September 10, 2007
Fashion Brand Name Collaborations Match the Boutique with the Big Box
Yesterday The New York Times published an excellent article by Eric Wilson entitled The Big Brand Theory, that talked about the new alliances between high-end fashion names and major retailers like Target and Gap.
- Lutz & Patmos very recently teamed up with Japanese giant Uniqlo
- The same boutique fashion brand name has also teamed with car giant Volkswagen to create a line of accessories for the new Eos
- Isaac Mizrahi has lent his name to Target in a line of cheap and very fashionable clothes that are designed to make middle America more fashionable
- More collaborations are to come with Gap teaming up with fashion trio Thaoon, Rodarte and Doo to bring a hint of elegance to its everyman clothing line
In August, Vera Wang announced she will create an exclusive brand for Kohl's called Simply Vera, Vera Wang by Vera Wang. The line will include sportswear, intimate apparel, handbags, leather accessories, jewelry, footwear, linens and towels.
I think this is the way forward for high-end fashion brand names, not least because nowadays knock-offs of runway styles are getting into low-end stores faster than the originals thanks to Internet technology and a new, very savvy breed of fashion entrepreneur.
Carefully matching big names with boutique names is the way, I think, to beat the copycats at their own game, and to lift the general quality of fashion in the malls.
It seems that up and coming brand names meld better with the big chain stores' needs than already well-established fashion names like Halston... although we might see Karl Lagerfeld join the trend as well.
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