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Luxury versus High Street

Luxury versus High Street

Posted in Urban Life

 

 

 

 

 

 

 

The fashion world is something I will always be an admirer of, not only is it my field but my genuine interest and passion for such an industry is interminable. Consequently, one of the many factors that are so appealing to me is the differentiation between the luxury sector and the high street. This engagement is particularly current in regards to the change of attitude from consumers and therefore brands since the birth of our digital world.

 

 

 

 

 

Despite that fashion is universal, luxury labels have to work differently to the mass market (in other words, the high street) this is proved through the approach to a customer, which is considerably diverse. Chanel lures their buyers to the products with their uniqueness and exclusivity, whilst H&M are always trying to please, and remind shoppers of their existence relentlessly.

 

 

 

 

 

 

Essentially, Chanel belongs to the luxury section of the fashion market while H&M is considered to be a mass fashion brand. This then develops into separate target strategies as clearly the former communicates to the highest end and the latter to the masses.

 

 

 

 

 

 

Nevertheless, let us remember that the differences do not end there, as these two separate companies with diverse actions are actually seeking completely different customers too. Basically, Chanel shoppers tend to have a greater spending power, whilst H&M customers are attracted to the actual product offerings, as in sales and offers. Which is also why we should not forget the collaborations between high street and certain brands, and especially so with H&M. Thus, proving the change of customer and the diversity having to change through the publics demand. It all started way back in 2004 when the late and legendary Karl Lagerfeld collaborated with a collection that created a capsule range of womenswear and menswear, that sold out in 12 hours. This fever then continued through many others of the greats including Stella McCartney and Viktor & Rolf.

 

 

 

 

 

 

 

 

In 2019, it cannot be denied that certain brands have to merge and reconsider some products or campaigns. Also, since social platforms took over our lives, so has the way we spend, shop and observe our purchases. Does this mean luxury brands will have to bend the traditional rules to keep up with the digital times? Who knows, but one thing is for sure is that the customer is evolving rapidly and changing constantly. Therefore, not only will the luxury sector have to re-evaluate its foundation in some areas, but so too will the mass market.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Victoria Tozzi Lidster xx

 

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Cover Image Credit: https://medium.com/@andjelicaaa/luxury-fashion-is-not-ready-for-sustainability-8deb42c6484b