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| Hit Back at High Street |
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Exclusivity is the latest weapon in the fashion house armories |
By LAUREN GOLDSTEIN |
Posted Sunday, Dec. 8, 2002; 2.02 p.m. GMT
Fashion houses are praying that things can only get better in 2003. The industry has had a couple of wretched years: as if poor sales were not bad enough, designers had to endure the soul-destroying sight of their customers shopping at — l'horreur! — high street stores. It was proof that even high fashion is not immune to economic realities. In these recessionary times, why would anyone spend $400 for a pair of black Gucci trousers when Zara has something close for $50?
Now some designers have decided that the best way to compete with the mass-market brands is to offer what the H&Ms and Topshops can't: hyper-exclusivity. The fashion trend in the months ahead will be toward one-of-a-kinds, limited editions and bespokes. Dolce & Gabbana took their 10 best-selling outfits from years gone by and reworked them under a new label, Dolce & Gabbana Vintage. Gucci has already introduced a line of made-to-order bags, starting at $1,500 and giving customers a chance to put their own initials on any one of five classic bags from the Gucci archives.
Bally is also offering bags decorated with the buyer's initials instead of the company logo. Will customers respond to the call of exclusivity? Frederique Salamon, the women's manager at Galeries Lafayette, believes they will. "Shoppers want to spend money," she says optimistically, "but they want to spend money on something new and exciting." Designers shouldn't get their hopes too high: all indicators are that the trendy rich will continue to go to the high street for their everyday togs.
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The Fashion Issue [Jun. 4, 2002]
TIME gets an exclusive peek inside the fashion house factories, and meets the induxtry's most influential players |
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S O C I E T Y
Islam In Europe
An inside look at how Europe's Muslims adapt to secular society — and vice-versa
T H E A T E R
Boney's Part
A stage extravaganza, a TV mini-series and a clutch of films put Napoleon in the spotlight again
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E U R O P E
Outta Here
A faltering economy and Schröder's policies have companies fleeing Germany
P O L I T I C S
Wages Of Spin Cherie Blair didn't know she was doing business with a con man, but it's Tony and New Labour who may pay the price |
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