Mapping the Fashion Promotion Profession - Fashion Market Levels (price points).

Fashion market levels and their price points have become ever more confusing as there is so much competition. At the beginning there was a definite difference between Luxury fashion brand price points and High-street brand price points. But now although there is still a huge difference in price points, there are also many similarities. For example Bridge brands and Brand diffusion have now been created. These are higher than High-street and Economy brand's garments, except they hold a reasonably costing price tag.

Here I am going to breakdown each fashion market level and their price points:

Haute Couture

Haute couture is the highest priced fashion market level in the fashion industry. Therefore, they own the highest price points. Haute couture is only accessible to a handful of consumers, as their price points are so high; starting at around £100,000.00 with no limit. As so many consumers are not able to afford Haute couture, the only way they get exposure is through runway shows and celebrity endorsements. Haute couture designers ofter commission a world-wide celebrity to wear their couture garment on a red carpet for example, so that it will gain major press attention.

Luxury Fashion 

I have discovered after doing a lot of research, that there are many lines that 'appear' to be Luxury fashion, when in actual fact they are just well made copies. True Luxury fashion brand's price points often start at around £800.00-£1,000.00 onwards. This is mainly their ready-to-wear garments, shoes and their accessories as these are the most popular items that Luxury fashion brands create. 

Bridge Brands 

The idea of Bridge brands is to create Luxury-like items, but with a lower price tag. These are made for consumers that have well respected jobs and earn a regularly, good income. This market level's highest priced garments are often around £800.00 and then they decrease in price from there. 

Brand Diffusion

Brand diffusion is when a Luxury fashion designer creates lines like their high end garments, but with lower price tags. They take elements from their Luxury fashion garments and implement them into newer and more simpler designs. For this fashion market level the price points often vary, but the lines are priced around £250.00 at most.

High-street Fashion 

High-street fashion is difficult as there are so many companies involved with different price points. Although, this categories price points differ, they often price their garments for less than £90.00.

Economy Fashion 

Economy fashion is the lowest priced fashion market level in the fashion industry. They often do not sell anything for more than £40, as they have invested in the mass production business. Due to the companies purchasing high volumes of the garments they want to sell, they are able to afford to sell them at cheap price points and still make a profit. This is down to companies getting a huge discount from their orders, as they buy in large amounts of bulk!