Fashion Designer Collaboration
Target’s latest design collaboration, a 250-piece collection with old school Palm Beach brand Lilly Pulitzer, doesn’t hit stores until April 19. Yet editors and fans alike have are expecting a hit. “Lilly Pulitzer seems like a safe -- but smart -- bet for Target; its visual identity is established and its customer base is fanatic,” wrote Racked’s Nicola Fumo. “I’ll be camping outside Target for the next four months....,” commented @sjwiley on an Elle magazine Instagram post.
The appeal of Lilly for Target is easy to understand. The brand is bright, cheerful and aspirational. But after more than a decade of designer collaborations behind us, what does it really need to accomplish to be considered successful?
“First off, even when they’re not successful, they’re successful,” says Marshal Cohen, chief industry analyst at the market research firm NPD Group, who has been been tracking these partnerships closely since Isaac Mizrahi hit Target in 2002. “The collaboration has little to do with the overall performance of the retailer. It’s icing on the cake.”
It’s not that mass retailers don’t want collaborations to sell out. But when it comes down to it, very few of these partnerships move enough product to affect the bottom line. Apparel and accessories made up 19 percent of Target’s overall business in 2013: that’s $13.5 billion. Target doesn’t release sales figures related for its one-off collaborations, but it was reported by the New York Times in 2008 that Isaac Mizrahi x Target, an ongoing collection, generated more than $300 million a year at its peak in the mid-2000s. That’s a good chunk of money, although still a small sliver of what Target generates in the apparel category every year.
Reference:
- http://fashionista.com/2015/01/designer-collaboration-2015
- http://www.slice.ca/fashion/photos/25-of-the-best-designer-collaborations-of-all-time/#!1f35faa6f9342fa6274bd8af56f5adc5
- https://www.businessoffashion.com/articles/tags/topics/designer-collaboration
- http://www.vogue.com/article/hm-designer-collaborations-ranked
3.1 Phillip Lim x Target
ReplyDeletePurse-lovers across the globe let out a shriek when they saw that the 3.1 Phillip Lim collection for Target would include a version of the coveted Pashli bag for the shockingly affordable price tag of $35. There were also well-priced versions of his famous silhouettes, a menswear collection and shoes.
Karl Lagerfeld x H&M
ReplyDeleteThough this collection marked the beginning and end of the collaboration between the two brands, Lagerfeld's collection for H&M was the first (and, arguably one of the best) the European retailer has put out. It sold out in one hour and included skinny jeans, flowy dresses and T-shirts with an animated portrait of the designer.
Stella McCartney x H&M
ReplyDeleteIn 2005, this English fashion designer joined forces with H&M for a collection of slouchy sweaters, silky coats and drop-waisted dresses. Supermodel and bestie, Kate Moss, starred in the ad campaigns.
Jimmy Choo x H&M
ReplyDeleteIn 2009, the shoe designer took his first foray into clothing with a capsule collection that included leather pants, high slits and suede fringe. Shoes, handbags and jewellery were also part of the collection.
http://www.vogue.com/article/new-names-know-new-york-fashion-week-collections
ReplyDeletehttp://www.vogue.com/article/fall-2016-fashion-week-best-collections-balenciaga-marc-jacobs
“FUTURE FASHION”
ReplyDeleteISSEY MIYAKE × ONLY
ONLY collaborates with the Japanese fashion designer ISSEY MIYAKE to celebrate that ONLY has established for a half year.
A new collection of modern technological style customisation options is available both online and in store.
ONLY is collaborating with Issey Miyake in the sixth month of the communication plan. They will launch a new collection of modern technological style customisation options such as Miyake style pockets options and Miyake exclusive badges and pins. Issey Miyake is known for his technology-driven designs and is one of the most innovative fashion designers.
By collaborating with him, ONLY will connect with something modern, creative and trendy. It helps to build a strong and consistent brand identity. Moreover, it will gain more credibility in the fashion industry as well as enhance kudos and prestige. As Miyake is an Japanese designer and has huge impact in Asia, this collaboration will attract more Asian customers and improve ONLY’s brand awareness in Asia.