I noticed during my research of market categories that there are no clear characteristics of the middle market as there are for high end and low end brands / stores, and that the middle market just seems to fill the gap in between the two.
I think that it can also sometimes be unclear which market category a certain brand / store would fit into as some could be classified as high - middle market, or low - middle market, and people can differing opinions.
- Pricing
- Consumer needs
- Competition
- Fast Fashion
- Advertising / Promotion
High End (more emphasis put on : )
- Brand Attributes
- Product Attributes
- Consumer Profile
- Styling
- Added Value
- Brand Imagery
- Retail Presentation
- Customer Service
- Quality
Different middle market stores / brands seem to have varying characteristics of high and low market brands to each other.
The main difference I noticed between high and low market stores is that the high market stores have developed a reputation / profile of providing high quality products, and have put time into developing a good brand image. This is seen less and less the lower the brand is classed in the market.
While doing some market research I noticed a lot of Garments in low end stores that seemed to be heavily influenced by designer styles ( this is demonstrative of the trickle down effect ). Below I have some examples of how fashions created by high end designers are emulated in low end stores for a lower price.
I think the main ways that the same styles can be reproduced for a cheaper price for sale in low end stores is with the use of cheaper fabrics, construction techniques, fastenings, embellishments, etc, less tailoring, and production in a country where costs are lower.
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