Diving into maxi dresses, Retviews’ data reveal different pricing structures on the luxury market. Gucci’s dresses hold both the highest maximum and average prices, standing at 9 800€ and 3602€, respectively. The Row stands close behind with a maximum price of 8 540€, however having a larger price spread, with a minimum price of 830€, compared to Gucci’s 1 600€. Retviews’ data indicate that when looking at maxi dresses, luxury brands are opting for more muted colorways and are refraining from using logos and busy patterns. This exhibition of elevated basics, combined with high price points could further be pushing the exclusivity that luxury represents, moving further away from the accessible luxury consumer.
Subtlety taking over
In both apparel and leather goods, fashion brands are catering to the higher-income consumer and in turn, steering away from loud luxury, to make room for a more low-key approach. Even characteristically maximalist brands like Gucci are making the switch, as Alessandro Michele exited the company, and a more minimalist approach is expected in Sabato De Sarno’s inaugural collection next month. What will this mean for the luxury sector? Will brands shift towards a muted approach in the long run, with a higher price tag, and will brands like Proenza Schouler, Peter Do and Totême become the mainstream brands to watch when developing a timeless collection?
Getting the right price positioning and optimizing your collection’s sell-through rate are key, thus making effective benchmarking crucial. Keeping track of your competitors and the market’s leading brands has never been smoother, thanks to AI. Retviews, the automated benchmarking platform for fashion has proven to be the best ally for leading brands today, helping them keep track of pricing and stay on top of industry shifts, in real-time. As AI is becoming an essential component of a successful brand strategy, make sure your own brand stays ahead of market trends, with the help of Retviews. Find out how automated competitive intelligence can help you here.