Target will be launching a line with Victoria Beckham on April 9th. It will be featuring clothing made for women, girls, and toddlers that will be in the price point of what Target has to offer, which will also be affordable for customers as well. Target will now have some influential prestige in the stores now, giving Target a boost for more sales. However, these collaborations do not last long and soon, Target will do away with Beckham’s line and go for another designer willing to design for the brand.
Spokesperson for Target, Joshua Thomas, has said that Target is always looking for someone interesting that can bring something different so that customers will feel more inclined to shop at a store that continually has something new. It drives Target’s buzz to have a high-end designer come in and work alongside them.
Target started out with this collaboration model back in 1999 with the household items teamwork with Michael Graves. They started bringing fashion into the mix in 2003. H&M are another company who have been partnering with well-known designers for the brand as well. Both companies have worked hard to plan out endeavors with people everyone always raves about. Isabel Marant, Karl Lagerfeld, Versace, and Anna Sui are a few names on that list.
The collaborations have been successful and have drawn attention to companies. Ads for Target and H&M are everywhere because they launch collections, recently with Balmain. It is that type of spotlight that influences shoppers to buy the products and influences other brands like Forever 21 and Express to partner with celebrities to create unique lines. The replication of success is an attribute to how competitive the fashion industry is, even when it is with affordable retail places like H&M. There is a bigger need for purchases to be made and consumers love what they see on the runway. It makes sense as to why collaborations blow up so fast.
Even designers like Alexander Wang and Louis Vuitton have teamed up with mass brands to also bring up appearances to their own brands, too. It is a useful marketing tool considering both a fast-fashion and high-fashion brand get recognition from working together.
Fashion collaborations are at risk for becoming oversaturated, though. That does not stop anyone from continuing to do them. Retailers are incredibly desperate to reach the top, to be number one against everyone else. It is a tricky situation, with businesses looking for ways to kickstart themselves back to the headlines.
Model-designers collaborations are also becoming increasingly popular. It usually is done for social media purposes, where the designs are being promoted the most because that is where young adults and teens are presenting themselves. Models and celebrities have their own fan pages, having their own lines as well boosts their buzz. They have to keep it up or else they lose the fan base that is obsessed with fashion.
Some brands do collaborations because they are not doing well in their business. Collaborations are great for them, but the numbers from the sales in the next year have to stay steady or else the business will fall again.
At times, brands will not sell out so well. The clothing will end up in the clearance section, moved in with every other piece that did not do well either. The goal is to sell out in a few weeks and cause a demand for more. A brand will get that control or it will not.
Either way, collaborations are not going to get old for a while. While it boosts brand awareness and sales, it is also a fun way of funky designs to appear in a store that will surprise you.