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Designer Brands at Department Stores
Missoni for Target, Out of Stock
Years ago, designer labels releasing affordable department store collections were all the rage. But since then, the novelty has worn off and the trend has fallen a bit flat. Or so I thought.
On September 13th, Target created quite the stir with the release of its limited edition Missoni collection. In fact, there was so much excitement around this launch that shoppers literally swarmed the stores like it was Black Friday. Within the first few hours, Target’s website crashed. By the end of the first day, stores everywhere were nearly sold out of the coveted Missoni collection. It looks like I may have been proven wrong again.
At least it looks like I wasn’t the only one. Target too underestimated demand for the discount designer pieces. One Target spokesman, Joshua Thomas, called September 13th “Missoni Mayhem.” He also added that such turnout is “unprecedented.”*
The line by the infamous luxury Italian designer consists of 400 items ranging from clothes to bikes and from luggage to houseware. Of course, these are all available in the colorful, zigzag and geometric patterns distinctive to the label. Prices range from $2.99 for stationary and $599.99 for patio furniture. This is a huge price cut from Missoni’s regular prices, which can be anywhere from $500 for a pair of shoes to $1,500 for some apparel. Admittedly, the quality of the pieces made for Target is not as high, but it seems that this hasn’t deterred customers so far. The opportunity to own something so easily identifiable as Missoni at such an affordable price is just too tempting.
Versace for H&M
This is not the only designer chain store collaboration that has created a lot of buzz recently. Versace has teamed up with H&M for fall. This line is set to release on November 17th.
Donatella Versace, in a dress for H&M
There is already a great deal of excitement around this collaboration. H&M is known for teaming up with designers to create affordable collections, but in the past couple years, they have been met with relative disenchantment. It seems that that is all about to change; Versace and H&M are a match made in fashionista heaven. Versace is absolutely iconic while H&M has a huge customer base, so maybe it was meant truly to be?
The collection will include apparel for both men and women. The womenswear collection will showcase studded leather dresses, silk, colorful print as well as heels and costume jewelry. Donatella said in a statement, “the collection will be quintessential Versace.”* In January, Versace will release another pre-spring collection for H&M, but this will only be available online in certain countries.
Karl Lagerfeld for Macy’s
The sudden upswing in excitement over these sorts of collections is very interesting. Just last month, Karl Lagerfeld released his capsule collection for Macy’s Impulse department. Though it has since picked up, it initially had a lackluster reception. He is certainly a fashion icon and the collection is 100% true to his signature style. So why was this line met with such a different response than Missoni for Target and Versace for H&M? Reportedly, Target and H&M have been taking full advantage of social media outlets when it comes to promoting the lines. Sign of the times? Shameless personal promotion? You decide. -Grace Berchem, Contributing Writer
Sources: Las Vegas Sun, Huffington Post
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