Mass market
These days the fashion industry relies more on mass market
sales. The mass market caters for a wide range of customers, producing
ready-to-wear clothes in large quantities and standard sizes. Cheap
materials, creatively used, produce affordable fashion. Mass market
designers generally adapt the trends set by the famous names in
fashion. They often wait around a season to make sure a style is
going to catch on before producing their own versions of the original
look. In order to save money and time, they use cheaper fabrics
and simpler production techniques which can easily be done by machine.
The end product can therefore be sold much more cheaply. Increasingly,
many modern high-end designers are now beginning to turn to mass
market retailers to produce lower-priced merchandise, and to broaden
their customer base |