When I first heard that Neiman Marcus and Target were collaborating with the Council of Fashion Designers of America and 24 top designers to create a 50-piece holiday collection, I may have screamed. As a thrifty fashionista, nothing excites me more than a designer collaboration with a budget-friendly retailer.
Target is well-known for these collaborations. They launched their GO International line in 2006, teaming up with big-name designers like Alexander McQueen, Erin Fetherston, Zac Posen, Rodarte, Mulberry, Anna Sui, Jean Paul Gaultier, Proenza Schouler and many more. Retailer H&M has done the same with designers like Marni and Versace.
These lines have been so successful because they allow budget-conscious women like myself to obtain clothing and accessories designed by fashion industry royalty that would otherwise seem impossible to obtain. It’s high fashion for a fraction of the price. A Zac Posen dress can be anywhere in the thousands of dollars range but because of Target, I own a sweater, bathing suit and dress designed by him for well under $100 each.
Now Target has teamed up with Neiman Marcus and these 24 top designers to create what was expected to be the most epic collection Target has made. I thought it could even top their collaboration with Italian brand Missoni which presented a 400-piece collection that sold out within 15 minutes of Target opening in some New York stores. It even caused the Target website to crash. That was a big deal, but the Neiman Marcus collaboration seemed bigger.
Then, photos started popping up online of pieces from the collection. I didn’t see a stunning and affordable Oscar de la Renta dress in these photos. Instead, I saw an overpriced Oscar de la Renta pet collar, leash and pet bowl ($39.99 and $29.99 respectively). I didn’t find Rodarte couture. Instead, I found Rodarte wrapping paper and an ornament.
Marchesa designs the most stunning dresses seen on celebrities during red carpet events, but who is their target market in their Target line? Children. They designed $79.99 and $99.99 dresses for little girls. What little girl needs a $99.99 Marchesa dress? I may have yelled at my computer when I saw they were designing dresses for little girls who not only will have no idea what Marchesa is or even care for that matter.
Jason Wu designed dresses for little girls too. He also made ornaments selling for $49.99. Brian Atwood, known for his sky-high stilettos, gloves and sunglasses ($49.99 and $39.99 respectively). Diane von Furstenberg, known for her clothing and famous wrap dresses, made a yoga mat and a $49.99 jewelry box. Derek Lamb made leopard slippers and a $99.99 skateboard. Alice + Olivia designed a $499.99 bicycle and $179.99 suitcase.
Then there’s Marc Jacobs, probably the most anticipated designer in this collection. He designed three $69.99 metallic leather pouches and a $69.99 black cashmere scarf.
Why, Target? Why did you do this?
Women don’t want to buy skateboards, bicycles, cookie cutters (designed by Band of Outsiders and overpriced at $29.99), yoga mats and dresses for little girls that they wish they could wear. Women want to buy clothing from these designers, as that is what they are known for making.
The collection was released on Dec. 1 and sold both at Target and Neiman Marcus stores and websites. Compared to previous Target collaborations, this collection was an absolute disappointment.
I can’t deny the quality and beauty of each piece. The Brian Atwood leather gloves felt like butter in my hands, they were so soft. The Robert Rodriguez lace cocktail dress and Lela Rose watercolor dress were well worth the $99.99 they were priced at. The Marc Jacobs pouches were stunning and the Philip Crangi photo frame and trinket box were beautiful.
Yes, the quality was great and the prices may have been affordable at Neiman Marcus but they were overpriced for Target and its shoppers, especially compared to the great and reasonable prices of previous collections.
Target blundered when teaming up with Neiman Marcus, who already sells the clothing, accessories and goods of these designers from their regular collections and at their full (and expensive) price points.
The focus should have been on creating fabulous and affordable clothing and accessories, not expensive ornaments, dessert plates (Tracy Reese) and yoga mats.
For the interested buyer, however, I would recommend the Proenza Schouler grey sweatshirt with the abstract print. At $29.99, the price is reasonable and the sweatshirt not only has a cute print but is comfortable as well. The Brian Atwood gloves may be pricy at $49.99 but they are genuine sheep leather and the ombré stud detailing is luxurious and edgy. The Robert Rodriguez cocktail dress is perfect for holiday parties and the Marc Jacobs pouch is probably the least expensive way to get your hands on a Marc Jacobs bag.
As disappointed as I am with this collection, those pieces truly stood out to me, so much so that I invested in them myself. Looking at the overall collection, however, the executives at Target will have to step up their game for their next collaboration if they want to keep their status as the go-to retailer for affordable designers goods.
Jessica Keesee can be reached at jessica.keesee@theminaretonline.com
In scandinavia people think jews have a very strange face, especially the nose is very bad-looking,kinda scythe-like they say, . They call it ” Ful nasa”. the word “ful” is pronounced like the english word “fuel”. i kind of feel sorry for them, but maybe its the testosterone.. i´ve heard it increases the tissues inside the nose, especially bone mass.
It´s intresting to note that the hebrew work “nasa” can mean both “to marry” and “to lift” and “to desire” among many other verbs..