The most noteworthy strategies that mass fashion brands have developed
include the modification of retailing tactics to reflect a ‘luxurious’ appeal and
the manipulation of similar branding and marketing mix strategies as luxury
brands. The mass fashion brands have also developed advanced operations
techniques to produce new designs within a short time period. The adopted
strategies are presented below:
1 Fast design turnover, popularly known as ‘Fast Fashion’, which is a busi-
ness model that encourages new designs in stores every few weeks instead
of every fashion season. This ensures that consumers find something fresh
every time they visit the store. Consumers are also encouraged to visit the
stores frequently. Another benefit of fast design turnover for the brands is
that fast fashion items are hardly placed on ‘sales’ or ‘mark-downs’, which
means higher revenues for the brands. The fast fashion model is also bene-
ficial to the wider economic environment through outsourcing of produc-
tion. As a result of the need for frequent change of retail stock, several
mass fashion companies presently outsource the production of goods to
manufacturers and suppliers closer to their base in Europe instead of in
Asia where the labour cost is lower. This creates more employment and
gives a boost to the European textile industry. Although this model is
prevalent in Europe, American brands have recognized its benefits and are
adjusting their business strategies accordingly.
2 Limited-edition products, which is a spin-off of fast fashion. Rapid fash-
ion design turnover means that the stores are not overstocked, which
makes every product under the fast-fashion model a limited-edition prod-
uct. Limited-edition products address the consumer need for individual-
ism, customization and independence in style interpretation. Consumers
no longer want to look the same but prefer to have a personal style.
Limited-edition products ensure that each piece of clothing or accessory is
viewed as individual.
3 Brand communications, luxe-style, which is exemplified by the high
advertisement expenditure in fashion magazines like Vogue and Vanity
Fair by both mass fashion and luxury fashion brands. This advertising
medium was previously the sole domain of luxury brands but presently, the
communications design, style and message of mass brands reflect a luxury
feel. Examples can be seen from the concept, feel and style of the recent
advertising campaigns of brands such as Mango and Marks & Spencer in
the print media. Brand communications, luxe-style, is a contributing factor
to the changing perceptions that consumers have of mass fashion brands
and luxury brands. For example, when a consumer sees a similar looking
Gap advertisement beside that of Hermès, it undoubtedly does something
to their mind.
4 Celebrity product and brand endorsement. Several mass fashion brands are
using the celebrity association, pioneered by luxury brands, to endorse
chapter 7 229le new luxe