Conceptualising sustained high quality fashion products in a devalue dominated marketplace

Cassidy, Tracy Diane (2016) Conceptualising sustained high quality fashion products in a devalue dominated marketplace. Fashion Practice: The Journal of Design, Creative Process and the Fashion Industry. ISSN 1756-9370

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Abstract

The current fashion system largely sustains an industry through excessive consumer consumption habits resulting in an environmentally unsustainable industry. Fashion trends coupled with mass-production strategies, predominantly within the lower and middle market sectors, is considered to have devalued fashion by many; and has impacted on the higher end of the market forcing brands to reconsider their quality and price points to remain profitable, or to tolerate lower sales volumes. The online auction culture is a further consideration, with consumers having ready access to cheaper luxury goods, albeit second-hand, which supports the continuing growth of vintage and retro trends reinforced by trend forecasters and endorsed by those with an interest in a more sustainable lifestyle. This presents high-end brands with an opportunity to strengthen their position in a changing marketplace. This paper deliberates factors that contribute to the devaluing of quality before debating the opportunity that the new online culture presents to the high-end sector with the inclusion of a conceptual business model. While conceptual, after deliberating notions from fashion history and from current affairs, the paper proposes an optimistic future for luxury fashion brands and products if new technologies, such as on-line tools and facilities, and advancing consumer behaviour preferences are embraced and utilised to full capacity. It is not to be suggested however that the conceptual business model is solely for the purpose of the on-line retail context.

Item Type:	Article
Subjects:	T Technology > TS Manufactures T Technology > TT Handicrafts Arts and crafts
Schools:	School of Art, Design and Architecture
Related URLs:	Author
Depositing User:	Tracy Cassidy
Date Deposited:	29 Jun 2016 11:27
Last Modified:	13 Dec 2016 16:16
URI:	http://eprints.hud.ac.uk/id/eprint/28744

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