But in the end, does high fashion always have to equal high prices? For example, high fashion has been brought to the common man and especially woman by markdown stores like TJMaxx and mass market stores with clothing lines like Target's new Isaac Mizrahi and Mossimo. Even the corporation that holds claim to Banana Republic has two other clothing franchises, Gap, then below it, Old Navy. These tiers help bring fashion to the masses on three different economic levels. Also, Abercrombie and Fitch for "teeny boppers" will soon be joined by an upscale line along with the already existent cheaper Hollister. These three-level corporations try to make fashion affordable and cover all consumer bases.
But all the ads lead us to believe that these lower-priced fashions are not the real deal. What triggers in a consumer's mind to believe these ads and yearn for the more expensive product? It's the allure of being above the average consumer.