NEW YORK — For new brands entering the U.S. market at a troubled time for the apparel industry, which is barely sustaining a glut of designer labels, one key factor to stand out has been building a reputation for price.

Two new collections to target American stores — Sonia by Sonia Rykiel and Liliu — have arrived with vastly different looks, yet a strong response from stores based on the quality of product for the price.

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