What are the challenges in designing for a bigger volume market? 

- a lot more people in the market to consider, what do they like? what are they comfortable wearing?
- COST: how much are people willing to pay? - this will depend on the kind of market, the kind of garment, the laundering of garment and practicality of garment.


When designing it is important to think carefully between the relationship of the market and the cost, think type of materials, the style and the function of the garment. Think about the setting you are designing your garment to be worn in. Its intended use. Will it be formal? A special occasion? Setting, space, experiemce wanting to give through wearing it, materials, finishing, embellishment, print, durability.


-what does the garment need to meet the needs of the consumers? eg: keep them dry, be special, look conservative, keep the cool etc.
- perception of quality: buttons/fastenings etc are targeted to consumers to show you understand what kind of people/consumers they are.


---> all of the above is related to COST!
- how do you meet cost/price-point consumers are expecting to pay without losing the quality of the garment - get it made off shore (cheaper labour)
              - cheaper fabric
(something is going to have to give - the quality or it not being made within NZ)
So either cosumers must be prepared to pay more for the garment to be NZ made, or they must expect slightly less quality.


ETHICS - are all tied up in this! Cost, quality, expectation, and reality!!!
Can you balance price expectations, design, quality etc  --> a lot of thought must be put into design for this to be balanced and work well.


Sooo, when designing I need to think about what my priorities as a designer are, which can I compromise and which can I not? What do I want?