A trickle down theory within fashion, is considered to be a movement of fashion trends from influencers or designers in the public. It generally will start with high exclusivity, meaning luxury design labels will stock the product and the product made, will generally go to celebrities first to endorse this product. Next is those who associate themselves with the brand, early adopters. Basically the target market for the specific product. Then magazine and newspaper readers, including independent shops will get the first copy. Then will be the middle market meaning the goods will be available on the high street, duplicates will be available and then it finally trickles down to the general public, the goods being widely available.
For example, jumping straight into it, a Louis Vuitton bag is a luxury item, it’s an expense that many of us aren’t able to afford and company’s know this. The designs are quite iconic and if you were to glance at them in the street, you would (most likely) immediately know the brand. A product released will be exclusive to the store itself and celebrities will be often gifted with items from the brand to promote the release. Then consumers that buy from the brand will be available to buy the product, eventually trickling down to magazine and newspaper readers consuming the product to then the high street stores creating duplicates for buyers.
Primark is a very well known high street brand. It is also known for it’s Motto, “Look good pay less”. Going into the store, I have seen multiple items that have been dupes for expensive items from lucky brands. Not all exact replicas, but you still get an expensive feel to it, being a similar, style, pattern and design.
The high street store have often done a replicated item that looks very similar to, Gucci bags and belts, Louis Vuitton bags and Vans shoes. The way it has trickled down from the high end luxury line to the high street is a process that happens quickly and it a great way for everyone to feel included no matter their budget. Although good for consumers, luxury brands may struggle as high street stores having these duplicated and similar products may encourage customers to buy the cheaper alternative rather than the original product. On the contrary to this, customers of these luxury brands, considering if they are buying from the expensive company already, will more than likely have the money to do so, so will continue to buy from the brand anyway. Therefor cheaper alternatives being produced, will more than likely not effects the brand due to their consumers continuing to buy the more expensive option regardless.
Amelia's Fashion Blog 