High street chains are keen to target the consumer need for luxury and are introducing high-end ranges into their stores.
The move began with H&M introducing its COS brand, a standalone concept which offers a more premium range, defined by better quality fabrics, cuts and finishing over its high street counterpart. COS further has its own stores, distribution, advertising, runway show and indeed customer.
Similarly, Marks & Spencer’s introduced its Autograph range, a designer collaboration offering more luxurious fabrics with a more fashionable edge. Next season’s range will see its most premium collection to date, with a price tag to match. Next has caught on too, and will launch a new line called Signature, where retail prices in some cases will double from its mainline.
The trend for value fashion may be just that – a trend. In a study by TNS Worldpanel Fashion, more that 60 percent of consumers said they are willing to consider buying a designer or premium range. The survey also discovered that designer and celebrity tie-up ranges are limited to younger age groups, whereas premium collections appeal to consumers of all ages.
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