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• Once a trend is widely accepted it is considered outdated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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