MARKETING: Criteria To Check Before Calling Yourself A Haute Couture Brand

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Hi guys,

today we are going to address a rather sensitive area. Nothing makes me loose interest faster in a brand than when I read its description self-labelling itself as a Haute Couture brand.

I know how tricky it is to find your own brand segment. But you should be careful with the Haute Couture label and here’s why.

1. Haute Couture is a highly protected and strictly regulated label

The Haute Couture label is protected by law. The label is regulated by the chambre syndicale de la haute couture. Each year, it determines which fashion houses are eligible to be true haute couture houses. Their rules state that only those companies mentioned on the list drawn up each year by a commission domiciled at the Ministry for Industry are entitled to avail themselves of the label haute couture.

Then they invite guests to showcase their designs. Those are designated as Couture houses.

So if you have not been officially granted the Haute Couture label for the ongoing year, you cannot use the Haute Couture to label your designs.

2. In practice, several criteria and signs enable to recognize a Haute Couture label

Naturally, Haute Couture is not just an empty label. There are actual features like uniqueness, rarity, exclusive quality just to name a few.

In her book called “Couture Sewing Techniques”, Claire B. Shaeffer listed a few signs that differentiate Haute Couture from for example high-end ready-to-wear.

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Photo credit: shakko – Eigenes WerkCC BY-SA 3.0

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How to position your fashion brand?

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