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Essay / Research Paper Abstract
This 8 page paper looks at the fashion industry and how haute couture is meeting high street fashion with the decision of Karl Lagerfeld to create a range for the discount store H&M. The paper considers the approach adopted, including the controversial comments, and the dangers of this strategy. The bibliography cites 10 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEkarllag.rtf
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Unformatted sample text from the term paper:
be designers that are trying to seek to a lower price bracket market. There was once a time when Haute Couture and high street fashion were very clearly differentiated, but
today the lines are increasingly blurred, the delineation is still there, and many fashion designer wish to keep the exclusive designs exactly that; exclusive.
However, today information travels at a much faster rate, there is increase knowledge of what is fashionable and on the cat walks, and those buying fashion o the
high street are increasingly demanding high fashion clothes, but at a lower price. This is a phenomena that maybe be expected in any industry where there is increased consumer knowledge
(Kotler, 2003). If we look at the designer Karl Lagerfeld we may argue that he has looked at this trend and decided
if he cannot beat them he will join them, as evidence by his move to work for the clothes store H&M, a real event of Haute Couture meets the High
Street. However even here there are strong indications that the designer is still seeking to retain some perception of exclusivity. However when
we look at what it is Karl Lagerfeld is trying to promote, it is not only the clothes and his desire to see people wearing his clothes the fashion is
also incorporating and promoting his ideals as a part of that fashion and using them to try and exclude those who are unlikely to buy his fashion anyway.
H&M may be selling clothes with his name on starting at $19.90 as the price for a Karl Lagerfeld T-Shirt up to $149 as
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