MARKET CATEGORIES Fashion design is grouped by categories to suggest price point, aesthetic and target audience. fashion designers need to understand the categories that they are designing for.
Feb 24, 2016
MARKET CATEGORIESFashion design is grouped by
categories to suggest price point, aesthetic and target audience. fashion
designers need to understand the categories that they are designing for.
Haute CoutureDesigner/Pret-a-Porter
BridgeContemporary
ModerateTweens/Juniors
Budget
HAUTE COUTURE
• Most expensive• Well made• Labor intensive• Monitored by Chambre Syndicale
de Haute Couture in Paris• Employs at least 15 workers• Fashion show of at least 35 pieces
in both evening & daywear, twice yearly
• Garments fit to customer at least 3 times
• Declined in popularity because of cost
Chanel, Armani, Prada
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Valentino
DESIGNER/PRET-A-PORTER
• Uses standardized sizing• Seasonal showings for press &
buyers• Superior fabrics & construction• Can be abstract & artistic• Becoming rare• Used as a promotional tool to
sell less expensive collections
Hussein Chalayan
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Hussein Chalayan
BRIDGE
• An American phenomenon• Higher Price point• Less superior fabrics &
manufacturing processes• Supplied professional clothing to
women who were entering the workforce in the 1970’s (suits)
• Modern collections appeal to the younger female & offer more adventurous options than the suit
Anne Taylor, Banana Republic
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Anne Taylor
CONTEMPORARY
• Equal in price point to Bridge• For more young & adventurous
customers• These customers want what is on
the runway, but at a lower price. • Many designers offer a line like
this
Dolce & Gabbana’s D&G, Donna Karan’s DKNY, Calvin Klein’s CK
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MODERATE• Sold in department stores• Serve customers in a variety of
activities• More active & casual wear• Silhouettes are based on last
year’s sales• Divided into core, core plus &
novelty Core-a piece that everyone wears Core Plus-a basic item with a twist Novelty-trendy in silhouette & color and adds excitement
JC Penney, Macy’s
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JC Penney
TWEENS/JUNIORS
• Tweens:Ages 10-14• Juniors:13-18• This market has expanded due to
Baby boomers & Gen X members having children who like to shop
• Once a trend is widely accepted it is considered outdated
Forever 21, Delia’s, Old Navy
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Delia’s
BUDGET• Fastest growing segment of the
fashion industry• Some high concept designers,
like Stella McCartney & Karl Lagerfeld have created collections for budget stores, like H&M
• Garments produced inexpensively & quickly, doesn’t last long
• Silhouettes change frequently>seasonal dressing
• Criticism for dangerous labor practices & throwaway clothing
Isaac Mizrahi for Target
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