Market Research

In my Market Research I have included a range of markets from High to Low price ranges. I have included markets that are New Zealand made for example Kate Sylvester and Zambesi and others like Topshop and Just Jeans that mass produce to a western worldwide market. In addition to this I included Kow Tow which is a mostly sold online however features in boutiques like Good as Gold. It is an organic, fair trade label. 

Kate Sylvester is a high end market. It is mostly New Zealand made with designer clothing that is individual to the New Zealand market. It has the main line, Kate Sylvester and a diffusion line called Sylvester. Sylvester is seen as "Kate's Little Sister" hence the shorter hem lines, more colorful palate and overall more youthful appearance. The Sylvester line is in fact designed for the australian market. The lower price point is mainly due to the polyester blends used in most of the garments compared to the silks and mohair wools used in the mainline. 

Zambesi symbolises what New Zealand fashion is for me. It is a high end boutique label that presents a different/inspiring way of dressing. The clothing uses extremely expensive fabrics of the highest quality. The garments are mostly made in New Zealand and not mass produced hence the higher price point. 

Country Road is a mid range market selling womenswear, menswear and home ware. The garments use good quality fabrics with good finishes that are durable. The garments are mass produced and made off shore which explains the slightly lower price points. 

KowTow is a fair trade, organic womenswear and menswear label. They sell there clothes at boutiques like Good as Gold. The price point is mid range which is very reasonable for a sustainable company. 

Area 51 is a mid to high range market that stocks labels from Marc by Marc Jocobs to Adidas. These Lonely Hearts pants are made in New Zealand yet the price range is not as high as a label like Karen Walker. This could be due to the fabric being bought off shore. 

Just Jeans is a lower market company that follows trends in fashion. They use mostly man made fabrics which explains the lower price range of the garments. 

I included Topshop as it is important to "Think Global" in the present market. Topshop is an example of a business which has spread over the world. It mass produces clothing in both mens and womenswear. 

I included Hallensteins in my market Research to insure I was including a means wear lower market. Similar to womenswear lower market organizations, Hallensteins also uses very simple designs with mostly man made fabrics.