The Fashion Hierarchy
Haute couture: French for high sewing/high dressmaking. Fashion that is made to measure and is constructed by hand from start to finish. It is made from the best quality, rare materials. Every single detail on the garment has to be done with extreme care to get a flawless finish.
-Haute couture sits at the very top of the hierarchy.
-Key players in the market include Christian Dior, Chanel, Valentino, Jean Paul Gaultier and Givenchy. They have full time workshops with no less than 20 staff.
Valentino Haute Couture F/W 2013
-Entry price for a garment £16,000
-When did couture emerge?
18th___________________________________________19th
|
.The birth of couture
.Charles Frederick Worth
.To make it impossible for women to turn
up to social events with the same dress.
-For entry of the market couture has to adhere to the requirements of the "french ministry of industry"
FUN FACT
-there are over 2,000 seamstresses who bring couture to life
Luxury:
louis vuitton cruise 2015
-Key players include Louis Vuitton, Hermes, Gucci, Prada, Burberry.
-Entry price for a garment seems to vary, but its in the middle hundreds
-Emerged around the late 19th century
-luxury brand groups include, LVMH, Kerring, Richemont.
- Luxury products are priced just high enough to feel part of an elite market.
-core market is social class A, earns over £100,000 per year, 76% aged 35-34
FUN FACT
-china is the largest consumer
-at the end of the year Louis vuitton burns all the leftovers
Bridge Brands:they are used to bridge the gap between expensive and moderate price points in clothing.
Cos campaign fall winter 2014/15
-Key players include Sandro, Ted Baker, Karen Millen, Joseph, Heritage,Lk Bennett
-Entry price for a garment £50+
-Emerged in the 70s due to a gap in the market in-between luxury and high street.
-Target Market is middle class, mainly women of 30+ sophisticated fashion with a disposable income.
FUN FACT
-cos is owned by H&M
-During the 1980s Guess reputation was ruined when they were accused of sweatshop allegations and $573,000 back in wages to employees
DIFFUSION LINES: a range of relatively inexpensive ready-to-wear garments produced for the mass market by a fashion designer.
"a diffusion line is a 'low budget' line targeted at incurable label addicts who have champagne taste but beer money"
fall/winter campaign 2014
-Key Players include emporio armani, see by chloe, Marc by marc jacobs, miu miu, DKNY.
-Entry price for a garment can start at anything from £40 to £400, they are usually priced 30% less than catwalk pieces.
-The high end brand wanted to entice a new market. The new diffusion lines enabled them to gain a younger audience who might one day mature to afford the higher end. In general, having a secondary line meant more money and more press.
-Diffusion lines are bulk produced but not mass. The diffusion line sells more variety than the original luxury brand, the original brand won't do this as it would devalue the rest of the brand.
-Entry market is controlled by a professional body. The fashion house decides the price they want to retail their lines and mimic similar diffusion lines.
FUN FACT
-Diffusion lines can also be a response to offset the effect of high street stores copying their products and undercutting the designer prices.
-It works vice versa like TOPSHOP UNIQUE
Highstreet:
-key players include Debenhams, Marks & spencers, Burton, Gap, Warehouse, Monsoon
-Entry price for a garment is around £10
-emerged 1909
-conglomerates on the high street VS own brand firms
CONGLOMERATES
Inditex- Zara, Bershka, Pull&bear, massimo dutti
Arcadia- Topshop, Wallis, Evans, Miss Selfridge, dorothy perkins
H&M- H&M, COS, Monki
Aurora- Karen Millen, Warehouse, Coast, Oasis
Gap INC-Gap, Old Navy, Banana Republic
OWN BRAND
Tk Maxx, Fat face, Monsoon and accessorize, New look, M&S, Debenhams, John lewis
-cheaper than designer clothing, but higher quality than the high street. Not massively on trend but every collection contains a 'Cat-walk element. Also quite basic, simple and generic.
-Core market is both males and females aged 45+. Age s a defining factor as most of these shops were popular in their youth
-This market is a dying one, most of the current customers are moving to fast fashion.
Economy: "all economical fashion is fast fashion but all fast fashion is economical."
fall/winter 2014/15
-key players include topshop, h&m, primark, river island, new look, zara, uniqlo, forever 21, next
-entry price for a garment on average £10 for jeans, tees £7
-the first sweatshop 1800,21st century WW1, mechanical mass production for economical reasons
-Economic conglomerates inotex, h&m AB, arcadia
-for shoppers who want on trend garments at affordable prices, good value for money. The point of economy is clothing for everyone, however different stores have different target markets. e'g topshop- 'cool young girl'
FUN FACT
It wasn't until Edwardian time that shopping because the retail therapy that it is now.
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