Category
Fashion
Seoul Scaling
Trend cluster
Category
Affordable
Couture
Seeking to broaden appeal, designers turn to collaborations to entice consumers.
6.0
Trend score
Trend
What is the Affordable Couture trend?
Affordable Couture: With high-end fashion often marketed to a very niche and restricted market audience, efforts to expand consumer interest has prompted couture labels to move toward more accessible marketing tactics. In an effort to broaden overall market appeal, haute fashion labels are turning to collaborative projects to create more affordable designs that people of all classes can enjoy. The merging of high and low-end designs allow brands to expand beyond traditional buyers, combining sophisticated aesthetics with the need for more affordable everyday goods.
Trend themes
Themes within the Affordable Couture trend
Three behaviours holding the trend together01
Affordable high-end fashion
Haute fashion labels are turning to collaborative projects to create more affordable designs that people of all classes can enjoy.
02
Unisex designer collaborations
Leveraging ornate details with simplistic silhouettes, fashion partnerships are making designer wear affordable and unisex.
03
Discount couture
Fashion retailers are collaborating with heritage brands for affordable luxury ranges.
Industry implications
What the Affordable Couture trend means for industry
Where the trend changes the playbookFor
Fashion
Collaborations in the fashion industry are stretching boundaries to provide affordable couture collections.
For
Retail
Retailers are teaming up with designers and celebrities to offer affordable high-end collections with futuristic store technologies.
For
Sports
Fashionable jersey collections are introducing vintage numbers and interweaving art with athletics in sports-inspired high-low ranges.
Trend signals
Trend signals for Affordable Couture
Trend score 6.0 out of 10, from popularity 84%, activity 89%, freshness 8%.
Popularity84%
Activity89%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Affordable Couture trend
11 featured examples from Jun 11, 2012 to Dec 16, 2015CategoryFashion
Preppy Collaboration Collections
3.1 Phillip Lim for Target Blends High and Low End Styles
The fashion industry can benefit from exploring the blend of high and low end styles and the mix of youthful and conservative garments.
CategoryPop Culture
Celebrity Holiday Couture
Topshop Teamed Up with Kendall and Kylie Jenner for a Festive Lineup
Social media platforms will continue to be an important space for influencer collaborations in the fashion industry.
CategoryMarketing
Clashing Colorful Collaborative Lookbooks
The Peter Pilotto Target Lookbook Debuts the New Set
Disruptive innovation opportunity for fashion retailers to partner with high-end designers and offer exclusive collections at affordable prices.
CategoryFashion
Soccer Star Loungewear Lookbooks
The David Beckham H&M Bodywear Fall/Winter 2013 Line is Sporty
The success of David Beckham's H&M Bodywear line proves that there is a growing demand for fashionable and comfortable loungewear for men.
CategoryFashion
Discount Designer Clothing Collaborations
The New Kohl's Line Will Feature Pieces by Reed Krakoff
The fashion and retail industries can collaborate and create more affordable designer collections to expand their customer base and increase revenue.
CategoryFashion
Luxurious Discount Couture
The Balmain x H&M Collection Hits Stores November 5th
The Balmain x H&M collaboration impacts the fast fashion industry by offering luxurious designs at affordable prices, presenting opportunities for disruptive innovation.
CategoryMarketing
Oversized Fashionista Campaigns
The 'Little Marina' Stunt for Missoni x Target is Hard to Ignore
Retailers can innovate their marketing strategies by incorporating interactive elements like those seen in Missoni x Target's "Little Marina" campaign.
CategoryLifestyle
Fashionable Jersey Collections
The Forever 21 NBA Collection Shows Off Vintage Team Numbers
The fashion industry can capitalize on the trend of blending sports and fashion, creating a new market segment for fashionable sportswear.
CategoryLifestyle
Artful Sportswear Collaborations
The PUMA x Todd James Fall/Winter 2013 Collection is Cartoon-Clad
Fashion brands can take advantage of collaboration opportunities with artists and explore the fusion of art and sportswear.
CategoryFashion
Pop Star Retail Collaborations
The Lady Gaga Partnership is One of the Best H&M Collaborations Yet
Fashion retailers can collaborate with celebrities to add glamour to their stores and attract more customers.
CategoryPop Culture
Unisex Designer Collaborations
Isabel Marant for H&M Makes Luxury Affordable for the Masses
Fashion retailers can disrupt the industry by collaborating with high-end designers to produce affordable and stylish collections for the masses.
