Split into various sectors, the Fashion Market Levels Hierarchy is the system that divides fashion brands into categories according to price, brand image, brand identity and brand values set out by the label. The fashion market is separated into 5 levels, the lowest being Mass Production (High street and economy), High-end Chain Lovers, Pret-A-Porter, Couture and Haute Couture.
So what do each of these categories mean? Starting from the bottom of the pyramid, Mass Production, is the value market, where firms rely on producing large quantities of an item, resulting in a high volume of sales to maximise profit. Mass Production brands include H&M, Primark, Pretty Little Thing, Boohoo etc., and these fast fashion brands continue to make profits due to the fact that the production costs are extremely low, and oftentimes unethical and are sold at such an affordable price.
In the very centre of the pyramid is the Pret-A-Porter category, otherwise known as Ready-to-Wear Fashion. Ready-to-Wear fashion are clothes made in the factory and produced in various standardised sizes (XS, S, M, L), unlike Couture clothing that is tailored specifically for the clientele. Ready-to-Wear fashion is oftentimes manufactured industrially to reduce production costs, and are not considered unique but are only produced in limited quantities.
Lastly, the very top tier of the hierarchy is Haute Couture, otherwise known as High Fashion, is custom-fitted, tailor-made clothing that suits specifically the clientele. It is extremely costly, due to the fact that it is oftentimes hand-made, customised from head-to-toe, start-to-finish, using high quality materials and delicate hand sewn techniques. Haute Couture brands include Chanel, Givenchy and Dior.
References
Driver, G. (2018). The Dreamiest Dresses From Haute Couture Fashion Week SS18. [online] Elle. Available at: https://www.elle.com/uk/fashion/articles/g32577/haute-couture-fashion-week-ss18-best-dresses/ [Accessed 28 Nov. 2018].
The Made in America Movement. (n.d.). 6 Things You Didn’t Know About Fast Fashion. [online] Available at: https://www.themadeinamericamovement.com/sustainability/6-things-you-didnt-know-about-fast-fashion/ [Accessed 28 Nov. 2018].
Vogue Paris. (2014). Moschino: Fall/Winter 2014-2015. [online] Available at: https://en.vogue.fr/fashion-shows/shows/defile/fall-winter-2014-2015-milan-moschino/10331 [Accessed 28 Nov. 2018].
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