When we talk about high-end fashion, it usually imparts to pricey clothing designed by famous fashion designers and worn by rich icons or celebrities. The process of promoting high-end fashion clothes starts with a fashion show, produced by the clothes designer, and worn by famous models in front of the gazing inspection of rich patrons, fashion magazine editors, fashion bloggers, celebrities, and merchandisers.
Fashion trends are usually created and set up by notable fashion designers and picked up by fashion buyers and merchandisers in the industry and the trends go like crazy as it cascades to the ritzy boutiques of capital 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. Many apparel retailers, together with their team of fashion merchandisers, analyze the fashion trends and monitor product sales, are experts in differentiating the textiles and fabrics used in each designed clothes, oversee the choosing and marketing of the right clothes at the right prices, and determine as to when the products will be distributed to the consumers, as well as how many clothes will be displayed at a specific time frame.
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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. In addition to the mentioned tasks, fashion merchandisers are also asked by well-known department stores to create high-end store shelves that can effectively display the clothes to their rich clients.
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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. High-end designs are always unique one-of-a-kind style, can cost between moderately to very expensive prices, and are either custom-made or made-to-order.
The powerful influence of the internet, specifically in the social media, has created a clever way to advertise designers’ clothes which high-end retailers are now smartly investing in the technology to broaden their customer base into a global dimension. Mind-boggling as can be, but the internet influence and its tool have provided high-end retailers a new perspective in increasing their once remote clientele into a global dimension following the social trending and sentiment in social media, such that the million “likes” gathered from posting a designers clothes can be translated as socially approved by these million “likers” and, therefore, means that the clothes are worth buying.