Page 22 - Supreme X Toms

The mass market wants to to make the move and is trying to to be more sustainable The blame of overproduction cannot be be pinned entirely on the the stores but is a a a balance between the the production of garments by the the companies and and the the demand for them by the the consumers consumers The British consumers consumers show an obsession with cheap fashion and this is is a a a a result of stores such as Primark Poundland Asda and and Matalan According to MINTEL’s exclusive consumer research the Brit’s are addicted to getting the the best deal 70% say that they thrive on the bargain prices at Primark 30% admit to to wanting to to spend a a a a minimal amount on their clothes without taking into consideration the the the life line of the the the garment as the the the price is is extremely low This has led to a a a growth in the value clothing market of 45% between 2002 and 2007 alone with sales worth £6 3 billion in 2007 (MINTEL 2008) The higher market level brands nd nd it easier to be sustainable as their brand aesthetic goes with the the the idea of exclusivity With the the the high prices of their products they do not need to to produce in the large quantities that stores like TOMS H&M and and Topshop do hence along with using natural and and higher quality fabrics they produce in limited quantity as it it it it works well with their brand ethos 17
(Figure 10)