To establish the age strength and weave of an item a

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then consider the safest methods for consen-ation. To establish the age, strength and weave of an item, a fiber sample is removed. The material is examined under a polarizing light microscope to see the structure and color of the fiber. If natural fibers (wool, cotton or linen) are present then the textile can be more than 8o years old. Whereas man-made fibers were not in heavy use until the 192os. A textile analyst must also understand and examine weaving techniques which helps determine the type of material and its relative strength. A Warped View It's not enough to just know the makeup of a textile, as natural fibers are still in use today. Often, the best tool for analysis is simply the experienced eye of a conservator. A close inspection of stitching and design can do more to identify a textile than anything else. A knowledgeable conservator can attribute weaving techniques to different countries and eras. Competitive positioning has been defined as ‘ the act of designing the compa- ny’s offer and image  so that they occupy a meaningful and distinctive position in the target customer’s mind’ (Kotler,  Keller 2006). According to the survey and the focus group, AllSaints is perceived in the UK as a high fashion brand with a high price point. AllSaints has an edgy fashion design and a distinctive brand  image, which is the key to make the customer pay a pre- mium for the garment. The US landscape  give to AllSaints a more credibility on the quality and style, due to the more casual based market.  And this means higher opportunities to grow, even if the brand awareness is less strong compared  to the country of origin. However, Allsaints has to be aware of the highly saturated market, that ask  for a constant improvement, otherwise the customer will easily migrate to an alterna- tive offer. High  Price High Price Low Price Low Price Low Fashion Low FashionHIgh Fashion HIgh Fashion All Saints have a wide range of competitor brands such as Vivienne Westwood, Topshop, American Apparel, Urban Outfitters and Religion. As All Saints are neither a designer brand or a high street brand, you can compare them to designer and high street quite well. They are a brand which is in the middle of the two, but I would say are at the higher end of the high street because the price points are high on certain garments. I went and took another trip to London to research into three of the competitor brands. I chose to look at American Apparel, Topshop and Urban Outfitters. First, I went into the flagship Topshop store on Oxford Street in London.
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I wanted to compare the store layout to the All Saints store. When I went into the Topshop store, it was very crowed as I went on a Friday when it was very busy. There were lots of people there so at first I couldn’t really see the first stands where the accessories were displayed. However I did see that the store was light and airy compared to the
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