Scale and Diversity of The Fashion Industry
There are 8 different categories in the scale and diversity of the fashion industry. These means each individual Company brand falls into a group that has a similar/same business structure. The top of the fashion industry chain are HAUTE COUTURE designers who are the inventors of the latest trends, the establish the next season colour palate and silhouettes.
What is a HAUTE COUTURE?
Haute Couture derived from the French meaning "high fashion" or "high sewing". This is a creation of an exclusive custom fitted garment. Haute Couture fashion are constructed by the best dressmakers by hand start to finish, usually made with the best quality materials, extreme attention to details and finished off in a high adequate standard. It is often made for a client, tailored specially for the wearer's measurements and body. A one off Haute couture piece are very time consuming and the garment is so intricate that a price for one. There are 72 fashion designers on the official Chambre Syndicale de la Haute Couture calendar including designers such as Manish Arora and Guy Laroche.
Who BUYS Haute Couture?
During the 1950's the face of Haute Couture were society ladies such as Grace Kelly, Babe Paley and Marella Agnelli are a few who were couture customers. In today's generation Haute Couture clients are likely from China, Middle East or Russia. Public awareness for Haute Couture became to increase on huge Red carpet events. Now it is de riguer for celebrities to be dressed in a Haute Couture for important red carpets events.
Manish Arora's collection Spring/ Summer 2015
8 Categories
These are my personal opinion of the the Mail Order. High Street fashion at the bottom to Haute Couture fashion.
High Street Fashion- I feel the high street shops varies on the prices. Some people would arrange high street fashion somewhere in the middle of the spectrum. I decided to place this at the bottom as high street fashion is very cheap and affordable to the public. The shops such as New look, River island and H&M have a very similar style of clothes and very affordable so a working class person to students can easily afford these fashion trends.
Mass Market - A mass market is when a company that sells affordable priced products that appeals to a wider variety of consumers. The mass market has the same tactics as high street fashion as they are not necessarily known for selling durable, high-quality merchandise or for having exceptional customer service but they meets the consumers needs at a reasonable price- this is also know as "throw away fashion". I decided to place mass market near the end, a company such as TK MAXX sells "high end designers" with a huge discounted price and the overall atmosphere of the shop I thinks its more than a high street.
Local- These are small niche business that can only be found locally. I have placed this third on the table as local can usually price their products cheap but because it is a niche market and not mass produce, they can sell it for a high price in comparison to a mass market or a high street fashion.
Street Fashion- Street fashion are the quirky small fashion stores/boutiques that usually have one off items. The type of garments they sell doesn't follow the fashion trend and are aimed for fashion lovers who likes to be individual and free from the fashion trend norm.
Mail order- Shopping in the own comfort of your own environment through a digital device eg a phone, a laptop or an iPad whilst being at home.
Global- Other company/ fashion brands falls under this category as they are an international brand not just a national known brand. These are iconic brands where their logo would be recognizable in every country, such as NIKE and ADIDAS. They would usually have their product sold in each town and have their headquarters stores in major cities.
Elite Chain stores- Elite chain stores are very similar to high street chain stores. The difference is that Elite Chain stores have a higher prices and has more business goals and inspirations to expand the business. The brand are very exclusive and are only on selective stores. An example of this is the brand Ted Baker would never be sold in Urban Outfitters but would be in John Lewis. Their target market are people who has alot of disposable income and who likes good quality products.
Haute Couture- These are very expensive one off garments that were designed and produced by the leading fashion houses.
