How do you play the retail game to be fabulous without breaking the bank?

A. MASSTIGE –Learn the word, you’ll be happy you did.

6 October 2010

Lanvin and H&MAccording to Wikipedia, Masstige is a marketing term meaning downward brand extension or “prestige for the masses”.  These products are “premium but attainable” or otherwise called democracy in luxury.

There seems to be an increasing trend among premium designers to use their names and talent to create short or long lived affordable lines. From Jil Sander, Karl Lagerfeld, Vera Wang, Stella McCartney’s to more recently Lanvin; they have all dibbled into the lower markets. WWD quotes Jil Sander, “I took part in the transformation of fashion from a couture craft into a contemporary industry. We are much better equipped to realize quality on a much larger scale.” Recently, she has been quoted as saying, “To me, luxury has nothing to do with high prices”. So, now you have it. You don’t need to break the bank to be elegant. Designers say it, and consumers couldn’t agree more.  Where do you find all these affordable brands? From Kohl, that successfully carries Simply Vera; to H&M, Target and regular department stores; everybody seems to have them. What’s the best way to play the Masstige game and win? Learn your brands. Product knowledge is important – not just for vendors, but also for consumers.  Once you find the designers you love, check out if they have a better priced line and make these items the backbone of your wardrobe.

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Posted by Mirela Gluck at 08:24 AM
APPAREL , bargain news , Retail Scoop , STYLE/BEAUTY , Women's Clothing |

1 Comment

  1. mirelagluck
    October 6, 2010 @ 8:35 am

    and this is from the H&M site: H&M is proud to announce that its next designer collaboration will be with Lanvin, one of the most influential brands of the 21st century. Designed by Lanvin’s artistic director Alber Elbaz, and menswear designer Lucas Ossendrijver, the collection will go on sale on November 23 in around 200 H&M stores worldwide. The collection of both womenswear and menswear will be revealed to the world on November 2, just three weeks before the clothes hit the store, making the launch of Lanvin for H&M among the most anticipated fashion events of the year.


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