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.

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• Once a trend is widely accepted it is considered outdated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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