High Street Fashion

High-street fashions move forward rapidly, with retailers and brands frequently trying to introduce new styles, to encourage customers to come back to the retailers and buy more often. High-street fashion retailers quickly take the best themes from the catwalk shows and transfer these styles into off the peg outfits. Although few young customers would want to actually buy from the designer brands, the Paris and London catwalks are a source of inspiration. These are often featured by the fashion magazines and transferred into affordable, similar outfits by the lower-priced retailers. High street retailers own brands control much of the market for young customer fashion. High-street fashion brands are considered as mass fashion. The majority of people today wear mass market fashion. Mass market fashion is first produced and then sold through retail distribution retailers, typically owned by the brand. Fashion followers wear popular high street fashion brands. What influences fashion trends becomes a principle for brands to communicate with the customers.

High-street retailers like Zara and H&M have achieved a reputation for adopting a strategy of constantly renewing their product ranges using fashion-led styles which attract media attention and attract their (mostly) young female customers into their retailers frequently. Some high street retailers are sourcing and buying weekly to bring in new fashionable items and to replenish stock.

 High Street Fashion in UK is the type of market that is carefully made to attract the customers by means of fashion and affordable price. Moreover, fashion in this level could capture the mainstream regarding its design and price strategy. High-street fashion brands target the female adolescent with fast fashion and competitive price through fashion media promotions which partly concern about an integrated brand communication plan. Demand for the high-street fashion product is expanding at a considerable rate according to fashion consumption; hence, the lead time needs to be decreased.