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Friday, January 20, 2012

Building That Designer Style House at Target

Go Target, go Target, go Target! Do you see me dancing and pumping my arms in excitement? What I would give as a stylist to be in the room of the marketing and strategic planning group for Target. I’d like to thank whoever is making the decisions to bring on these designers at Target and introduce them to the rest of the world - they’re doing a great job.

Target seems to do this best with its’ collaborations, so much so that other big box retailers like Kohl's and JC Penney have followed a similar path. But remember last year’s nightmare with Italian fashion house Missoni? The Target website crashed just after a few hours due to unexpected demand. Online orders were delayed and some cancelled, leaving shoppers frustrated. Although I have to say, I have a girlfriend that just received a garment she ordered with her initial order. Now that was a good surprise!

Stacia Anderson, Target's senior vice president, is working with the team to ensure delivery issues never happen again on such a grand scale. Going forward, the company will pursue more collaborations and limited editions to help bring in more of their core customers (women), and bring them in to Target in a way that the delivery schedule runs smoothly.

Hmmm, is it a good move to focus on women mainly? You betcha! Retail analysts disagree and feel as though sooner or later the tactic of focusing on the woman shopper will become an unsustainable business model. Target’s position is surely that keeping up with new strategies, new fashions and new designers keep up the level of excitement for their shoppers. I agree with both opinions, and women are the ones looking for fresh fashions routinely.

Let me just say, I am pretty excited about what Target is doing. Let’s first reminisce about the list of designers that Target has collaborated with over the years:

1999-today - Michael Graves, the world renowned architect has been designing kitchen gadgets and small appliances by using form and function.

2003-2007 - Isaac Mizrahi, he helped put Target on the map as the go-to style destination. He has collaborated on bedding, apparel and accessories. I'd love to see him show a presence again!

2005-today - Thomas O'Brien, NY based interior designer, has been a Target staple with his affordable VintageModern look for bedding, home textiles and house wares. He design brings old and new together. Love that look myself!

2008 - Anya Hindmarch has offered her famed designer handbag designer during the peak of our recession, pricing her line between $20-50. Fans jumped at the opportunity to purchase her signature styles of satchels, shoulder bags and clutches.

2008-2009 - Thakoon Panichgul offered his take on contemporary, for the women's classic resort wear. He offered tunics, tees, tanks, coats and dresses in bright colors and prints. His collection was his take on his Eastern heritage as it was already an established hit with his celebrity clientele. I must have missed this one, as I expect it was wonderful. Gotta love a bright frock!

2008-2010 - John Derian, a 1989 artist who pioneered the trend of decoupage. He incorporated this whimsical signature style into three decor collections for Target. Very funky with a twist!

2010 - Mulberry is an English luxury label designer handbag line. Target and Mulberry priced it to sell at around $50, without losing the exquisite craftsmanship and detail. I remember seeing them in the store, thinking it would be nice to be able to afford the real McCoy. Kinda like buying a knock off Louis Vuitton.

2010 - Zac Posen, with his trendy flair, was able to take many of his creative ideas about making dresses that converted style with the easy removal of a strap or hemline. The biggest hit in the collection was a black tuxedo style jacket and wide leg pant. Much of his line reminds me of an upscale H&M.

2010 - Temple St. Claire is a 14k gold plated jewelry line of necklaces, cuffs and charms. This inspired look by the Renaissance of Italy was so popular that Lucky Magazine even pictured it.

2011 - Calypso St. Barth is a house wares line, designed to highlight Moroccan artistry. The elephant ceramic tea pot and metallic poufs were the biggest hit of the line. I wonder if a pouf is in the same category as a gotta have it black blazer in your wardrobe. I can imagine putting my feet up and using the pouf. I read that someone used it to hold recycled bags. Really?

2011 - Missoni was the largest collection from a designer ever sold at Target, with 400 available items. Need I say more?

2012 - Jason Wu is one of the hottest new young designers around. Thanks to Michelle Obama, who wore a silk one shoulder dress designed especially for her for the inauguration ball, he is now highly sought after. His line is available online and in several larger Target stores starting February 5th-March 6. I am expecting this line to make a huge showing in the stores.

Look for my next blog to talk about the hot designer Jason Wu and the line he is rolling out in just a few short weeks. I look forward to sharing his looks with you!

1 comment :

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