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When it comes to fashion Italian designers rule the world. They are famous for their “haute” collection. They mark their head strong presence in the market with brands like Dolce and Gabbana, Prada, Gucci, Giorgio Armani, Versace and Valentino. With fine taste ability to pay attention to minutest detailing is what makes work of Italian designers so exclusive.

Couture houses (comprising of all above mentioned brands) produce ready-to-wear as well as couture pieces. Haute couture serves to preserve a high-fashion, luxurious image of the brand which fuels sales of its other collections, namely ready-to-wear, accessories and cosmetics. It is also important to note that couture includes only women’s garments. There is no such thing as haute couture menswear.

There are no clear-cut criteria for a brand to be classified as “luxury,” however one important factor is the concept of exclusivity that makes these brands costly and hence luxury. For example, around 2002 the trademark Burberry plaid was seen on everything from expensive bags and coats to cheap caps and scarves, becoming affordable to the middle and lower classes as well. Since the plaid was everywhere, it was no longer exclusive or “special,” which turned off many of its wealthy customers.

Today, in an effort to regain its exclusive status, Burberry has greatly reduced the presence of its trademark plaid. As a result, Burberry has reported record sales (over $1.5 billion for fiscal year 2007, over three times more than its sales ten years ago) and its stock price increased by 51% from 2006 to 2007.

Rich and wealthy people do not want to own something common; they want everything special and unique in their life style. Any brand that becomes more popular is not regarded as high by the wealthy clientele. Italian designers have studied this snob effect profoundly and have targeted desired customers by producing exclusive couture.

These haute couture designers flaunt their work under different names throughout a year making exclusive designs available for their wealthy clients almost always. For example every year they launch their moda autono inverno (winter fashion collection) and primavera-estate moda collezione (spring-summer fashion collection).

Italy generates somewhere around USD 1353.586 billion (2006) through its clothing and apparel industry and rules the third position after China and Hong Kong. What makes this interesting is that both China and Hong Kong export in bulks for generating such figures while Italian exports are exclusively few but all too lavish.

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