How and to whom do you sell?
Identify the market level to which your company belongs and the characteristics of your buyers.
If you have a fashion company and you want to know who your true client is, one of the main pieces of advice we can give you is that you first recognize the level of the market your company is in and to whom your products “speak”.
This, as well as a broad line of criteria that we will be addressing from the Intermoda blog, will allow you to generate appropriate business strategies to impact who should (and may) actually buy your fashion proposal.
But then what is a market level? Well, it is about the set of potential buyers as well as the characteristics of your product, from the added value to the price, going through specific processes and other elements that integrate or define it.
Some examples of market levels in fashion are:
If you are not in Paris, you will hardly belong to this level. He is the tallest (and jealous) of all. The few companies that have received this nomination stand out for their high level of exclusivity, luxurious materials, and even the intervention of artisans or masters who master practically unique techniques to shape impressive garments and accessories. Yes, the client belongs to a segment with great purchasing power that is found in haute couture, beyond just one garment.
In general, it is the design firms that belong to this level of the market. With garments that are sometimes unique or only a few units for sale, this type of business model is committed to exclusivity, luxury, creativity and products with their own personality to connect with a client willing to consume originality.
Some companies in this category sometimes have broadcast lines. In other words, collections that, although they bring together the DNA of the brand, are more accessible to connect with a broader audience.
The proposals are for sale thanks to chains that offer a great presence. Many of them globally and with cheaper prices than the rest of the levels.
As its name says, its natural market corresponds to those who prefer wholesale as a marketing tool. That is, these companies (manufacturers or distributors) are not aimed at the final public, but at other businessmen who place the products through stores, boutiques, digital platforms, department chains, etc.
Other levels and markets
Increasingly growing and common, sustainable fashion has found a potential market niche that promises to move forward with determination. On the other hand, the so-called circular economy has also allowed business models through vintage or "second-hand" garments that give new life to products, a commercial dynamic that has seen multiple projects around the world succeed.