As designers continue to push ready-to-wear for new styles and silhouettes, they must compete with another growing trend—the price cut. In the upcoming fall and spring seasons, high end designers seek to appeal to the consumer fixation on lower prices and bargains while maintaining creativity and innovation in their collections. For decades it has been acceptable to spend hundreds (and thousands) of dollars for ready-to-wear pieces especially for designs in high-quality fabrics from the top fashion houses. And while some say the light at the end of the tunnel is approaching for the recession, designers and shoppers alike fear that as prices lower, so must quality.
Stefano Gabbana and Domenico Dolce continue to emphasize creativity into each of their collections, and while the Italian house didn’t exactly receive the brunt end of the decline in industry sales, they recognize the need to conform to a changing economy. In an attempt to cut prices, Dolce & Gabbana has employed alternative stitching techniques to reduce manufacturing costs as well as incorporating fewer fabrics in their selection. According to an interview with Dolce & Gabbana, a pair of five-pocket jeans for spring will sell for $450 (for spring 2009 they cost $695); a dress will cost $1,469, down for $2,295; a leather bomber jacket will be priced at $1,499, compared with $2,296, and a stretch silk tulle corset dress will go to $3,589 from last year’s $5,200. The result: it is possible to incorporate lower-cost methods while maintaining high-impact fashion.
Even with significant price cuts, paying thousands for a dress is still too high for the vast majority of shoppers. To adjust to the needs of the economy, high-end designers are pairing with retail companies to make lines that appeal to all budgets. After winning the top design award at this year’s CFDA, Laura and Kate Mulleavy of Rodarte will collaborate with Target to create a mix of feminine and modern pieces. According to a Target spokesperson, they will incorporate “a rich mix of patterns and fabrications and everything from sequins and bows to faux fur”. The collection, kicking off December 22, will run from $9.99 for some knee-highs to $79.99 for a leopard print jacket. Meow!
The launch of online sample sales has caught the eye of shoppers from coast to coast. Online websites like Gilt Groupe, Beyond the Rack, Ideeli, and Rue La La hold daily sales each week with clothing from high-end designers like Badgley Mischka and Valentino to contemporary Splendid and Alice & Olivia. Now shoppers can virtually duke it out for clothing and accessories from top designers as opposed to shoving elbows between racks. Sounds appealing to even the savviest of shoppers!
-Lauren Alfaro
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