'WITH THE LOW END'
AND THE MAIN STREET
BY MIKE KAGEE
THE DEMOCRATIZATION OF FASHION
The European and African fashion scene over the last few
years have more upmarket brands chasing mass consumers.
It is evident that more and more famous and powerful chain
stores are becoming more and more fashion forward and
trendy and have all hired designers who have worked for
Calvin Klein and Marc Jacobs to name but a few.
In November 2004 H&M the Swedish purveyor of
fashionable Gap for instance approved Domenico de Sol
the former CEO of Gucci to it's board of directors, they also
launched a moderately priced collection by the world famous
Chanel designer Karl Lagerfeld. This partnership was
advertised via giant posters and a two-minute commercial,
by the end of the day the Karl Lagerfeld collection for H&M
was sold out at it's seven Manhatten stores and also
throughout it's flagship stores in cities like London, Milan
Stockholm, Munich even Chanel's home base of Paris.
It was the confirmation of Haute Couture and the main
street. More and more people are mixing it up when
shopping for clothes and accessories and buying top end
brands like a Louis Vuitton handbag slinging it over a
bargain priced jacket bought from on trend inexpensive
When covering the democratization of fashion you must not
escape the power of the fashion giants of the high street.
By Mike Kagee
Mike Kagee For World Fashion Trends
Understanding the importance of creativity
in the fashion and business world
also to promote a synergy of brands
between Africa and the rest of the world