fashion brands have not gone unnoticed. According to the theory we have found luxury fashion brands are responding to fast fashion by inclining towards the model of fast fashion. The luxury fashion brands are developing production and retailing models. Pre-collections, diffusion lines, outsourcing of production to cheaper labor countries and Information and Computer Technologies are being used. With these the luxury fashion brands can reach consumer needs for fast and early deliveries and spur product rotation. They can also mass produce and offer 50 percent cheaper products compared to the top-of-the-line designer products. (Plunkett 2010, p.20) 5.1 Adapting to the fast fashion model In the empirical study we have come to see that luxury fashion brands are adapting towards the model of fast fashion. Luxury fashion brands have looked over their own practices to send new fashions to stores more frequently. (White, 2010) The luxury fashion brands have noticed the speed of change from the fast fashion brands and are now feeling pressured to offer new products more often. They do not want loyal customers who visit the stores frequently to become bored of not finding something new. New pieces from a collection are also being delivered in steps to the stores every four weeks in order to offer customers something new, since it would be too costly to present new collections every month. Luxury fashion brands have complemented their Spring/Summer and Autumn/Winter collections with pre- collections, cruise, flash, pre-Fall collections and limited-edition lines increasing the number of collections from two to up to six per year. (BoF, 2011) In 2006 there was a wider trend from the world‟s luxury fashion houses to look to their lower- priced secondary labels for growth, referred to as diffusion lines. The diffusion lines are up 50 percent cheaper than the main line, as was also confirmed in the theory. In order to become more competitive with fast fashion brands prices, some luxury fashion brands have increased their number of lower priced items. Creativity is emphasized with glitzy ads and fashion shows, something that the fast fashion brands lack. (Passariello, 2006) One luxury fashion brand had gone the step further in creating their own fast fashion phenomenon as they call it, by taking back control of their before licensed and lower priced sub-brand. The delivery cycle
32 of those garments are said to be similar to those of fast fashion brands, though what differentiates the sub-brand from a fast fashion brand is the designer cachet. Fresh collections arrive to the stores once or twice each month. (Colavita and Keiser, 2005) The sub-brands are usually trendier, lower priced and more available with more boutiques. What makes the sub- brands differ from the main lines is the manufacturing, which is usually outsourced to cheaper labor countries, as was also stated by Plunkett (2010, p.20). The aim for the luxury fashion brands sub-brands was to become cheaper, since there is a belief that fashion is for everybody. (Passariello, 2006)
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- Spring '17
- peter james
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