Assignment: 7

TYPES OF MERCHANDISE

RAMEEN ANJUM 181040030

ANUM HAMEED 181040086
MAHNUM ANEES 181040035
RABIA SARWAR 181040053
HAUTE COUTURE:
The term Haute Couture originally translates to “high sewing” and
relates to the extreme attention to detail sewn within a garment and
reserved only for truly one-of-a-kind pieces. The name originates
from french, couture meaning dress making and Haute as high in
French. An haute couture garment is always made for an individual
client, tailored specifically for the wearer’s measurements and body
stance. One of the brands that is recognised for its haute couture is
Valentino.

It is an Italian luxury fashion house founded by Valentino Garavani. It

is known for its garments is the trademark Valentino Red and the
style of it’s designs described as jet-set chic. Following is a glimpse of
Valentino Spring/Summer 2021 haute couture collection.
READY TO WEAR:
Ready to Wear, or what the French call prêt-à-porter, are pieces of
high-end garments that are available to purchase at store front
boutiques, high-end department stores and online boutiques. One of
the many brands that have ready to wear products is Fendi. It is an

Italian luxury fashion house producing fur, ready-to-wear, leather

goods, shoes, fragrances, eyewear, timepieces and accessories.
Founded in Rome in 1925, Fendi is known for its fur and fur
accessories, and for its leather goods. Following are some snippets
from the Fendi Fall 2021 ready to wear collection.

DESIGNER GARMENT:
Garment design is an integration of all the design elements, including
colour, texture, space, lines, pattern silhouette, shape, proportion,
balance, emphasis or focal point, rhythm and harmony. Each of these
contributes towards the visual perception and psychological comfort
of the garment. A designer garment is expensive luxury clothing
considered to be high quality for the general public, made by or
carrying the label of, a well-known fashion designer. Elan is one of
the brands that produce designer garments.

ÉLAN is synonymous with elegance, opulence and luxury. Established

in 2006, the fashion powerhouse earned early success because of its
intricately detailed and luxurious evening and bridal wear and
tastefully body-conscious silhouettes. The brand is indispensable for
those who will settle for nothing less than international standards of
quality and stitching detail in their eastern wear.The design team
labours over every detail of their creations, employing intricate
hand-stitching as well as other classic and modern techniques.The
brand has an eye on international fashion and its heart in real,
accessible clothes that not only look beautiful, but also make the
wearer feel confident and radiant. The following are some of the
designer garments from Elan.
SIGNATURE COLLECTION:
A "signature collection/line" is the best of the best that the company
has to offer. It’s something that the founder of the company/the
main artisan, etc. would put his signature on. One of the many
brands that offer their signature collections include Charizma.

The journey of this brand started in 2012. “House of Charizma” and

was conceived as an embroidery-powered brand that could blend
glamour and comfort in the eastern wear along with artful quality
embroideries.
DESIGNER LINE:
It is a collaboration of a strategic alliance between a retail/ designer
brand and a manufacturer brand. This curates a unique and specific
product or service with an intention to carve a niche and attain a
competitive advantage at the marketplace. One of the examples of
such collaboration is Air Dior.

Air Dior: The Capsule Collection

For the Men’s Fall 2020 Runway show in Miami, Dior and Kim Jones
partnered with Jordan Brand to unveil the limited-edition Air Jordan
1 High OG Dior sneaker. A collection of ready-to-wear and
accessories completes the collaboration, and a low version of the Air
Jordan 1 OG Dior rounds out the range.
DIFFUSION LINE:
A diffusion line that is also referred as a bridge line is a secondary
line of merchandise. It is created by a high-end fashion designer and
retails at lower prices. Diffusion line enables an increase in sales
volumes as their products become available to a wider audience at
the lower price point. The designer can provide luxury and have the
leverage of the desirability of their premium ranges and also provide
with an affordable brand for the mass audience. The category is so
strong, in fact, that many luxury designers have created second
lower-price lines in order to expand their fan base. Marc Jacobs has
his Marc for Marc Jacobs line, which is hundreds, if not, thousands of
dollars cheaper than his signature collection.

It was introduced in 2001 by Marc Jacobs. Following are some

snippets from Fall 2015 ready to wear collection of Marc by Marc
Jacobs.
CONTEMPORARY LINE:
Contemporary apparel is clothing that is accessible to almost
everyone in terms of price and the way people wear it.
Contemporary line falls below luxury and it’s price range is also
relatively lower. There is a great deal of designers that consider
themselves contemporary brands, and more are entering the
marketplace every year. It is a segment that features secondary,
lower priced lines by luxury designers using lower priced fabrics.
Chinyere is one of these brands.

It specialises in an exclusive collection of casual, semi-formals,

formals and unstitched. Where it caters luxury in its formals with a
higher price range, it also falls into contemporary with lower prices in
unstitched fabrics.
BUDGET LINE:
As the name suggests it refers to brands that fall into low priced
categories and are light on the pockets. Consumers tens to be
attracted as they consider mass market and provide affordable
products.
Imtiaz Super Market is included in the budget line.

It is commonly known as Imtiaz. This is a supermarket operator that

operates a chain of supermarkets across Pakistan. It provides almost
every product that one needs. From electronics to makeup, clothing,
shoes, accessories and groceries too.
THANK YOU