Twisting Luxury and Mass Market Fashion Brands. Today, the luxury fashion market is facing many challenges – as many business are.
Mass brands are growing in reach and competing with Luxury brands, and Luxury brands are forming partnerships with Mass retailers to meet new audiences. This phenomenon of both trading-up and trading-down has increased in popularity over the past 15 years and has increased more than 40% annually in the last decade. The co-branding strategy can: Strengthen a brandDifferentiate a brand from the competitionExtend a brand into other segments through the partner brand. However, one of the risks in co-branding is overexposure and brand dilution. Luxury brand dilution occurs when there’s: An incorrect fit between co-branding partners Unbalanced prestige positioning in a mass market Overexposure Lack of successful co-branding management Unknown strategic purpose. Furthermore, Karl Lagerfeld limited his co-branding to H&M, therefore the brand received limited exposure. Sainsbury's hopes new upmarket clothing range will give top designers a run for their money.
Supermarkets are moving from fast fashion essentials like T-shirts and jeans towards haute couture.
Sainsbury’s is about to launch Tu Premium, which it claims would not be out of place at fashion specialists like Hobbs, LK Bennett and Whistles. At the same time Tesco and Asda are making a huge push towards using quality materials and cutting edge design with their own autumn collections. Understated: Sainsbury's launches TU PREMIUM clothing range for women next week Even the likes of Lidl and Morrisons are pushing their clothing lines with sales figures demonstrating there is no longer any stigma in being dressed by a supermarket. Many of the designs are unashamedly similar to the latest creations from the catwalks of Paris, New York and London. The move by Sainsbury’s comes as the company moves away from being a simple supermarket to rival the likes of Amazon following the £1.4billion purchase of Argos.
Tu Premium will be more expensive than the brand’s usual under £10 budget fare. The 'new' Sainsbury's: Think premium fashion and Habitat - The Industry London. Vogue editor raves about George at Asda coat as supermarket brands are on the rise. Next month, three fashion labels are poised to release collections that retail analysts predict will push their annual clothing sales into the billions.
The glossy magazine fashion editors are already smitten. ‘I love this oversize dogtooth check. We’ve seen lots of it on the catwalks,’ says Vogue’s Laura Ingham, inspecting a knee-length coat. Instyle fashion editor Arabella Greenhill wears F&F pyjama-style top, £18, and trousers, £28, (stores and online from Oct 24) ‘The simplicity of this tailoring is great,’ enthuses InStyle’s Arabella Greenhill of a chic, tie-front trouser suit. Red’s Oonagh Brennan, meanwhile, has fallen for a button-down, A-line denim skirt which, she says, she would wear this autumn with a spotted scarf tied in a pussy bow to keep the look feminine. Marie Claire’s Jess Wood declares herself a big fan of a multi- coloured tweed coat. So where can you find these fashionista favourites? No need. Zara launches first sustainable collection, stirs debate on 'fast fashion' Zara, one of the world’s largest fashion meccas, is attempting to be more sustainable and environmentally friendly.
This week the company launched a new fashion line made entirely from environmentally-friendly materials and fabrics. With a string of bad reputations and accusations for ripping off designs and bad work environments, perhaps this is the brand’s way to redemption. But is just one sustainable line enough? (via Refinery29) An attempt to slow down the ‘fast fashion’ train? Zara is known for manufacturing mass clothing which is cheap and easy to produce. According to Zara, “the collection embraces a woman who looks into a more sustainable future.” Zara is proud of their use of Tencel as it is sourced from sustainably managed forests.
The collection is of course very true to the Zara aesthetic. Some good moves here have been made by the fashion conglomerate. With the capacity and money to do so, Zara could perhaps start with transforming their supply chain. Maybe not. Mass Market Retailer Definition. Mass customization is the process of delivering wide-market goods and services that are modified to satisfy a specific customer need.
Mass customization is a marketing and manufacturing technique that combines the flexibility and personalization of custom-made products with the low unit costs associated with mass production. Mass customization products may also be referred to as made to order or built to order. H&M: can fast fashion and sustainability ever really mix? Happy shoppers: men and women heading to the high street and returning laden with bags of newly bought goodies.
That is the image that both economic policy makers and retailers would love to see. A return to the good times. Fast fashion Few sectors are more emblematic of today's consumer-driven growth model than the fashion industry. With each new season comes a brand new range of must haves. But before you scowl at the next bag-laden shopper, just check where they're heading. Cecilia Brannsten, project manager in H&M's sustainability team, is responsible for the initiative. If you know M&S's shwopping deal, then you'll know the drill. The Swedish retailer will take any clothes from any brand in any condition, Brannsten insists: "So we will accept everything from old washed-out T-shirts, to underwear to the one sock that you can never find the other pair to.
" Recycle, resell or reuse What happens then? Brannsten describes the programme as "entirely new" for the company. I'm Furious About Fast Fashion.