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Supply Chain of
Textile & Apparel Industry
General Supply Chain Model
Industry Pyramid
Though the first couturier, Charles Frederick Worth, was a Brit, the following Parisians
and French houses are the only certified couturiers:
Adeline Andr, Anne Valrie Hash, Chanel, Christian Dior, Christian Lacroix, Dominique
Sirop, Franck Sorbier, Givenchy, Jean Paul Gaultier, Maurizio Galante and Stphane
Rolland.
Couture
Louis Vuitton
Herms
Chanel
Fendi
Luxury RTW
Start-Ups
Fashion start-ups are firms which do not have enough market presence to be easily
recognized by the mass market. These are companies which would not pass the
secondary meaning requirement for intellectual property protection. Secondary
meaning requires that products be easily recognizable to consumers through distinctive
branding. These firms can operate out of a small number of namesake boutiques, or
be carried by a small number of stores. These firms may also be available only online.
Start-Ups
Esprit
H&M
Renner
United Colors of Benetton
Zara
Fast Fashion
Counterfeit
Counterfeit goods rely not only on design and creative copying, but also on trademark
infringement. Counterfeit products are low-cost replicas of well-known products. In
some cases counterfeit firms are upfront about the illegitimacy of their products. There
are consumers who intentionally seek out convincing counterfeits to have an It Bag
replica at a low cost. Another segment of the counterfeit industry attempts to trick
uneducated consumers into believing their products are legitimate designer goods. The
internet makes counterfeits harder to spot and easier to distribute.
Counterfeit
Crossing Markets
Diversifying ones product offerings into multiple market segments allows designers
to reach as many customers as possible and create better brand recognition and
secondary meaning for their products.
High end fashion designers have attempted to breach the gap between price markets
by essentially knocking off themselves.
These so called diffusion lines offer lower price garments inspired by high fashion
collections. The looks are not exact runway replicas, but they do give the average
consumer a chance to own a designer label.
The diffusion line is a fantastic marketing tool for fashion designers, and as long as
they maintain production and ethics standards there is no reason to challenge the
practice.
Sales Channels
Sales Channels
Online/website 52%
Brick and mortar store 18%
Distributors 11%
Social media 9%
Call center 4%
Catalog 4%
Other 2%