How Millennials have become the largest Couture's customers
A long wait for the cherished dress from haute couture a year long, numerous fittings - the values of such a haute couture would seem to run counter to what modern customers expect from the fashion industry. Tempted by couturier art, the Millennial generation introduces new traditions into the fashion of the 21st century.
Despite the fact that the old Haute Couture traditions are far from modern availability, the percentage of Millennial customers in the Haute Couture market is still increasing. The history behind every thing is important to the Millennials, and couture has plenty of it.
Unlike mass fashion, Couture clothing is sewn by individual standards and for a specific client, and should be 70% handmade. Currently, only 14 designers are allowed to call themselves couturiers, with four “corresponding members” (those not located in Paris) and 14 “guest houses”.
Millennials - people who are now between 19-35 years old, have become a driving force for the entire fashion industry. The clothes they choose should not only be practical, but also carry a message. According to the Pew Research Center, their number today is about two billion. And this means that it is precisely their desires and the peculiarity of consumer behavior that will dictate the conditions for the development of the market for tradable goods in the next 20 years.
It should be noted that the first rows of couture shows are occupied by influencers, celebrities and girls aged 19-30, from the Мiddle and Far East, as well as China and India.
However, Мillennials are not only flattered by the benefits of modern couture houses, but also strive to preserve their fashionable heritage. For example, Wendy Yu - a regular customer of haute couture houses, and founder of Yu Holdings ( investment fashion company), has not yet reached the age of 30. Wendy is a big fan of brands like Chanel, Dior, Valentino as well as Viktor & Rolf and Schiaparelli.
For her, high fashion is the privilege of working one-on-one with a designer to create something completely exclusive.
She considers all her couture purchases as investments. “After a while they will become part of fashion history,” says Wendy.