Perviously I have spoken about the bubble up effect within fashion and what an important role it plays within the industry. A just as important effect is the “Bubble up effect”, which I will be speaking about today.
In a nutshell, the bubble up effect is essentially a fashion “trend” that starts lower down the chain, starting with economy brands ending up in “Haute Couture”. It is almost a reverse of the trickle down effect, designers taking inspiration from these economy brands and create something of a designer look with these ideas.
The brand will begin purely economy. This does not just include clothing, it could be anything from food to television shows. It then makes its way into high street stores, stocking the particular clothing.
Then moving onto diffusion lines, known as a secondary line of merchandise where “products may be on sale alongside designers’ signature line but they can also be made available at concession outlets and certain chain stores.” This means that the products that the designer is selling is separate from their signature line. Their aim is to draw in a wider range of consumers from different revenues. Selling the products in chain stores and concession outlets, but still retailing for a higher price point.For example, H&M and Moschino collaborated on a clothing line that deemed very popular and successful.
The next would be bridge brands. Bridge brands are clothing lines that are just below designer collections higher price points. They generally have the same look to designer products but will be made from fabrics and materials that are not as expensive as the higher designers. For example this may include brands such as Dolce and Gabbana and Chloe. After this would come luxury fashion meaning designer brands would start to introduce this into their collections and then finally famishing with Haute Couture, “Expensive, fashionable clothes produced by leading fashion houses.”
An example of this would be Moschino, sporting a ‘Mc Donald’s’ themes range showing it off on the catwalk in 2014. It was very on brand and themed, clearing showing of the essence of the Mc Donalds brand whilst still making it look stylish and designer. Moschino also included the Tv show Spongebob Squarepants to include in a range.
Moschino catwalk 2014 fall ‘Ready to wear collection.’
SpongeBob Squarepants 2014 Fall ‘Ready to wear collection’
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