High-end fashion brands once came with a sky-high price tag . But now top designers are joining the ‘ 300 club ’ – so-called because their bestselling products cost around £300 . Although far from cheap , it is a price many can afford to save up for . And aspirational shoppers keen to buy into a little piece of luxury are behind a massive increase in sales of products from Michael Kors , Fendi and Ralph Lauren . Scroll down for video . Top designers are joining the ‘ 300 club ’ – so-called because their bestselling products cost around £300- to meet the demand from aspirational shoppers who want to save up to buy a luxury item- they include , clockwise , Michael by Michael Kors ' red silk dress at £265 , DKNY 's feather skirt at £305 , Mulberry 's Mini Lily cross-body bag at £350 , Tamara Mellon 's red suede court shoes at £310 and Nicolas Kirkwood 's blue metallic shoes at £305 . Fashion writer Karen Kay said : ‘ True luxury now costs five figures or more and fashion houses do very expensive pieces which target that market . What they are also aware of is the real cash cow that your average girl on the street in London or Manchester can afford – an entry level designer handbag . She gets a taste of the label at a price she can afford. ’ Miss Kay said that the £300 mark has been settled upon because it is accessible while retaining , ‘ a level of aspiration , out of the reach of the Saturday spontaneity shopper ’ . And she said that society ’ s increasing fixation on image has caused the leading fashion houses to respond . Rosie Huntington-Whiteley was spotted sporting the Dillon Bag by Michael Kors which falls into the 300 club , priced at £310 . ‘ This market is catering for the mass market , which didn ’ t happen before , ’ she said . ‘ A lot of women now think nothing of spending £300 on a pair of Christian Louboutin shoes . Ten years ago that would have been absurd for anyone to spend that much other than fashion people . It ’ s a combination of social media and celebrity and selfie culture . I just think people are so consumed by image these days and that having that bag or those shoes is a status symbol. ’ Miss Kay said handbags have replaced perfume as the key affordable item from top brands . For example , the Dillon tote by Michael Kors ’ diffusion label Michael by Michael Kors , which retails at £310 , became hugely popular after being seen on the arms of celebrities such as supermodels Rosie Huntington-Whiteley , 27 , and Miranda Kerr , 31 , and actress Freida Pinto , 30 . This white cotton and silk skirt with stripe detailing from Burberry is on sale for £250 ( left ) while the ribbed twisting sleeveless jumper from Stella McCartney is £310 . Jimmy Choo 's patent nude wedge sandals with ankle straps fall into the aspirationally affordable bracket at £325 as are these disco-styled glittery gold and leather sandals at £265 from Marc by Marc Jacobs . However , from the same designer , the more affluent can spend £13,000 on the Crocodile Duffel . In the final half of last year , Michael Kors reported a rise in revenue of nearly 30 per cent to £840million . The Sunday Times reported figures from research company Kantar , revealing that 900,000 British women aged between 25 and 35 buy luxury brands and the market is worth around £4billion a year . Miss Kay said some designers , such as Chanel , do not sell £300 products as they would not want to ‘ dilute ’ their brand . This was backed by Dawn Pedersen , editor of fashion website Trendzine , who said of the £300 club : ‘ This is at the lower end of the luxury designer spectrum . At London Fashion Week a few days ago , the fashion crowd were carrying bags by Celine , Balenciaga and Dior – all with a £1,000-plus price tag. ’ Michael Kors ' pleated metallic dress , which features a herringbone jacquard design , is just under the £300 mark at £282 while this crisp white short-sleeved shirt with large lapels from Dolce & Gabbana is on for £315 . These brown Louis Vuitton sunglasses with gold patterned arms are £315- the same price as this blue leather bralet from T by Alexander Wang .
Top designers are joining the ‘ 300 club ’ - where bestsellers cost £300 . It 's a price many aspirational shoppers keen to buy luxury can save up for . They are driving massive sales at Ralph Lauren , Fendi and Michael Kors .