Characteristics of the Fashion industry

Fashion references to anything that is the current trend in the look and dress of a person. It is what is considered to be what is "on style" or "on trend".


The fashion industry consists of four major areas.

• Firstly the production of raw materials e.g fibres and textiles including leather and fur. 
• The production of goods by designers, manufacturers, contractors etc.
• Retail Sales/ Merchandising
• Advertising and promotion of the product

Middle Market verses Low End


For years fashion has primarily been separated into two groups. The Low end for the instant gratification pieces or a $3000 Gucci coat from the High End. Due to the credit crunch crisis the middle market is making a come back with the new customer. The high end consumer.


Now customers want to know who makes it? Where is it made and what from? And most importantly how much will it cost and how long will it last? With long lasting garments with a few surprisingly edgy pieces thrown in at a cheap and reasonable price and you've got a middle market collection.


The middle market customer wants fabrics that feel good to touch and against their skin. They want mileage out of an garment not a disposable fashion item, so an amount of quality is needed.


With the middle market there is definitely a lack of statement and experimental items compared to the mass/higher end markets. You want a variety of items with a higher quality to the mass market but with a much lower price point than high end.....tricky. Its all about finding that middle ground for that middle market.


Majority of customers highly rely on the good reputation of the middle stores for quality garments at a reasonable price that will last season after season. But who says the middle market only has to produce 'classic' aka slightly boring (we've seen them) staple pieces...............slightly more adventurous items can be worn the following season cant they?? Well I guess it all depends......but I don't see why not.


The new slang word Masstige sums up the middle market perfectly: That's prestige for the masses; desirable things for everyone not just that rich. I like it!


Fast Fashion

New trends, styles and collections are emerging faster than ever. Just look at the replica of Kate's wedding dress emerging in a matter of hours...insane. Your brand can be "in" today and "out" the next and vice versa.


Consumer behaviour has changed over the years mixing up different fashion trends into an individual style that can be combination from high to low end fashion pieces.


Fashion is a non verbal, visual expression of who we are as an individual. You can tell a lot about a person from the way they dress.