FASHION MARKET LEVELS
Fashion marketing manages the process from designer, to distribution to the end result.
Fashion is divided into divisions with a hierarchy that creates consumer and brand constructions.
At the top of the fashion hierarchy is Haute Couture.
Haute Couture means "high sewing" - made-to-measure pieces for higher class people.
Only a few can afford it. Haute couture houses are the major fashion houses of the world, run by recognized, internationally famous designers. This includes Chanel, Prada and Alexander McQueen.
The most effective marketing platforms for this group are the runway shows. This is where they can present their creations to the public.
Design houses can only be identified as Haute Couture after adhering to the strict regulations set by the French Ministry of Industry:
- They must have a full time workshop in Paris with more than 20 staff.
- They need to create made-to-measure clothing with private clients as well as offering personal fittings.
- Each season present a collection comprised of at least 35 looks for both day and night.
The main buyers of Haute Couture are from Russia, China and the Middle East.
Next on the hierarchy are Read to wear (pret à porter).
China is the largest consumer of the luxury brands.
Familiar names are Louis Vuitton, Prada and Gucci who each have varying entry prices, however they are more affordable for the less wealthy, meaning they can obtain a designer piece. They are more affordable as they are produced at a greater mass than Haute Couture. They are found in independent stores.
The main thing that attracts customers to pret à porter is that it is luxury yet affordable.
Diffusion / Bridge Brands
A diffusion brand is a budget line that has been created by a higher end brand.
They are aimed at a younger audience who may end up being able to afford the main line in future years.
The type of people that would buy into these brands are people who are into big luxury fashion but do not have the money to spend.
Entry prices for diffusion lines are varied, prices ranging from £40 - £400
Diffusion brands are usually priced at 30% lower than catwalk prices
Armani is a good example of a diffusion brand. With 4 other lines aimed at different audiences. Driving sales in all ages.
High Street
This is where most of us buy our clothes. It is the fastest moving sector of the fashion market. In this area, fashion is bought at high-street stores such as H&M, Zara, Topman and River Island. This type of marketing targets being stylish as well as available for anyone.