MARKET LEVELS IN FASHION

Identify 2 mass market stores : PRIMARK  +  NEW LOOK

• Primark : The company's merchandise is made specifically for the company therefore Primark has its own brand names. Primark offer a diverse range of products, stocking everything from new born and kids clothing, to womenswear, menswear, home ware, accessories, footwear, beauty products and confectionery; all of low cost with a women top ranging from roughly £3- £14 full price.  first baby upwards : target audience 

• New look : Their are brands / concessions that are stocked within store such as cameo rose ax paris and fashion union! New look stocks teenier, womenswear, menswear, home ware, accessories, footwear and beauty products at affordable prices with its own make perfume at £6 and a clutch bag ranging roughly from £8.99 - £25 pounds full price. Target audience :7 yrs 40 yrs  

• Topshop : Their stores sell womenswear, shoes and accessories + beauty products ! Their clothing lines are made up into 6 types of merchandise, Target audience - 16 yr - 40 yrs

The cool-girl aesthetic is all about mixing up styles and turning the fashion rulebook on its head! With one eye on the catwalk and the other firmly on awesome street style, the seasonal collections are ideal for creating beautifully individual looks!
MAINLINE
Their mainline collections are their take on the season’s hottest styles. From basics and denim to hero pieces and perfect dresses.
PREMIUM
Crafted in beautiful fabrics and limited edition designs, their Premium range brings a luxe touch to the season’s trends. Silk, chiffon and organza sit next to mohair, angora and alapaca in a collection of clothes you’ll never want to part ways with!
BOUTIQUE
Designed as the perfect capsule wardrobe for cool girls around the world, Boutique is the style insiders’ one-stop shop! In sumptuous materials, fashion-forward shapes and feminine proportions, it’s lovingly created by Topshop designers.
Topshop is the only high street brand to show on schedule at London Fashion Week and our in-house design team work all year round to produce a collection of pieces worthy of the catwalk. From Cruella de Ville and woodland critters to outer space and Cleopatra, their sources of inspiration abound and each season is a sartorial surprise. Think luxe pieces with a big hit of street savvy style.
DESIGNERS
They have done collaborations with the industry’s most popular designers ! They’ve collaborated on collections with the likes of Christopher Kane, Celia Birtwell, David Koma and Marios Schwab.

• URBAN OUTFITTERS : Founded in 1970, Urban Outfitters operates more than 130 stores in the United States, Canada and Europe, all offering an eclectic mix of merchandise. They stock their stores with what they love, calling on their interest in contemporary art, music and fashion. From men's & women's apparel and accessories to items for the apartment, they offer a lifestyle-specific shopping experience for the educated, urban-minded individual in the 18 to 30 year-old range — both online and instore as well as through their catalog.They sell brands such as STussy , adidas, nike cheap monday, carharrt , obey, spit fields , vans , fred perry and urban renewal! 

Identify 2 Ready to Wear Designers  : DKNY + HERMES 

• DKNY :A modern system of dressing, Karan’s concept is based on Seven Easy Pieces, where a handful of interchangeable items work together to create an entire wardrobe that goes from day to evening, weekday to weekend, season to season. “I’m designing for an international man and woman. A creative person who never knows where a day is going to take them,” says Karan. “That’s why New York is on the label. It sets the pace, the attitude.” Speaking in a multi-cultural language of fashion, Karan is inspired by the life and innate style of the artist. Quintessential hallmarks include black cashmere, leather, stretch and molded fabrics, often exclusively developed by Karan, as well as silhouettes that wrap and sculpt the body.

• HERMES :As of 2008, Hermès has 14 product divisions : leather, scarves, ties, men's wear, women's fashion, perfume, watches, stationery, footwear, gloves, enamel, decorative arts, tableware, and jewellery.

Identify 2 Haute Couture Designers  : MOSHINO + COMME DES GARCONS

• Moshino : The brand consists of several labels: Moschino (women's and men's main line), Moschino Cheap and Chic (women's secondary line, created in 1988), Love Moschino (women's and men's diffusion line, known as Moschino Jeans from 1986 to 2008). In addition, accessories, jewellery, watches, perfume and cosmetics, and even jet helmets are sold under the Moschino brand. Almost all models of watches are made by Binda Group. In Milan, Moschino opened its own concept hotel in 2009, "Maison Moschino”. Founded by Franco Moschino in 1983, the Moschino label is known for its irreverent, surreal take on fashion. Through the years, the collections have often included tongue-in-cheek items like a cashmere jacket reading “rich bitch” or a T-shirt sporting a television tuned to “Channel No. 5” (for which Chanel sued). Rossella Jardini has served as the label’s creative director since Moschino’s death in 1994, turning out playful, wearable collections. 

• Comme Des Garcons : Comme des Garçons collections are designed in the Comme des Garçons studio in Aoyama, Tokyo and are made in Japan, France, Spain, and Turkey.

Identify 2 Premium high street   : TOPSHOP + URBAN OUTFITTERS 

COLLECTIONS

UNIQUE

• For Karan, it’s never been just about clothes; it’s about lifestyles. She sees the entire picture from head-to-toe, from function to aesthetic. Handbags and shoes are designed right alongside the clothes. “How do I dress the leg?” inspired Donna Karan Hosiery. “The right bra?” Donna Karan Intimates. “The perfect glasses?” Donna Karan Eyewear. The list goes on to include belts, accessories and, as Karan puts it, “everything you need to pull yourself together.” age range 18yrs - 80yrs!

• Hermès sales are composed of about 30% leather goods, 15% clothes, 12% scarves, and 43% other wares. The company licenses no products and keeps tight control over the design and manufacture of its vast inventory.
  The family company is very attached to its old-fashioned business model and rejects mass production, assembly lines, and mechanization. Hermès goods are almost entirely made in France by hand in middle-sized workshops ("Ateliers Hermès") with an emphasis on quality manufacturing. Indeed, Hermes claims most items are fabricated from beginning to end by one person only, which is supposed to be a guarantee of the quality and uniqueness of Hermès products.
  In 2012, Hermes retail outlets changed its policy regarding returns and exchanges of products. Consumers may only exchange items within ten days of purchase, and only for another color variant of the original purchase. No other post-purchase exchanges are permitted and refunds are never offered, regardless of the consumer having a receipt.

• The 1997 spring-summer collection, often referred to the "lumps and bumps" collection, which contained fabric in bulk and balls on the garments. Comme des Garçons have collaborated with various other labels over the years including Fred Perry, Levi’s, Converse All Star, Speedo, Nike, Moncler, Lacoste, Cutler and Gross, Chrome Hearts, Hammerthor, S. N. S. Herning, Louis Vuitton, Supreme, and many others. Comme des Garçons and H&M collaborated on a collection which was released in the fall of 2008.Signature Comme des Garçons boutiques are located in London (Dover Street Market), Paris, New York City, Beijing , Hong Kong, Seoul, St. Petersburg, Tokyo (2x), Kyoto, Osaka, Fukuoka. The company also maintains concessions at select department stores, such as Isetan. In Paris, a Comme des Garçons perfumery can be found at 23 Place Marché St-Honoré.
  
  
  “ I found that exploring the different market levels and the kind of fabrics and store locations and brands within the company has given me an insight into how they differ in attract their individual customers/ audience and how building a signature look is part of branding yourself and being a reliable fashion company "