Lesson : Levels of Production in Fashion
Levels of Production in Fashion
Fashion production varies in quality, price, and exclusivity. The levels range from highly exclusive haute couture to mass production, with different categories in between.
Understanding the levels of fashion production helps in recognizing the differences in price, exclusivity, and craftsmanship. From haute couture to budget lines, each category serves different market needs and influences global fashion trends.
Haute Couture
Definition: French for "high dressmaking," it consists of unique, handcrafted garments.
Exclusivity: Only one-of-a-kind pieces are created; no two garments are the same.
Regulation: Governed by the French Fashion Federation; only certain fashion houses qualify.
Characteristics: Highest quality fabrics, precise craftsmanship, and extremely expensive (e.g., a blouse may cost over $20,000).
Fashion Houses: Chanel, Dior, Givenchy, and Jean Paul Gaultier (as of 2012).
Purpose: Often designed for celebrities or fashion shows rather than everyday wear.
Founder: Charles Frederick Worth (Founder of Chambre Syndicale de la Haute Couture).
Exclusive Clientele: Designed for a single client, tailored to their style and size.
Recognition: Vogue magazine describes haute couture as "a walking piece of art."
Approval Process: Requires approval from Chambre Syndicale de la Haute Couture.
Current Status: Only 15 haute couture houses exist in Paris today, including Chanel and Dior Valentino
Production:
- Highest quality, hand-made pieces.
- The most expensive garments in the fashion industry.
- Requires exceptional skill and time investment.
- Sets the standard for fashion trends in prêt-à-porter collections.
- Collections are presented twice a year (spring/summer and autumn/winter), consisting of at least 35 pieces (day and evening wear).
- Designed 6 months in advance.
- Guest invitation only for viewing.
Prêt-à-Porter (Ready-to-Wear)
Definition: French for "ready to wear," it is designed for a wider audience.
Characteristics: More refined than mass production but less intricate than haute couture.
Not necessarily mass-produced but available to a wide variety of customers.
Available in different sizes; not tailored to fit perfectly.
Fashion Shows: Presented twice a year, often pre-seasonal, one year in advance (e.g., Winter 2020 collection was shown in 2019).
Adaptation: Designs consider climate and economic changes.
Influence: Takes inspiration from haute couture but lacks exclusivity.
Retail: Sold in retail stores and online shops.
Fashion Houses: Many haute couture brands, such as Dior, also have prêt-à-porter lines.
Major Fashion Weeks: Collections are showcased in New York, Paris, Milan, and London.
Audience: Exclusive guest lists include celebrities, press, and fashion bloggers.
Demi-Couture
Definition: Demi-couture designs are fashions that are considered ready-to-wear because they are not custom-fitted or adjusted for the customer.
Difference from Haute Couture: Not custom-fitted, but still not mass-produced.
Exclusivity: Although they are not mass-produced, there is no guarantee that no one else will have the same design.
Designers: Young designers working for established fashion houses often create demi-couture designs.
Trend: There is a growing trend among European designers to produce demi-couture; Stella McCartney and Patrick Cox are two designers who have produced demi-couture collections.
Mass Production
Mass production refers to garments manufactured on a large scale for affordability and accessibility. It is divided into different lines:
a. Bridge Lines
Definition: High-end designs that "bridge" the gap between luxury and mass-produced fashion.
Retailers: High-end boutiques.
b. Better Lines
Definition: Higher quality materials than budget or moderate lines.
Retailers: Ralph Lauren, Calvin Klein, Laura, and Roots.
c. Moderate Lines
Definition: Mid-priced clothing, including career wear and sportswear.
Retailers: Levi’s, The Gap, Nygård, Fairweather, Reitmans.
d. Budget Lines
Definition: Lowest price range, made with inexpensive fabrics and simple designs.
Retailers: Stitches, Joe Fresh.
The Impact of Haute Couture
Haute couture is not meant for daily wear but sets fashion trends.
Paris remains the global center for haute couture, influencing fashion worldwide.
Ready-to-wear and mass-produced designs are often inspired by haute couture collections.
