By fashion one generally mean the process that identifies certain design, products or social behaviors as "in" for a limited period and which replaces them with regularity by new design, new products and new forms of social behavior. If the consumption of a fashionable item is removed from its specific social context then changes in fashion do not entail any improvement in product quality. Fashion is merely a product of social demands. Fashion pipeline that is in the industry and the market for clothing and accessories, the most important segmentation criteria usually combines price levels, degree of creativity/innovation and exclusivity of the brand image. Each segment originating from this approach identifies a business model with well defined key success factors: the ready-to-wear/designer segment, the diffusion segment, the bridge segment, the mass-market segment.
Ready-to-wear represents the top end of the market with very high prices (over three to five times the average price) and high quality manufacturing. Ready to wear is a niche segment defined by historical couturiers and tailors originating from couture (Chanel, Valentino Boutique, Ungaro Parallele, Versace couture, Ferre) and by the first lines of designers (stilisti) who became successful in the 90's and do not originate from couture (Dolce & Gabbana, Prada, Gucci Calvin Klein).
Diffusion is a segment defined by the second lines of designers in its highest part (Armani collezioni, Ferre studio, Valentino Roma, Ungaro coll.), from industrial brands perceived as designer brand (Strenesse, Max Mara) and lines of new designer. .
Bridge represents the medium-high level of the market between ready to wear and the mass market.
Mass market represents by far the biggest part of the clothing market world-wide, with a share of the total market value above 80%. Competition takes place among global companies and is very tough; low price and control over distribution are key success factors for competing.
