Haute couture
Everyone wants to have it – only a few can afford it. I am speaking of
haute couture. Haute couture houses are the major fashion houses of the
world, run by recognized, internationally famous designers. To name just
a few: Chanel, Prada, Fendi and my number one Alexander McQueen. The
most important marketing channel for this group are the runway shows
twice a year where they have the chance to present their creations to
the public. However, the catwalk shows do not only promote the garments
but also any other items such as accessories or perfumes. Of course,
this level presents the smallest portion of the market.
It is the uniqueness of these creations and the feeling of being the
only one possessing this special garment for thousands of dollars! And
after all, every woman wants to be and feel special and we often tend to
think that looking special is equal to being special. This is the main
factor marketing at this level responds to.
Ready to wear
marry a millionaire to obtain a designer piece. Those of us not as
wealthy can obtain a designer piece that is pret à porter which presents
the second level of the fashion market. Although the garments are still
highly priced, they are produced in greater masses than haute couture
under strict quality control. They are to be found in designers’ shops,
independent stores and some of the more exclusive department stores.
Wearing pret à porter means success, selling a pret à porter line means the same. The move into ready-to-wear clothing by designers meant that they could afford to offer their stylish designs and high quality to a wide audience. Gucci, Marius and I have already talked about, is part of this level of the fashion market for instance. The customers shopping pret à porter demand luxury for the every-day wear. Therefore, marketing on this level concentrates on the pieces being luxurious but still affordable.
Wearing pret à porter means success, selling a pret à porter line means the same. The move into ready-to-wear clothing by designers meant that they could afford to offer their stylish designs and high quality to a wide audience. Gucci, Marius and I have already talked about, is part of this level of the fashion market for instance. The customers shopping pret à porter demand luxury for the every-day wear. Therefore, marketing on this level concentrates on the pieces being luxurious but still affordable.
High street fashion
Welcome to street fashion-the market area where most of us buy our
clothes. It is the fastest moving sector of the fashion market that is
also undergoing many changes. In this area, fashion is bought at street
stores. H&M, Zara, Weekday and all the other stores you go to are
part of this group. Marketing at this level concentrates on being
stylish and at the same time available for everyone.
After analyzing the different market levels in the fashion industry, where i would aim my collection would definitely be towards ready to wear, or maybe high end. alot of factors will need to be taken into consideration when making the garments things such as finishes and fabrics. Another thing that will have to be perfect is the banding and the way the collection is marketed, when put into shops the merchandising will have to be perfect, and hiring a PR company is well worth the money as they will do a far more professional job than I would do my self. Copy write is another key part in starting up a brand, once you put a copy write in place no one can copy your designs which will then make it difficult for high street brands to make another, more affordable version which will then progress on to making people know theirs only one place you can get that piece and that place would be my own brand.
After analyzing the different market levels in the fashion industry, where i would aim my collection would definitely be towards ready to wear, or maybe high end. alot of factors will need to be taken into consideration when making the garments things such as finishes and fabrics. Another thing that will have to be perfect is the banding and the way the collection is marketed, when put into shops the merchandising will have to be perfect, and hiring a PR company is well worth the money as they will do a far more professional job than I would do my self. Copy write is another key part in starting up a brand, once you put a copy write in place no one can copy your designs which will then make it difficult for high street brands to make another, more affordable version which will then progress on to making people know theirs only one place you can get that piece and that place would be my own brand.
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