Overall the Mid-Market has exactly what it states it is.. a middle quality between Mass-Market and High-End Fashion. While the Mass-Market has many almost straight copies of High and Mid market products, it also has these available in every colour and every size for each garment which overall they are made from cheaper quality materials and cheaper construction. As well as that their store layouts are crammed tight with everything possible because they need to sell a lot more quantity to make a profit. Where as the high market have very spacius layouts and a minimal overall colour range throughout the store as they can sell much less product quantity-wise and still achieve an acceptable profit. High-End fashion can get a cult like following as the pieces are a total statement (an identifiable look) and when someone buys one piece they have to buy the complete look because it won’t go with anything else in customers wardrobe. Mid-Market is expected to be a higher quality than Mass-Market meaning they will last at least a whole season, be made of higher quality materials, as well as be able to be mixed and matched with a customers current wardrobe. The customers possibly wants a slight slant towards classic looking but still in fashion pieces so that the style of them will last a long time as well as the quality. The Mid-Market products also need to be fairly easily washed as paying Mid-Market prices as well as paying for washing eg, dry cleaning could put a customer off buying that product. The Mid-Market products are also fairly practical in terms of pockets, warmth and wearablility, compare to the High-End product which don't seem to be so concerned with that aspect. Overall the Mid-Market needs to be wearable, reasonably price, decent quality and still in seasons style.
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