For the market research I conducted I found that the lower market stores like Cotton on and Glassons were heavily focused on trend driven garments and styles. Where as the higher end stores like Ruby and Good as Gold tended to be more timeless garments where the trends would last longer.
What I took from this research was that although the designs could be similar between the high end and low end stores the fabrics used would be more expensive and quality of sewing and finishes would be greater in the high market. Mot of the garments in the low market were made overseas in China, where as the Ruby garment I looked at was made in New Zealand.
For my collection i will be using cheaper materials to keep my garments within the price range of my middle market customers, but creating value of garment through panel/seam lines with my detailing of tree like ridges. Creating my 'Point of difference'
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