Demand for fast fashion and luxury goods are opposing interests, yet both are seen in the middle market consumer. This demographic values trendy pieces while simultaneously watching their spending, which has been further affected by recent economic concerns. This consumer also builds outfits with a high-low style in mind, pairing, for example, a Gucci bag with a Zara dress. Mid-market brands are focusing on marketing tactics and innovative products to compete with the allure of luxury and budget-friendly aspects of fast fashion. Brands in the mid-market category, such as Madewell or Anthropologie, have been of interest to this consumer given their on-tend product assortments, and J Crew’s current revival is capturing consumer attention in this area.
Source: Fashion United