It is obvious that the more expensive the collection the higher the quality in fabrics and construction, but the design becomes more minimalistic. I noticed that fibre content was richer in more natural fibres like wool and cotton in the higher market, whereas the lower market had a lesser percentage of these fibres and contained more synthetic fibres such as viscose, acrylic and nylon. Organic fibres were only seen in high end market labels and weren't available to the mass, lower income market.
However the lower end market did provide and cater for a wider range and larger sizes, whereas the higher end market concentrated on smaller sizes that more in shape women could wear. This dictates the kind of market and consumer they aim their designs at.
As we should be aiming our collection to the mid market and have chosen to do a sustainable collection, I'm looking at the type of consumer who is eco-consious; would spend a good amount of money on everyday pieces and invest in statement and pieces like jackets and jeans; who is the average size of 10 (8-14) and would take the time to hand wash or dryclean certian pieces.
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