When you want to buy beautiful, high-quality clothing, the name White House Black Market gets thrown around a lot. WHBM has a reputation for sophisticated monochrome fashions and sleek style so it’s really no surprise they hold a special place in the heart of so many women. But a question remains for fashion fans and brand loyalists: is White House Black Market a luxury brand?
This post goes into a deep dive on WHBM’s history, target market, pricing, and how the industry views them to help answer this question. By the time we’re all done, you might have a slightly better understanding of how WHBM fits within the fashion world and if so, whether it’s truly reflective of the hallmarks of luxury.
White House Black Market at a Glance
About White House Black Market White House Black Market began in 1985 as a single, tiny neighborhood boutique in Baltimore, Maryland, exclusively offering white and black dresses and clothing.
When it was first opened as a boutique under the name “The White House,” the company papered the walls and furniture with newspaper so that white never clashed with the stock, hence the name “White House | Black Market was born
The brand House Black Market developed as an independent boutique by The White House based on the concept of a wedding brand mixed with Black Market with how they came to be.
Owned by Chico’s FAS, and Chico’s FAS directly owns 367 stores. WHBM has over 300 stores in operation in the United States and an online store. The collection is known for creative, clean, and polished looks for modern women who are looking for classic fashion with modern accents. WHBM caters to professional women who appreciate fashion and versatility with a collection of workwear, cocktail and casual dresses, and accessories.
What Defines a Luxury Brand?
Before evaluating WHBM’s status, it’s important to understand what defines a luxury brand. Luxury brands are typically distinguished by:
- Superior craftsmanship and the use of premium materials
- Exclusivity, with limited production runs or availability
- Brand heritage and prestige
- High price points that reflect rarity and exceptional quality
Now, let’s analyze where WHBM stands within these parameters.
How is WHBM Perceived by Customers and Experts?
White House Black Market has earned a reputation for accessible sophistication among its loyal customer base. Reviews from shoppers often laud the brand for its tailored cuts, work-appropriate options, and elevated designs. The brand caters largely to women seeking stylish wardrobe staples that don’t break the bank.
Industry experts describe WHBM as a mid-to-high-tier retailer, commonly labeled as affordable luxury or “bridge” fashion. Bridge fashion occupies the middle ground between fast fashion and high-end designer brands, offering better quality and design without reaching ultra-premium pricing.
Notably, WHBM’s presence in upscale malls and its targeted advertising campaigns bolster its association with elegance and refinement. While the brand exudes an aura of sophistication, it doesn’t quite reach the aspirational prestige of traditional luxury powerhouses like Chanel, Gucci, or Hermès.
Quality and Materials
One question often debated is whether WHBM garments uphold the quality standards associated with luxury brands. WHBM emphasizes expert craftsmanship, paying attention to detail in tailoring and finishing. Their clothes are made with durable fabrics like ponte knit, silk, and satin blends designed to feel elevated yet wearable.
While WHBM garments generally offer better longevity, they don’t quite achieve the artisanal level of luxury brands known for using rare fabrics or handmade techniques. Unlike traditional luxury brands producing leather goods or couture pieces, WHBM garments are mass-manufactured, albeit to a high standard.
For most shoppers, WHBM delivers a reasonable balance of quality and affordability. However, when compared to luxury labels that hand-stitch garments or source exotic materials, WHBM falls more into the premium high-street category.
Pricing Strategy
Luxury brands are typically associated with steep price points that reflect exceptional quality and rarity. WHBM, in contrast, offers accessible pricing. A dress at WHBM might range from $150–$250, while similar items from a luxury label might start at $1,000 or more.
WHBM does employ some pricing strategies to maintain an elevated appeal, such as seasonal sales that are less frequent and less drastic than those seen at fast-fashion retailers. Additionally, WHBM’s loyalty programs and frequent promotions make it easier for customers to enjoy their products without splurging.
That said, the affordability factor is one of WHBM’s strengths. It enables shoppers to incorporate elegance into their wardrobes without the typical luxury price tag, catering to middle-income professionals or budget-conscious fashion lovers.
WHBM’s Brand Positioning in the Fashion Market
Luxury is all about positioning when it comes to whether or not a brand qualifies as one. That position is often beyond the physical attributes of a product, and this is largely down to the brand: the messaging around it, how exclusive it is and how it is positioned in market.
WHBM bills itself as “affordable luxury” or “attainable elegance.” The brand focuses on classic stylings that appeal to women who want to look chic, ‘travelling’ to the office, carrying onto evening. Though WHBM shares some of luxury’s style ethos, it is a mass-market brand with a much lower price point than true luxury brands. WHBM skews more toward accessibility and inclusiveness and less toward exclusivity and scarcity, making it closer to a player like Banana Republic or Club Monaco than to Louis Vuitton or Burberry.
Verdict: Is WHBM a Luxury Brand?
White House Black Market is not really a “luxury” brand in the traditional sense. With its quality build and stylish designs, it feels more like a luxury with a discount, or a premium high-street brand. Its clothing is priced within reach, serving as a bridge between fast fashion and proper luxury and offering polished elegance for people who want to look like a million bucks without spending it.
Its individual style, quality and innovation in our product offer is the foundation of the brand’s uniqueness. It’s not going to pleasure devotees of haute couture, but it does serve up well-cut wardrobe staples that feel sumptuous without costing the earth.
For anyone in search of an ageless look with a straightforward functionality, WHBM is a player to be reckoned with in the realm of the wearable. Is it worth shopping? Definitely. Just don’t expect the label to have the same heritage or exclusivity as those of established luxury brands.
