Page 98 - CITS - Fashion Design Technology - Trade Theory

FASHION DESIGN & TECHNOLOGY - CITS

Description of fashion markets
1 Haute couture: At the top of the fashion pyramid comes haute couture. These are exclusive, made-to-
measure pieces, characterized by a high level of craftsmanship and attention to detail. They are not addressing
a large audience, but rather select few clients and are considered like pieces of art.
Price: Most expensive, it could be 10 times higher than the average market price.
Creativity: Maximum level always made to measure.

Use: Mainly special occasion especially in the evening.
Target: Very few people,celebrities,international clients.
Idea: Build the image of the brand sell the dream.
Companies
• Chanel
• Dior

• Ellie Saab
• Givenchy
2 Ready-to-wear: Ready to wear, also called as ‘pret-a-porter’ (invented by Italian companies) .Ready-to-wear
come in more standardized sizes, as opposed to the made-to-measure pieces from haute couture. They are
still characterized by a high degree of creativity that often embodies the vision of the designer.
Price: High price 5to3 times higher than the average market price.
Creativity: High level of creativity, designer expressions through the fashion show.

Use: Wider occasion of use from daily to important events.
Target: Wider selection of people, celebrities, international clients.
Idea:Develop the image of brand.
Companies

• Ralph Lauren
• Chanel
• Dior
• Saint Laurent
3 Diffusion or second young lines: Diffusion brands are inspired by Ready-to-Wear but intend to appeal to
a much wider audience at lower price points, although the price is still at a high level. They are more casual
pieces and have a younger target demographic. (Mostly are American and Italian companies).

Price: Priced 2to3 times higher than the average market price.
Creativity: Inspired from ready –to-wear.
Use: Casual sportier (denim, t-shirts, sneakers).
Target: Younger audience, wider than RTW,mix of retail and wholesale distribution.
Idea: Expand the target audience.

Companies
• See for Chloe
• Versus for Versace
• DKNY for Donna Karan

4 Bridge Fashion/High end Fashion: Bridge brands, as the name suggests, intend to bridge the gap between
high end and mass market. They address people who are ready to pay up for the right level of quality.(Born in
the USA with department stores)

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CITS : Apparel - Fashion Design & Technology - Lesson 5-8