I had a lot to write about today too, mostly about the fashion industry-especially the haute couture industry-but honestly, I just don't feel up to it too much.
I'll try to write some tomorrow instead. Désolé.
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Okay I'm back. Since I am not going out, I decided to do some homework (yes I do have homework while I'm here). Here are some of the things I wanted to share with you.
One. I need to learn how to how to sew. I went fabric shopping with my roomies (who all are fabulous designers) and I was inspired. Maybe have a sewing workshop the week I get back to America?
Two. Here is the essay/journal entry for one of my classes. It sums up some of what I learned today.
Couture Selling—“Everything is Social. Especially Fashion.”
Today as Olivier was speaking about the high fashion and couture industries, I was shocked to find how much the high-end designers such as Louis Vuitton mark up their prices purely because of image. Initially I was annoyed. I felt deceived. As a fashion major I know companies mark prices up a skyrocketing amount. However when it came to couture designs I assumed that essentially I was getting what I paid for. While of course it is exceptional quality in comparison to other handbags, I wondered how they could get away with it and maintain such hype over their brand.
As I continued to ponder the concept I realized, it is my fault. Not my fault specifically but our fault as consumers. Would you value a Christian Dior handbag or Louis Vuitton luggage as much if the items were priced at $100 each as opposed to $600? Probably not. As we as consumer expect a certain price AND are also willing to pay it—brands will continue to price according to consumer willingness. Olivier referred to a time when a customer came into one his previous employers requesting to purchase a crocodile skin bag. When he told his client the price of the bag the client, she refused to buy claiming that “it [the bag] could not be real crocodile skin at such a low price”, and walked out the door. After that, the brand decided to increase the price. The consumers were willing to pay more and desired the exclusivity of buying from such a highly regarded designer.
Along with that came the idea of counterfeiting. I know all of us have come up with some idea or plan or joke and someone else has taken credit for it. It’s frustrating, is it not? While it is important to be humbled, it is like a slap in the face when you see your design replicated with someone else’s name on it. It’s having someone else take credit for your time, effort, and thought. Another unfortunate fact is that the law does not protect designers unless it is essentially an EXACT remake. Any alteration of slightest immediately makes it an legitimate act on behalf of the counterfeiter. The reason this was of importance to me is that couture designs are not purchased online. It is the experience of in-store buying that is incorporated into the value of item. However as Interactive Media minor and merchandise major, I view it as a challenge. I would love to be able to find a creative and unique way for haute couture customers to have an incredible buying experience online. Unfortunately, it is hard for designers to sell online because of the amount of counterfeiting that can occur. It makes copying easier and also makes it harder for consumers to trust online stores. If not all e-commerce is reliable, customers may be hesitant to buy such high priced through the internet.
Regardless, all of these facts gave me something to think about. I learned an intense amount of information about couture fashion. While it is extremely interesting and I really do appreciate it, I would have to agree with Olivier—“Everything is social. Especially fashion.” And that aspect of the industry is very unappealing. I am hoping one day I can add some more genuineness.
I hope you're feeling better, Mand! Praying for you.
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