MARKET LEVEL

My final major project will sit in the accessible luxury market. I noticed that the main brands I am influenced by sit in the lower end of the high-end sector of fashion. Brands within this market level embody values and aspirations of their consumers. I think luxury fashion is the future however I want my brand to be accessible for everyone with a lower price tag. It is important that my brand is inclusive unlike many luxury brands. As Vogue’s International Editor Suze Menkes says, “Luxury today needs to redefine the way it’s presented to be comprehensive to different generations and different cultural groupings.”

I believe it is important for brands to have a more accessible attitude in order to resonate with the more politically engaged, globally aware consumer who values diversity and ignores the status quo. Streetwear brands are a prime example of engaging today’s youth and have a very open and diverse attitude. Virgil Abloh said “My approach is to make the creative industry inclusive, not exclusive, shifting the veil of secrecy feels new.” Through drop culture streetwear brands have created clothing which is both accessible and exclusive. The effect of this is Gen Z and Alpha value inclusivity and expect luxury brands to create accessibility. The future of the luxury market is transparency and sharing values with their consumers. Accessible luxury can still be exclusive. Limited editions, localised products and unexpected collaborations are just some of the ways streetwear brands ensure this. ( News, 2022)