Mass Market (Fast Fashion)
Today most people wear mass-market fashion, which caters for an even wider range of customers than ready-to-wear. Clothes are produced in very large quantities and in a good range of standard sizing, making them less expensive and more accessible to the average consumer. Designers often adapt the trends set by the big names in fashion at the high end of the market. By being creative with cheaper materials and production techniques, and by working hard to stay within their customers’ taste levels, they are able to produce affordable fashion. However, mass-market designers cannot rely solely on inspiration from the leading catwalk designers and are always looking at other areas for trend inspiration.
Mass market fashion is produced first and then sold through retail distribution outlets, typically owned by the brand (Topshop, H&M, Zara, Gap, and so on). A large element of risk is involved, as it is difficult to predict exactly what product will be sold. However, by designing, manufacturing and then selling the product at retail prices, the brand will make the biggest profit margins available whilst offering flexibility in pricing to maintain competitiveness.
