So, everyone and their mother these days since the economy crashed in 2008-2009 has seemingly jumped on the ‘I’m a high-end designer for low-budget stores’ bandwagon. Well, it takes a lot to successfully run a high-end fashion business and one must do what one can to survive and thrive. But, the consensus seems to be that a high-end designer or department store like Neiman Marcus should just stay that way and not try to parlay with your say, Target customers just to make some sales.
Evidently, its wiser to have a Marc by Marc Jacobs line under your umbrella like the Marc Jacobs fashion house as opposed to looking for a permanent collaboration with a lower price point store/brand as it is just not your customer base. Designers jumped on the Neiman Marcus Target collabo and Target customers complained that the prices were much higher than what they were used to paying but not much better quality than all the other products. Prices were slashed almost right away and according to Time Magazine, the entire collection was marked down 70% starting January 1st.
I’m definitely keeping this in mind for my future projects. If you’re a high-end designer, it may pay to just have your own lower price point line under your own brand than to do a collaboration like Neiman Marcus for Target.