willing to pay large amounts for garments. People who would spend money for luxury items or one off products, the idea of having something that many people wont have, been seen in a designer outfit and the importance or need for importance that this visage create. No expense is speared in the construction of the garments; the best materials are sourced for each look. The sewing techniques that are used are appropriate for each fabric and are impeccably sewn. Finishing’s used include bound seams, topstitching; similar to mid-market finishing’s but implemented more often on the garments. Very few colors are produced in each garment. The care label for each garment becomes more precise including such things as dry flat out of sun, cover buttons in dry cleaning, reshape while damp. The shops that would be considered high-end market are:
• Zambezi
• Karen Walker
• Kate Sylvester
• World
• Alexandra Owen
• Unity
• Good as Gold
• Starfish
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