StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

From Haute Couture to Street Fashion - Essay Example

Cite this document
Summary
This essay discusses fashion "From haute couture to street fashion". It explains why fashion needs in support of effective marketing. It discusses various perspectives of marketing in the fashion industry in particular the necessity of collaboration between a high-end fashion store and a designer label…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER92.8% of users find it useful
From Haute Couture to Street Fashion
Read Text Preview

Extract of sample "From Haute Couture to Street Fashion"

From Haute Couture to Fashion Street --- Prajakta Kanegaonkar Fashion industry is the sixth largest industry across the globe. The dynamics of this industry have mesmerized and will continue to do so for the people who belong to this world of creativity. Even for those who are not the direct participants in this industry it continues to play a part in their everyday lives. High end fashion is by definition that world of fashion where the labels are absent, the style is missing but still it can provide for the appetite of the people who want to look fashionable, trendy and above all stylish. Considering and studying the possibility of a collaboration between this world of fashion and the diametrically opposite world of brands and labels is the basis of this study. The target segment for this collaboration would be the college going and early jobbers in the population. The brand is termed as ‘IQ’ which literally means intelligence quotient, choice of today’s woman. The brand represents the value of respect to today’s woman of substance and also looks at educating a younger segment in the process in terms of style more than the volatility of fashion. This crowd can be converted into a loyal market base over a period of time for both the brands. The study concludes to believe the feasibility of such collaboration and the recommendation is definitely go ahead as both stand to benefit from each other considerably. Introduction Fashion evolves in itself and that too every 10 years then the question arises is that why does it need the support of effective marketing? The objective of this paper is to not only analyze the brand names but to tap the potential market of high end fashion stores by associating it with the label, the customer would like to buy. Hence we are consulting various perspectives of marketing in fashion industry especially the necessity of such collaboration between a high end fashion store and a designer label. Let us consider the perspectives of marketing in fashion industry in detail: 1. Fashion industry works on the imaginations and creativity of the creators. For a commoner in the society the desire to look good and acceptable by the surrounding society becomes a need which is regulated by the resources that are available. Marketing sets a trend to follow by all means and the second part concentrates on the individual’s own desires to be acceptable. 2. Promotion focuses on making the customer understand the company, its policies, objectives and values. For ex: If an organization is into designer diamonds ornaments, the brand should clearly state so. Every aspect of marketing mix should take this into consideration. The prices quoted, the designs of the ornaments, the packaging, and the customization of the ornaments, all these come under scrutiny while communicating the brand. If the company wants to portray its image in a certain way, then effective, clear and penetrating promotional strategies need to be prepared. 3. Fashion today also caters to every section and segment of the society. In such situation only marketing can help finding and reaching new segments and establishing the connection with the consumers. Considering this scenario let us have a look at the new brand that is created in the following pages. Creating and understanding various perspectives of the Brand Brand: IQ Theme: Fashion for the intelligent at a price you would love to pay Collaboration: Alexander McQueen and River Island Alexander McQueen popularly known as the most favorite “creative bad boy” of fashion coming together with a high end fashion street store like River Island is great going greater for the fashion lovers. Let us have a look at the strengths of these two to understand the collaboration in a better way: Alexander McQueen has won the many awards and accolades for the vibrant and youthful designs he makes. He is more known for classic cuts and patterns, vibrant and radiant palette of colors and theatrical shows. He heavily draws inspiration from life and refuses to follow any set norms of fashion industry or for that matter society. His designs are known for their punk modernity displayed. At the same time they can not be altogether discounted by putting them aside as too modern. They also follow the traditional lines in designing and are a beautiful blend of tradition and modernity. His clothes and designs appeal to everyone who have keen eye on fashion. And has huge fan following. He is a brand in himself. The buyer of his clothes not only purchases the garment but also the value he has created with it. River Island is a store which assures wearability of clothes along with style and that too in affordable prices. High end fashion is not distortion of fashion. There will always be a traditional line of difference between people who attend the shows and buy the labels and a huge crowd which wants to look stylish, chic and still afford to pay for the clothes they buy. For all such people the high end stores serve a great purpose. To understand the basic difference we also need to understand the financials of it. People who visit the McQueen outlet or store are working women. They are independent, earning and closely guard their independence. They have their own style and like to make their own choices. They are extremely brand and fashion conscious. They would buy McQueen label for the value it provides. On the contrary crowd which visits the River Island outlet is the one who has either parental support in terms of allowances or youngsters who have just started earning. The income they earn would not support buying of an highly expensive label but the desire to look good can be satisfied with purchase from an outlet such as River Island outlet , where it is not a cheap buy as well as the fashion becomes affordable. Considering these mindsets Alexander McQueen and River Island can come together to cater to a younger crowd who go to colleges and are early jobbers. The styles of his garments are very youthful, the colors used are very vibrant and the cuts are extremely elegant. Additionally his collection from the ramp is most often directly wearable. He himself thinks that fashion should last long and his garment should be such that it could be handed down from a mother to her daughter. He in term speaks about fashion being a long lasting thing rather than something that change with every 6 months. River Island proves to be an ideal outlet to promote this concept. Creating a style is different than creating fashion. Some things do not change even in a highly volatile fashion industry. For ex: Little Black Dress created by Coco Chanel. Similarly when Alexander McQueen and River Island come together a more permanent style is created rather than ever changing fashion. With this objective in mind both these fashion segments can come together and establish a series of product to cater to a younger female customers. Market segment to be considered for the brand: 1. Gender Segment: Female: Females are more conscious towards looking stylish, chic and good. They are also the ones who do not hesitate to spend money on a quality garment if it appeals to their taste and choice. Additionally they can identify with the rebellious styles and intelligence behind McQueen’s design. 2. Age Segment: Female: 18 – 25 years: They are young, vibrant and have the desire to look good all the time. They will absolutely want to go for a branded garment if they can afford to buy it. The garments could range from college wear to formal wear which is funky, trendy and yet classic. 4 Ps of marketing for the new Brand: 1. Product: The product should have the trademark of Alexander McQueen style and signature. His garments are flowing, elegant and have excellent cuts. Additionally he doesn’t shy away from experimenting which is a significant characteristic of the segment the collaboration intends to target. Also one need to consider that the age we are targeting is rebellious in nature and likes to make intelligent choices. This is also an excellent opportunity to create a dedicated fan following while educating the segment at this primary stage. Hence the brand image should concentrate on the factors as mentioned. 2. Place: River Island has 248 stores including 12 superstores. This makes the new brand extremely accessible and available. Additionally the McQueen outlets can also have a range specifically put up for this segment. 3. Price: Price is the prime consideration for this segment. The consideration for pricing is based on the concept of affordable fashion. 4. Promotion: For this particular segment the promotion could be done through the medium of college. Various road shows, college shows and youth festivals could have banners and sponsorships. There could also be runway shows for showcasing the range. Accessories and shoes could come with half price along with the garments. Schemes of this type could be advertised rigorously. When we design the marketing mix for this collaboration, then emphasis needs to be given on price and product, which hold the mass appeal. What does the Logo stand for? IQ represents for ‘I” taken from River Island and the signature ‘Q’ of Alexander McQueen. The colors chosen are black, white and hues of blue. Both the brands have black as their basic color. Hence the rim of the ‘Q’ is colored black. As per Indian philosophy all the colors merge into the divine white hence the basic color of ‘Q’ is white. The ‘I’ represents for an island. The blues that are used to color the ‘I’ represent the sky and the water. Both the elements generate the maximum colors possible in the universe. It is said that both the elements are used by the divinity to paint the world, hence all colors generate through them. The combination of ‘I’ and ‘Q’ also makes the acronym ‘IQ’ for Intelligent Quotient which is also the brand name. The logo represents respect for the independent woman of today who loves to love with her heart but when it comes to her decision and choices likes to go by the intelligence she has. Clothes with style and elegance is not a matter of looking good but she truly believes that there is much more substance to her than merely looking good. Conclusion As the store visit report indicates, the collaboration between a high street fashion store and designer having class as well as mass appeal seems a highly practical suggestion. The segment to be targeted is the one who strives to create its own identity and wants to be treated as intelligent equals. Hence the opportunity of reaching the masses through a well established chain of stores and with a brand especially created to appeal makes a good marketing mix in itself. Recommendation: A trial run of few exclusive designer garments can be put up at the Oxford street outlet by River Island. Initially these could be made available till the stock lasts keeping the inventory low. Later after analyzing the trends of demand the inventory could be stocked. Steadily these could also be made available in other outlets of River Island. The runway show also needs to be done in order to primarily advertise to the target segment that such a brand is launched. There could also be initial discounts on garments and a couple of free accessories to go with it. As this brand especially appeals to the female segment the value for money should be highlighted in the promotion. Alexander McQueen’s value addition needs to be highlighted in the promotions all the more. Both the collaborators can definitely go ahead with this idea. Illustration of the Logo Appendix (Kindly attach the retail visit document here) References: 1. http://fashionablymarketing.me/2009/08/marketing-is-not-a-drive-by-shooting/Post by Maria Ogneva, Director of Community 2. Chp.3 The Buying Cycle and Chp.8 Buying for Own Label Fashion Multiples, Fashion Buying, 2nd Edition, Helen Goworek, Senior Lecturer, Nottingham Trent University, 3. Chp. 1 Importance of Marketing, Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha, 13th ed, Pearson Education, Prentice Hall 4. http://fashionablymarketing.me/2009/12/year-in-review-our-best-fashion-marketing-posts-in-2009 5. http://www.alexandermcqueen.com/int/en/corporate/experience_03.aspx 6. http://www.fragrancex.com/products/_bid_Alexander--Mcqueen-am-cid_perfume-am-lid_A__brand_history.html 7. High Fashion Faces a Redefining Moment , By Cathy Horyn Published: September 10, 2009 - http://www.nytimes.com/2009/09/11/style/11fashion.html 8. http://womenshistory.about.com/od/chanelcoco/a/coco_chanel.htm 9. Ingrid Sischy (1998-06-08). "Coco Chanel". TIME 100 - The Most Important People of the Century 10. Part 1: The Production of Fashion Chapter 1: The Rise of the Designer Chapter 2: Making Clothes Chapter 3: Innovating Change Part 2: The Promotion of Fashion Chapter 4: Disseminating Desire Chapter 5: Fashion on the Page Chapter 7: Shopping for Style, Fashion, Christopher Breward May 2003,Oxford University Press 11. Chp. 2 Leadership of creativity, Big Ideas, Jonne Ceserani, Kogan Page, UK Read More
Tags
Cite this document
  • APA
  • MLA
  • CHICAGO
(From Haute Couture to Street Fashion Essay Example | Topics and Well Written Essays - 1750 words, n.d.)
From Haute Couture to Street Fashion Essay Example | Topics and Well Written Essays - 1750 words. https://studentshare.org/culture/1561812-from-haute-couture-to-high-street
(From Haute Couture to Street Fashion Essay Example | Topics and Well Written Essays - 1750 Words)
From Haute Couture to Street Fashion Essay Example | Topics and Well Written Essays - 1750 Words. https://studentshare.org/culture/1561812-from-haute-couture-to-high-street.
“From Haute Couture to Street Fashion Essay Example | Topics and Well Written Essays - 1750 Words”. https://studentshare.org/culture/1561812-from-haute-couture-to-high-street.
  • Cited: 0 times

CHECK THESE SAMPLES OF From Haute Couture to Street Fashion

The Marketing Strategies of Fashion Brands

The researcher of this essay explores the marketing strategies of fashion brands.... The fashion industry is a popular and a competitive industry.... Any fashion industry must therefore be very creative.... hellip; This essay analyzes the fashion brands' marketing.... Regardless of the extent of the fashion industry or the coverage, brainstorming creative marketing strategies bridges the success or the failure of the industry....
7 Pages (1750 words) Coursework

The Development of the Paris Haute Couture

The Spread of Haute Culture in Europe The slave trade that took place along the Atlantic contributed to the spread of haute couture to the whole of Europe.... The paper explores how did Paris regain its position as the world center for haute couture fashion after World War II.... The industry comprised of numerous fashions such as the haute couture.... The essay "The Development of the Paris haute couture" analyzes the Paris haute couture....
8 Pages (2000 words) Essay

Fashion as Part of Youth Culture

This essay analyzes the idea of fashion as part of youth culture.... It also illustrates what we call a trickle-down theory of fashion, where a look or style begins at the top of the society or in the hands of the visionary designers, who decide what would be worn by people.... … The researcher in the essay aims to analyze the phenomenon of fashion and culture.... fashion is literally supposed to percolate down from the top, and to be unquestioningly adopted by the bottom as the sermon from the high lords and ladies of fashion....
10 Pages (2500 words) Essay

Mod Culture and Fashion

fashion in this era (Mod) threw out all the old social norms, lifted skirts well above the knees, put men in Edwardian suits and changed the face of society and fashion forever.... The paper "Mod Culture and fashion" concerns the connection between Mod fashion and designs.... As the Mods strongly influenced the fashion in London, 1960s fashion in general set the mode for the rest of the century as it became marketed to young people, who, at the time, were gaining tremendous influence in affecting everything from clothes to the media, particularly the lifestyle of Mods as popularly reflected in their music and fashions....
11 Pages (2750 words) Research Paper

Fashion and Utopia-Ann-Sofie Back

Fashion in Paris or the haute couture has exploited the aura it has created in terms of fashion business.... The relationship between the “fashion-creator and imitator” is undergoing change and instead of the common people on the street following the designs of haute couture, the pattern is almost the reverse, fashion flows from the street to the “salons of haute couture” where the adoption and imitation take place.... The modern avant-garde derives the basics from the old one especially in terms of going against the classical definition of fashion, popularized as haute couture....
10 Pages (2500 words) Essay

Fashion Design

The paper gives detailed information about fashion.... fashion design is dynamic and changes with time.... fashion designers have numerous responsibilities and ought to be capable of innovating and creating.... hellip; The essay "fashion Design" explores the importance of this art in our modern life.... fashion designers have various responsibilities in their daily operations.... fashion designers operate at any time, and may end up working for long hours....
5 Pages (1250 words) Term Paper

The Development of the Paris Haute Couture

The author of the paper titled "The Development of the Paris haute couture" gives insight into the history of haute couture and related influence to the fashion industry.... The term haute couture traces origin within the French culture and clothing industry.... In lieu of the rising demand for designer clothes, the haute couture developed rapidly.... The term haute couture traces origin within the French culture and clothing industry....
8 Pages (2000 words) Coursework

The Comparison of the Work of Vivienne Westwood and John Galliano for Dior

… The Comparison and Analysis of the Work of Vivienne Westwood and John Galliano for DiorVivienne Westwood had great reputation in fashion.... Many regard her The Comparison and Analysis of the Work of Vivienne Westwood and John Galliano for DiorVivienne Westwood had great reputation in fashion.... Vivienne Westwood was born in Glossop, Derbyshire in the year 1941, and she studied art and later taught, before she embarked on her fashion career....
12 Pages (3000 words) Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us