Market is something very important to consider in the design process. Things like fabric, design elements, construction and of course price point all vary from market to market. Here is a market comparison for button up shirts, two from high, mid and low market. Fabric is something I immediately think about when comparing different markets, it is clear that silk is considered a more luxurious fabric, with it being a high price to buy this is reflected in the price point, such as the Karen Walker shirt which is 100% silk. One thing I thought was interesting in the middle market sector, was the Country Road shirt, a comparable price to the Witchery one, however it is 100% silk, much more desirable than something that is 100% polyester. In the mass market, predictably they were both 100% polyester, something which you would expect when only pay around $50. With the luxury of silk also comes the hassle of care, it needs to be handwashed or drycleaned, unlike polyester which although preferably would be hand washed can also be chucked in the washing machine for easy care.
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