1. Market Categories
Fashion design is grouped by categories to suggest price point, aesthetic and target audience. fashion designers need to understand the categories that they are designing for.

2. Designer/Pret-a-Porter
Haute Couture
Designer/Pret-a-Porter
Bridge
Contemporary
Moderate
Tweens/Juniors
Budget

3. Haute Couture Most expensive Well made Labor intensive
Monitored by Chambre Syndicale de Haute Couture in Paris
Employs at least 15 workers
Fashion show of at least 35 pieces in both evening & daywear, twice yearly
Garments fit to customer at least 3 times
Declined in popularity because of cost
Chanel, Armani, Prada
Valentino

4. Designer/Pret-a-Porter
Uses standardized sizing
Seasonal showings for press & buyers
Superior fabrics & construction
Can be abstract & artistic
Becoming rare
Used as a promotional tool to sell less expensive collections
Hussein Chalayan
Hussein Chalayan

5. Anne Taylor, Banana Republic
Bridge
An American phenomenon
Higher Price point
Less superior fabrics & manufacturing processes
Supplied professional clothing to women who were entering the workforce in the 1970’s (suits)
Modern collections appeal to the younger female & offer more adventurous options than the suit
Anne Taylor, Banana Republic
Anne Taylor

6. Dolce & Gabbana’s D&G, Donna Karan’s DKNY, Calvin Klein’s CK
Contemporary
Equal in price point to Bridge
For more young & adventurous customers
These customers want what is on the runway, but at a lower price.
Many designers offer a line like this
Dolce & Gabbana’s D&G, Donna Karan’s DKNY, Calvin Klein’s CK

7. Moderate Sold in department stores
Serve customers in a variety of activities
More active & casual wear
Silhouettes are based on last year’s sales
Divided into core, core plus & novelty
Core-a piece that everyone wears
Core Plus-a basic item with a twist
Novelty-trendy in silhouette & color
and adds excitement
JC Penney, Macy’s
JC Penney

8. Forever 21, Delia’s, Old Navy
Tweens/Juniors
Tweens:Ages 10-14
Juniors:13-18
This market has expanded due to Baby boomers & Gen X members having children who like to shop
Once a trend is widely accepted it is considered outdated
Forever 21, Delia’s, Old Navy
Delia’s

9. Isaac Mizrahi for Target
Budget
Fastest growing segment of the fashion industry
Some high concept designers, like Stella McCartney & Karl Lagerfeld have created collections for budget stores, like H&M
Garments produced inexpensively & quickly, doesn’t last long
Silhouettes change frequently>seasonal dressing
Criticism for dangerous labor practices & throwaway clothing
Isaac Mizrahi for Target