Neiman Marcus & Target Collaborate With 24 Designers
12th OF July 2012
Thought you'd seen all the high-fashion mass-market collaborations? Think again.
Neiman Marcus, the up-market US department store, has blown every previous collaboration out of the water. They're going to release a collaboration line with Target and twenty-four - yes, 24 - designers.
Some of the designers? Oh, just Marc Jacobs, Diane von Furstenberg, Prabal Gurung, Oscar de la Renta, Jason Wu, Thom Browne and Caroline Herrera. Neiman Marcus certainly doesn't do things by halves.
It's not the same as previous collaborations - each designer isn't producing their own fully-fledged collection. Instead, they're all contributing a few pieces - up to five or six - to the range, which doesn't have a coherent theme or idea.
"We gave the designers a lot of latitude," said Target's head of marketing. We hope that means each designer's added their signature - the Furstenberg wrap-around dress and the Marc Jacobs girlie look, for instance.
It won't just be clothing, either - the contributions will range from children's wear to home design. The mass collaboration has been in the works for months, and the results will mostly be priced under $US60, though some pieces will go up to $US500. (We predict those pricier ones will be the higher-end designers, like Herrera and de la Renta - they need to keep their cache.)
Neiman Marcus is one of the higher-end department stores in America, with a richer client set, so we see those pieces selling out just like the others.
The best bit? It's also going to be available at Target stores and online. We foresee the site crashing and eBay flooding with new purchases.
The recession has forced higher-end designers to think of ways to diversify their brands without creating lower-priced lines they'd need to produce every season. (When Dolce and Gabanna tried to do that, with D&G, it took away a lot of their resources and they had to fold.) Collaborations are a great way to expand the brand and get high sales without creating an entire new department.
The collection goes on sale December 1.
Will you be wanting something from it for Christmas?
Image: Neiman Marcus-Target announcement.