down–mar·ket 
/ˈdaʊnˌmɑɚkət/ adjective
/ˈdaʊnˌmɑɚkət/ adjective [more down–market; most down–market] chiefly Brit : made for or appealing to people who do not have much money
▪ a down-market [=(US) downscale] store/hotel ; also : of low quality
▪ down-market tabloids/products
▪ a down-market [=(US) downscale] store/hotel ; also : of low quality
▪ down-market tabloids/products
— down–market adverb
▪ The store is going/moving down-market. [=starting to sell products for people with less money]
▪ The store is going/moving down-market. [=starting to sell products for people with less money]
