A common question that comes up with clients, friends, family and even as I am trawling the internet in general is “What is the difference between high street fashion brands and designer fashion brands”.
There seems to be a wide lack of clarity of what you are paying for when you hand over the extra cash and whether or not it is truely worthwhile.
The answer to this question is that of course there are differences in quality, design , workmanship and technology to be considered, but ultimately it comes down to what you consider to be a priority when you are shopping and most importantly what can you comfortably afford without sending yourself into financial distress.
I am going to explain the differences from my point of view between High Street and High End, but I will take it one step further by further classifying Premium High Street, and Australian Designer as I believe these can be a more accessible place to start if you are looking to elevate your wardrobe without spending four figures on one item.
Discount Department Store (DDS)
At the most accessible level of the market we have Discount Department Stores such as Kmart, Target, Walmart and Primark.
These brands cater for the mass market and produce large quantities of clothing at rock bottom prices,’.
Due to the low prices, the quality isn’t always a top priority for these brands and as such the wash and wear may not be 100% up to scratch.
While these brands are certainly inspired by the most commercial trends available, they do have to play down the trends to make them commercial for the mass market, so often the fashionability is sacrificed for functionality.
While there are certainly times where nuggets of gold are to be found, its often in more basic everyday pieces and can take some patience in pursuing the hunt.
High Street
The high street is a British term which encompasses affordable chain stores and often fast fashion retailers.
Retailers which fall under this umbrella are Topshop, Zara and H&M of course, but locally think Cotton On, Sportsgirl, Bardot, Decjuba. If you are based in the States you might be familiar with Forever 21, Express, Urban Outfitters and similar.
These are retailers who can turn out a trend for a fraction of the price. Sometimes the quality is amazing for the price and sometimes it isn’t.
I personally love shopping the high street for trend led items or jersey basics such as white tees and the like.
At the end of the day, these brands need to get their items into a low price point, so it is always important to assess the quality of the item and make the call on whether this piece will be something can can wash and wear over a period of time.
Premium High Street
Premium High Street brands are identified as chain store brands which are at a higher price point. The quality is often better than their high street sisters as they have a lot more room in their margins to explore fabric and design details that high street brands simply cannot afford.
This is the level of the market where you might start to see 100% silk, and leather pieces in the mix and can often be a great place to purchase more investment pieces in, if you are on a tight budget.
Brands such as Country Road, All Saints, & Other Stories, Witchery, Karen Millen and Reiss all fall into this category and I love shopping these brands for pieces with longevity and interesting details.
Australian Designer
I thought this deserved a category on its own, as it really is an area that is quite unique to Australia (but these brands can be purchased internationally also).
Australian designers are known for beautiful quality and design aesthetic you expect from a design focussed label, but the price points pitch around the premium high street or slightly higher mark making them an affordable choice for fashion lovers.
Labels such as Bec and Bridge, Aje, Shona Joy and Alice McCall retail approximately $300-$500 for a dress which is comparative to brands such as Country Road or Revolve own labels.
Even higher premium priced labels such as Zimmermann has a large portion of their range priced below $800, giving them access to two different levels of the market.
I love investing in Australian Designer, not just to support local and small, but to access that premium designer aesthetic without spending over $1000 on one piece.
High End International Labels
High end labels vary in price from high hundreds to most commonly the thousands.
Like Australian Designer, these labels focus on design aesthetic, premium quality and perfect fit.
They can often serve as inspiration to high street and premium high street labels when certain micro trends go viral such as the Khaite knitted twin sets that are trending at the moment.
They can also define an entire aesthetic that is widely emulated for a few seasons- think Balmain ten years ago, Gucci five years ago, and Bottega Veneta right now. This phenomenon creates even more demand for the label and generates a cult like following.
Super Brands
Think the ultimate in luxury. Super brands are brands such as Dior, Chanel and Hermes that are near untouchable for most people.
Ready to Wear is in the multiple thousands due to their ultra premium design elements and fabrications, and often the most accessible way to buying into once of these exclusive brands is through shoes and bags which are widely viewed as status symbols.
Super brands are granted enormous budgets to set trends and the seasonal design aesthetic which trickles down into the mass market.
They are often looked to as fashion art through their eye wateringly expensive and intricate couture creations, and serve as inspiration to other designers and the industry at large and are set at the pinnacle of the fashion pyramid.
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As a seasoned fashion enthusiast with a keen eye for detail and a deep understanding of the fashion industry, I've navigated the intricate landscape of high street and designer fashion brands, delving into the nuances of quality, design, workmanship, and technology. My firsthand experience in analyzing trends, exploring different market segments, and carefully examining the fabrics and craftsmanship of various brands positions me as a reliable source on this topic.
Now, let's dive into the concepts discussed in the article:
1. Discount Department Store (DDS):
- These stores, such as Kmart, Target, Walmart, and Primark, cater to the mass market with rock-bottom prices.
- Quality may not be a top priority, and fashionability is often sacrificed for functionality.
- While inspired by commercial trends, the pursuit of hidden gems may require patience.
2. High Street:
- Encompassing affordable chain stores and fast fashion retailers like Topshop, Zara, H&M, Cotton On, Sportsgirl, and Bardot.
- High street brands offer trend-led items at a fraction of the price, with varying quality.
- It's essential to assess the quality of items and determine their durability over time.
3. Premium High Street:
- This category includes chain store brands at a higher price point, allowing for better quality and design details.
- Brands like Country Road, All Saints, & Other Stories, Witchery, Karen Millen, and Reiss fall into this segment.
- Offers investment pieces with more refined fabrics such as silk and leather.
4. Australian Designer:
- Unique to Australia, these designers offer quality and design aesthetic at a price point comparable to premium high street brands.
- Labels like Bec and Bridge, Aje, Shona Joy, and Alice McCall retail around $300-$500, making them an affordable choice for fashion lovers.
5. High-End International Labels:
- Brands in this category vary in price from high hundreds to thousands, focusing on design aesthetic, premium quality, and perfect fit.
- Serve as inspiration to other segments of the market, influencing trends and creating a cult-like following.
6. Super Brands:
- Ultimate luxury brands like Dior, Chanel, and Hermes that are often unattainable for most people.
- Ready to Wear items can be priced in the multiple thousands, with accessories like shoes and bags considered status symbols.
- These brands set trends and design aesthetics that trickle down into the mass market, influencing the industry at large.
By understanding these distinctions, consumers can make informed choices based on their priorities, budget, and fashion preferences, ensuring a satisfying shopping experience that aligns with their values and style.
