Elizabeth Landers | Campus Chic Report
On Feb. 5, Target added yet another luxury label designer to its ever−increasing list of collaborations. Jason Wu, the fashion designer who dreamt up Michelle Obama's ethereal inauguration gown, channeled his ladylike silhouettes for a 16−look collection. The bargain−hunting masses, whom I enthusiastically endorse, will flock to Target for his frocks. But I am going to be sitting this one out. Read on, and I'll explain the pros and cons of these collabs.
The first store that I can remember executing this business model (successfully) is Target. It was Fashion Week 2007, and I was invited to the launch party for the Proenza Schouler for Target in SoHo. My 15−year−old self blushed at the bustiere−styled dresses and silk tops (a signature style for the brand) but picked out a $49 silk cocktail dress and twill skinny pants. Target's marketing strategy for these limited edition collaborations, not unlike Topshop's and J.Crew's, is to lure in the fashion set with aptly timed launches and parties around New York Fashion Week. They then employ the media's "Mad Men" to reach the rest of the country via print, TV and billboard ads.
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