Fashion's Fast Lane
Image credit : Johannes Diboky
In the past, one could safely spend the big bucks on a designer piece with confidence that it would pass the test of time. The fashion industry is now swapping fashion trends for newer ones almost every week. The desire to spend so much on clothing or accessories has diminished in a world filled with fast fashion. Now, we can buy cheaper and more disposable items that will be missed less when a new trend pops up the next month. So, how then, can high end designers survive this kind of a new environment? Through the fast-paced, social media run world we now deem to be normal, the fashion industry must make some adjustments.
One solution that has been utilized was so simple, nobody could have predicted its major success. The teaming up between fast fashion giants and high end designers to create a happy medium for the customer has proved to be the most successful for everyone involved. For example, stores such as H&M, Macy’s, and even Target have partnered with high end designers like Versace, Karl Lagerfeld, and Rodarte to create affordable lines within the respectable stores. In fact, Margiela is coming to H&M this Scorpio season to offer a more affordable line. This not only helps the budgeting fashionistas to score designer deals, but acts as good PR for the design houses. Once the designers have shown the line in an accessible venue, they establish a relationship with other classes of shoppers. This way, their merchandise is still understood as high fashion, but accompanied by fewer severity's within the shopper’s wallet.
This strategy not only shows the label’s concern for the shopper, but also camaraderie between retail and fashion companies. There are customers willing to pay a fortune for the look of unattainability. Some believe this to be the way high end designers should operate, no matter the economic conditions. Still, there will undoubtedly be lines upon lines at participating H&M stores this November waiting for the affordable Margiela pieces.