The designer clothes marketplace is interesting. Over the last decade we have seen the growth of cheaper ways to access designer brands (beyond the Asian counterfeit goods so prevalent in the ’80s):

• the growth of factory outlets and Designer Villages
• the rise of shops like TK Maxx and HomeSense (taking the idea of the seconds/last season’s sale to a new level)
• E-bay reselling of unwanted items.

Has this mass marketing damaged the boutiques on Bond Street?  No, not at all.  It has increased the allure of the pinnacle.  It has popularised the offer and communicated the potential.  There is a clearer pecking order – and the value of the top rung remains.

It is not a zero sum game. 

In your business, where may service innovation at the cheaper or more accessible end harness your value?

Tags: brand, fashion, innovation, service