The fashion business operates on four interconnected levels: the primary level, the secondary level, the retail level, and the auxiliary level. Each level is vital in bringing fashion products from raw materials to consumers. Understanding these levels is essential for anyone aspiring to work in or engage with the fashion industry. In this comprehensive guide, we will explore the four levels of the fashion industry: the primary level, the secondary level, the retail level, and the auxiliary level. Let's dive in!
Levels of the Fashion Industry & Brands
| Level | Description |
|---|---|
| Primary Level | Sourcing Raw Materials: Fabric sourcing, fiber processing, yarn production, fabric production, fabric finishing. |
| Secondary Level | Designing and Manufacturing: Creating line concepts, line development, line presentation, sample development, production planning, production, finishing, distribution. |
| Retail Level | Connecting with Consumers: Department stores, specialty stores, factory outlet stores, boutiques, online e-shops, TV home shopping. |
| Auxiliary Level | Supporting the Industry: Fashion media, professional and trade organizations, promotion agencies, public relations specialists, retail consultants. |
1. The Primary Level: Sourcing Raw Materials
The primary level of the fashion industry lies at the foundation, which focuses on producing and sourcing raw materials. This level is responsible for transforming natural and artificial fibers into the textiles and fabrics that form the basis of fashion products.
Fiber Processing
The primary level begins with fiber processing, where various types of fibers are prepared for textile production. Fibers can be classified into two categories: natural fibers and manufactured fibers. Natural fibers include wool, silk, cotton, flax, jute, and more. On the other hand, manufactured fibers are artificial or synthetic, such as acetate, acrylic, rayon, nylon, polyester, olefin, and spandex.
Yarn Production
Once the fibers are processed, they move on to yarn production. Yarn is the result of spinning, throwing, and texturing the fibers. It serves as the foundation for fabric production in the next stage.
Fabric Production
Fabric production involves weaving, knitting, braiding, felting, and needle punching. These techniques transform the yarn into various types of fabrics, each with its own unique characteristics and uses.
Fabric Finishing
The final step at the primary level is fabric finishing, which includes washing, bleaching, dyeing, and printing. These treatments enhance the appearance, functionality, and durability of the fabrics.
2. The Secondary Level: Designing and Manufacturing Fashion Products
Once the fabrics are ready, they move on to the secondary level of the fashion industry. This level focuses on designing and manufacturing fashion products, bringing creativity and innovation to life.
Creating the Line Concept
The journey begins with creating the line concept. Fashion designers and companies brainstorm ideas, research trends, and identify the target audience. This stage sets the overall direction for the collection. For example, Gucci's creative team, led by their head designer, might start with a concept inspired by a fusion of Renaissance art and modern street style, aiming to target luxury consumers who appreciate a blend of historical references and contemporary fashion.
Line Development
Designers start translating their concepts into tangible designs in the line development stage. They sketch, create prototypes, and experiment with different materials, colors, and silhouettes. This stage requires a keen eye for detail and a deep understanding of fashion aesthetics. For its Spring collection, a brand like Balenciaga might develop a line featuring oversized silhouettes and bold prints, experimenting with new fabric technologies to create statement pieces that reflect current trends and the brand's avant-garde aesthetic.
Line Presentation
Once the designs are finalized, the next step is to present the line to potential buyers, retailers, and the fashion industry. This involves organizing fashion shows, lookbook photoshoots, and presentations to showcase the collection's key pieces and features. Chanel is known for its elaborate runway shows, where it presents its latest line in a grand setting that complements the collection's theme, such as a recreation of a Parisian street scene or a beachside boardwalk.
Sample Development
After receiving buyer feedback and orders, the designers proceed to sample development. They create samples of the garments to be produced, ensuring the fit, quality, and overall design meet the desired standards. A company like Patagonia might develop samples for its upcoming outdoor clothing line, focusing on sustainability and functionality, ensuring each piece withstands environmental elements while adhering to eco-friendly practices.
Production Planning
With the samples approved, the production planning stage begins. Manufacturers, wholesalers, and vendors collaborate to plan the manufacturing process, including sourcing materials, setting production timelines, and ensuring efficient operations. With its fast-fashion model, Zara plans production meticulously to ensure a quick turnaround from design to store shelves. They coordinate with suppliers and factories to source materials and schedule production to meet seasonal demands efficiently.
Production
Once the production planning is complete, the actual production of the fashion products occurs. This involves cutting, sewing, and assembling the garments, paying attention to every detail to achieve the desired quality and craftsmanship. For example, Levi's might oversee the production of its denim jeans, ensuring that each pair is constructed with precision, from the cutting of the denim to the stitching of the seams, maintaining the brand's reputation for durable and quality denimwear.
Finishing
After the garments are produced, they go through the finishing stage. This includes ironing, steaming, attaching labels and tags, and performing quality control checks to ensure the products meet the required standards. For example, Burberry could implement a finishing process for its iconic trench coats, including waterproofing treatments, signature check-patterned linings, and final touches like embossed buttons and leather buckles.
Distribution
The final step at the secondary level is distribution. The finished fashion products are shipped and delivered to retailers, making them available to consumers through various channels, such as brick-and-mortar stores, e-commerce platforms, and boutique shops. For example, Adidas distributes its newly manufactured sneakers to various outlets worldwide, including flagship stores, third-party retailers, and online platforms, ensuring that its latest footwear is accessible to a global customer base.
3. The Retail Level: Connecting Fashion with Consumers
The fashion products reach consumers at the retail level of the fashion industry. It encompasses all types of retailers, from department stores and specialty stores to factory outlet stores, boutiques, online e-shops, and TV home shopping.
Department Stores
Department stores like Saks Fifth Avenue, Macy's, and Nordstrom offer various fashion products across different categories and price points. They serve as one-stop destinations for consumers looking for various brands and styles.
Specialty Stores
Specialty stores focus on specific fashion categories or target niche markets. They offer curated collections and personalized shopping experiences. Foot Locker is a specialty store focusing on athletic footwear and sportswear, providing customers with the latest sneakers and performance gear from top sports brands. Examples include stores specializing in footwear, accessories, swimwear, or sustainable and ethical fashion.
Factory Outlet Stores
Factory outlet stores provide consumers with discounted fashion products from various brands. These stores offer a chance to purchase designer and high-quality items at more affordable prices. For example, the NIKE Factory Store is a factory outlet where shoppers can find discounted Nike merchandise, including shoes, clothing, and accessories from previous seasons or overstocked items.
Boutiques
Boutiques are small-scale retail stores that often carry unique, independent, or local fashion brands. They provide a personalized and intimate shopping experience, catering to customers seeking exclusivity and individuality. For example, Reformation is a boutique known for its sustainable women's clothing and accessories, offering stylish and eco-friendly pieces that appeal to environmentally-conscious consumers.
Online E-shops
The rise of e-commerce has revolutionized the retail level of the fashion industry. Online e-shops, such as Zara and H&M, allow consumers to browse and purchase fashion products from the comfort of their homes, offering convenience and accessibility. For example, ASOS is an online e-shop that features a wide range of fashion brands and its own label, delivering trendy clothing and accessories to a global audience through its user-friendly website.
TV Home Shopping
TV home shopping channels showcase and sell fashion products through live broadcasts. Consumers can watch demonstrations, hear product descriptions, and purchase via phone or online platforms. For example, QVC is a well-known TV home shopping network that presents a variety of fashion items, from designer apparel to jewelry, allowing viewers to purchase products in real time during the broadcast.
4. The Auxiliary Level: Supporting the Fashion Industry
The auxiliary level of the fashion industry plays a crucial role in supporting all other levels. It consists of various entities and professionals that assist fashion businesses in delivering fashion messages, promoting brands, and ensuring the smooth operation of the industry.
Fashion Media
Fashion media, including magazines, websites, blogs, and social media platforms, play a vital role in disseminating fashion-related information, trends, and news. They provide designers, brands, and influencers a platform to showcase their work and connect with consumers. For example, Vogue is an iconic fashion media outlet that offers a blend of high fashion, beauty tips, and cultural insights, influencing trends and shaping public perceptions of the fashion industry.
Professional and Trade Organizations
Professional and trade organizations, such as the Council of Fashion Designers of America (CFDA) and the International Textile Manufacturers Federation (ITMF), bring industry professionals together, fostering collaboration, knowledge sharing, and advocacy for the fashion industry's interests. For example, The British Fashion Council (BFC) supports the growth of the British fashion industry by organizing London Fashion Week, nurturing emerging talent, and advocating for sustainable practices within the sector.
Promotion Agencies
Promotion agencies specialize in marketing and advertising campaigns for fashion brands. They help create brand awareness, develop promotional strategies, and execute campaigns across different channels, including print, digital, and experiential marketing.
Public Relations Specialists
Public relations specialists work closely with fashion brands and designers to manage their public image, handle media relations, and generate positive publicity. They play a crucial role in building and maintaining a brand's reputation and fostering relationships with influencers and media outlets.
Retail Consultants
Retail consultants provide expert advice and guidance to fashion businesses, helping them navigate market trends, optimize operations, and make strategic decisions. They offer insights on consumer behavior, brand positioning, and market research, contributing to the overall success of fashion companies.
Conclusion
Whether you're a designer, retailer, or consumer, recognizing the intricate workings of these levels adds depth and appreciation for the world of fashion. So next time you put on a stylish outfit, remember the journey it took to reach your wardrobe.
