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Fast Fashion And The Impact Of Technology

985 words - 4 pages

Report on Fast Fashion and The Impact of Technology

There are three sectors to the fashion industry: Haute Couture, Pret-a-porter and Mass Production, they all differ in how their fashion calendar or retail cycle opperates and what their customers look for. Each sector offers product to different types of people and caters to different needs and wants. Haute Couture is the high form of the art of fashion. Each garment is made to an individuals specific measurements, this makes it the most expensive fashion sector for the wearers. Haute Couture originates in France as it is the french word for sewing, and Couture is only shown twice a year in Paris. Couture is the highest quality of fashion as all finishing of hems, inside seams, linings and trims are done by hand and only the main seams are sown by machine. This attracts wealthy customers as they are the only ones who can afford it. ‘’Considering the amount of time, money, and skill that is allotted to each completed piece, haute couture garments are also described as having no price tag - in other words, budget is not relevant. Each couture piece is not made to sell. Rather, they were designed and constructed for the runway, much like an art exhibition’’(Wikipedia, 2014). This makes haute Couture a very exclusive sector of fashion, one of the reasons Charles Worth set up the first Couture House, this also led to the creation of the Chambre Syndicale de la Couture Parisienne. The Chambre Syndicale was based around The Couture House that Worth set up and it was there to regulate standards, quality of garments and make sure the practises of the couture houses were on par with the high standards and quality of Worth’s House. The Chambre Syndicale de la Couture created some very strict rules to keep up the quality of Couture and they have been most recently updated as recently as 1992. Some of the rules have been adapted because of Charles Worth, such as ‘a house must present at least 50 designs; day and evening garments to the press during the Spring/Summer and Autumn/Winter seasons’ (Chambre Syndicale de la Couture Parisienne Rule Book). The peak of Couture was in the 20th Century when the Couture designers set all the fashion standards for the whole world, this is when manufacturers around the globe mainly in USA copied the designs and mass produced them to a much poorer quality and for considerably less cost. Even though you could buy almost the same designs for a fraction of the cost for some it was not an option to even think about. ‘’Couture sells a luxury image that makes people feel that they are belonging to an elite.’’ (Pascal Morand)
The popularity and demand for Haute Couture started to decline in the 60s and 70s when the Ready to Wear sector of fashion came into full swing. Ready to wear fashion became...

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