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Couture: the rich keep on buying

Written by Daniel P Dykes

If you doubted that Marks and Spencer's fashion sales downturn wasn't the strongest sign that lower and middle market sales will fall away, while upper market sales will increase due to the current economic climate, then see if this makes it any clearer.

Despite economic crisis, despite the general decrease in like-for-like fashion sales, couture sales have remained unaffected. In fact, it's done the opposite.

"What is most important is that haute couture is the ultimate luxury. It's about design, exclusivity, custom-made refinement, and the most exclusive and unique service," said Bruno Pavlovsky, president of the fashion division at Chanel, which saw couture sales rise more than 20 percent last year.

He also noted that the fashion house's January collection, which had models strolling out of a giant Chanel jacket erected in the Grand Palais, was one of its most successful to date.

While the numbers in couture are small, in terms of clients and the production output, Pavlovsky sensed the comeback of sizeable orders. "The last one was eight dresses in one shot," he said.

"The demand for very, very high-end products continues to be very strong," agreed Sidney Toledano, president of Christian Dior, citing an increase in couture sales of more than 35 percent last year and a "strong double-digit" growth so far this year. "Very rich people are not suffering from the crisis. The workshops have been very busy," he said.

Written: 8th July 2008 at 18.00

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