The high street has avery direct core market, of those aged about 30 and older, this is due to the financial positioning and the choice of lifestyle that the customer has under taken, however age is a defining factor as the vast majority of theses brands are popular in the youth, however certain styles and pricing aims them more towards economy; this is due to the increase in fast fashion. Gap, Coast, Warehouse, Oasis and Monki are all examples of High street fashion houses. They are cheaper than designer clothing, but is a higher quality. It can sometimes not always be on trend but ever collection contains an element of cat walk. High street fashion ams about in the early 20th century, where woman commonly stayed at home with children, meaning that the average income dropped, as there was less income, meaning a more affordable and accessible market needed to be available. The entry price of garments therefore represents this, as it starts at around £10, which is for a basic white t-shirt. On the other hand, with such a high number of transactions being carried out online in the recent years, retailers with a strong web element now need just 70 high street stores to create a national presence compared to 250 shops about 15 years ago. This shows how quickly the market has changed and manipulated to fit the target markets needs and wants.