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. The role of both high-end apparel retailers and merchandisers are interchangeably almost the same since both look up at what are the current trends in the clothing business and determine which of these trendy clothes will sell well to the consumers at the right price and what would be the appropriate season for these clothes to be displayed to the clients.
The fashion merchandisers act as the go-between among designers and buyers and from that kind of established relationship, a combination of fashion branding, marketing and customer relations is created. Also, fashion merchandisers are often hired/consulted by famous department stores to re-design store shelves of high-end fashion clothes with the rich consumers in mind.
Even if the high fashion industry is limited and catered to a small number of clientele, but it is influential in setting up the trends with how people can look good, in building up a lifestyle which people around the world would love to follow, and, in effect, bring in more customers from different age levels. Basically, high-end designs come out expensive because they are of one-of-a-kind style and 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.
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