Designing for the bigger market

• Price point! Keeping it low in relation to middle market pricing yet trying to keep a higher quality garment than the low end market. To achieve this look at fastenings/embellishments, manufacture (where is the garment made? Where is cheaper? How is it constructed?)

• In the mass market you want to appeal to a wider range of consumers. You still want to be on trend e.g colour and style wise but also have a mixture of statement and staple pieces.

• You want to have an image that reflects quality, versatility, price, while being fashionable.

Other factors to consider...............

• Comfort - You want to have a garment that is comfortable and easy to wear. Made using the correct fabrics for the function intended, also which is easy to get in and out of. No one wants to be fighting with their clothing do they??

• Fit - The garment to be in correct proportions with correct and accurate sizing. Slight tailoring too can give a better fit to a garment whilst giving the illusion of a superior product.

• Fashionable - Getting the right mix of staple and statement pieces. Yes you want some/majority to be staple/classic pieces that can be worn season after season. But add a few spicy statement pieces and your away. Statement pieces are usually a higher price point which = more money made

         Make sure there is a mixture of mix and match pieces. An interchangeable
            collection is key. Think styling.

           The middle market doesn't have to be boring either. A couple of high quality
            fast fashion pieces wouldn't go astray. Not everyone wants to purchase a
             jacket that will fall apart in a month!       

• Durability - Having the correct fabrics for the correct garment is a start. What's the garment for? Whats its purpose? Is it an under layer or an outer? All these question plus more are what you need to consider when designing and making fabric choices. Your not going to make a evening gown out of swanndri or a raincoat made out of silk (well I hope not). It all depend on the garments main function.

• Affordable - For the middle market it needs to be at a slightly higher price point than the lower end but not outrageous either. And the customer will expect a lot more bang for their buck too. So if anything its trying to keep a sense of quality and fit to the garment without without emptying the customer bank account. If it fits well and lasts the will feel they have got the distance out of the purchase and will be back to buy again.

• Ethical Issues - Finding a way to manufacture garments where workers from where ever the garments are being manufactured are being treated and paid fairly for their work and time. Also impacts on the environment is becoming a bigger factor too. Companies going green, using organic fabric, animal rights, environmentally friendly fabrics.