The Levels of the Fashion Market Explained
07:36Your Dad probably thinks the fashion market is an industry with no hierarchy but it couldn't be further from the truth. The system works like a pyramid with six different levels to the fashion market. You have your mass-produced tat at the bottom such as Primark which makes clothing for the sake of covering your body. Shoot up to the top and you're at Haute Couture - garments that not even 1% of the world can afford to regularly buy.
So, we'll start at the bottom and work our way up, shall we? I always find that's the most exciting way to get things done.
Economy Brands
The less said about this, the better. It's where your mass-produced crap goes to be strewn across hangers and lazily folded on stands, sold to consumers who care more about the price than they ever would the quality or style of the piece. While it's perfectly understandable that some people don't care about style, those people are usually very concerned with quality. Sadly there are some who care about neither, and you will find those people in Primark.
High Street
Where the majority of consumers shop. The high-street is a way to look stylish for less. Many of the ideas and concepts are stolen from bridge brands and above (see my article Three Victims of Topshop) which allow the common man or woman to look like the wealthy man or woman.
I won't hate too much on high street. After all, a lot of what I wear is high street. River Island, ASOS, Zara to name a few. Some of these brands are responsible for starting their own trends which end up being copied by the couture brands! The most notable example is perhaps Marks & Spencer's suede skirt, effortlessly promoted by Alexa Chung and quickly sold out. You can guess what the next AW collection was filled with.
Alexa does her best to stop M&S going into administration.
(W Magazine, u.d)
Bridge Brands
Bridge brands are quite interesting. Interestingly enough, they are usually not as well known due to being in the middle of the famous luxury brands and common high street ones. You won't necessarily find these stores on Sloane St opposite a Tom Ford but you will find them in the West End not far from Harrods. Reiss is perhaps a notable example. People with a little bit more money to spend will shop there, but the prices aren't far enough away from luxury brands that people usually flock there anyway.
Diffusion Lines
A lot of luxury brands are creating sister lines to appeal to the common consumer. Although still offering premium prices, they are very much affordable compared to their normal collections which can stretch into hundreds of thousands of pounds. Instead you can head to the Chanel Beauty counter in Selfridges and pick yourself up a £30 lipstick if you fancy. Those who boast they wear Chanel makeup probably think quite highly of themselves and feel they have bought into the brand when really they have taken the bait. That's exactly what Chanel what buyers of their diffusion lines to think and feel.
Luxury Fashion
Everything famous and inspirational. Chanel, Prada, Louis Vuitton. You'll probably see quite a few of these items, maybe know someone who owns a Prada clutch or even have a Chanel purse yourself. However, being as expensive as they are they are rare purchases for the working class and infrequent treats for the middle class. Unfortunately due to the appeal of these items, they are frequent victims of theft. Copycat products flood both the black market on ebay and the high street market in your town center.
Just ask Topshop!
Haute Couture
And we're at the top - haute couture, where only 1% of the population can afford to regularly shop. Imagine having your entire wardrobe be haute couture? A haute couture vest top, haute couture underwear, haute couture socks, haute couture pyjamas. It's a bit too much, isn't it? But, it's haute couture. It's very likely you'll never own something haute couture. Karl Lagerfeld doesn't personally design and create dresses for just any Becky or Bob on the street now.
References:
1. Anon, (n.d.). [image] Available at: http://cliqueimg.com/cache/posts/img/uploads/current/images/0/184/465/main.original.640x0c.jpg [Accessed 30 Nov. 2016].
1. Anon, (n.d.). [image] Available at: http://cliqueimg.com/cache/posts/img/uploads/current/images/0/184/465/main.original.640x0c.jpg [Accessed 30 Nov. 2016].
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