The fashion pyramid is a complex pyramid which loosely ranks the order in which we value brands and items of clothing, ranging from the mass market items at the bottom, most widely worn by us regular consumers, to the haute couture items at the very top, often worn exclusively by the super-rich celebrities and trend setters.
In this article, we’ll be helping you understand what this pyramid means for consumers, explain its significance and where certain brands fall. Whether you prefer comfortable women’s Skechers shoes or high-heels that’ll cost you an arm and a leg, this guide should tell you everything you need to know about the fashion pyramid.
Mass Market
Sitting at the bottom of the fashion pyramid is the mass market classification, made up of brands that are most commonly accessible to regular people like you and me. These clothes are affordable, and while they aren’t always of the highest quality, they serve a purpose and can often look great, even if they aren’t highly desirable.
Which brands are Mass Market?
Brands that sit here sell items that are easy to obtain, even though they might vary in price. Even though many of the high street brands increasingly market themselves as higher-end, they actually land within this section because their items aren’t exclusive and can be bought from almost any of their stores.
Bridge / Premium
Next up is the bridge (or premium) classification, consisting of brands that are still available to the masses but are more closely aligned to luxury brands. These items aren’t necessarily harder to obtain but are sold at higher price points and often market themselves using well-known celebrities and models.
Which brands are Bridge / Premium?
Most people will own an item that falls within this section, though it’s unlikely their entire wardrobe will be made up of these items as they don’t come cheap. For reference, brands such as Calvin Klein, Hugo Boss, and Diesel would be classed as bridge or premium brands for some of the reasons stated above.
Diffusion / Accessible Luxury
Sitting halfway up the fashion pyramid are the items that are sitting towards the higher end of the price ladder but are still affordable to many, though you’ll almost definitely think twice before committing to the purchase. The items that sit there may be something you would buy for a special occasion and only have one in your wardrobe.
Which brands are Diffusion / Accessible Luxury?
Stella McCartney, Ralph Lauren, and Michael Kors all fit in here, offering consumers an opportunity to have a slice of the pie for themselves whilst also pricing out some of us who are less financially affluent. These pieces are often statement pieces that are usually paired with other items that are lower down on the fashion pyramid.
Aspirational / Ready to Wear
As we approach the upper end of the fashion pyramid, we begin to see a sizable increase in price and exclusivity, with many items being unattainable to the general public, both when it comes to how much they cost and how hard they can be to find. These items are seldom bought but are highly desired by fashion fans.
Which brands are Aspirational / Ready to Wear?
These items are often sold out online and only released in smaller quantities, fuelling the growing resale market that we’ve seen explode in recent years. Brands such as Louis Vuitton, Prada, and Gucci are often seen as aspirational brands, and if you manage to buy a rare piece at retail price, you can often sell it for much more online.
Haute Couture
We’re there, at the very top of the fashion pyramid, at a spot occupied by only a small selection of brands that are almost exclusively worn by those at the peak of society. These items are as expensive as they came and on some occasions, the pieces you see worn online and at fashion shows aren’t even available for retail.
Which brands are Haute Couture?
These items are exclusive and priced accordingly, costing far more than most of us could hope to earn in a solitary month. These items are luxurious and are often deeply rooted in the world of fashion, going back years. Brands considered haute couture include the likes of Hermés, Chanel, and Versace. They’re unrivalled when it comes to luxury.
What does any of this mean?
In short, the fashion pyramid means little to the everyday consumer, serving only as a way for fashionistas to make a snap assessment of the market in order to assign prestige or value. Price or social position doesn’t make a brand better or higher quality and so you shouldn’t let this cloud your judgement.
