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First of all, high-end fashion refers to clothing that is very expensive clothing which are designed by world famous fashion designers and produced using luxury fabrics and are worn by celebrities and the rich. Famous fashion designers make it a point to stage at least a fashion each year presenting his/her new line-up of designs, that are either attuned to the trend or the design sets up a trend in the fashion world, and these new high-end clothes are modeled by famous models in close proximity view of rich clients, celebrities, fashion magazine editors, or high-end retailers.
High-end fashion trends are set up by well-known fashion designers of which their famous clientele pick it up and buy these trendy clothes and wear them to their social functions, while retailers or merchandisers buy a select line-up of these clothes and are put into display at luxurious boutiques at key cities around the world.
High-end fashion merchandising is all about the marketing and managing of designer clothes, such as haute couture and contemporary fashion designs, which are based on fashion trends and are made of top quality fabrics. The role of both high-end apparel retailers and merchandisers are interchangeably almost the same since both look up at what are the current trends in the clothing business and determine which of these trendy clothes will sell well to the consumers at the right price and what would be the appropriate season for these clothes to be displayed to the clients.
What differentiates specifically the fashion merchandisers from apparel retailers is that they specializes in forecasting the fashion trends for an upcoming season, since these merchandisers work with both designers and retailers and with that the best combinations of fashion branding, marketing and customer relations are established. Also, fashion merchandisers are often hired/consulted by famous department stores to re-design store shelves of high-end fashion clothes with the rich consumers in mind.
The high fashion industry has succeeded in effectively influencing people to follow their fashion trends, which the industry is cashing on, so that people from all walks of life are exposed to the seasonal fashion trends from sponsored celebrities and icons which are seen in fashion week, magazines, and social media, thereby, attracting more customers to sample these high-end products even if they can be expensive. Basically, high-end designs come out expensive because they are of one-of-a-kind style and either custom-made or made-to-order.
In order to broaden the range of consumers in a global perspective, most high-end retailers are now into clever advertising through the internet, thereby bringing new trends in greater brand accessibility and developing new levels of global customers. It is cashing in on social sentiments that have increased interest on designers’ clothes, like if it gets a million “likes” in the social media, it is actually saying that these million friends approve of the design and that it’s worth buying it and that equates to increase in sales as buyers are psyched into realizing the social sentiment.
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