Imagine this: racks emptied within 30 seconds and complete store sell-outs (bare shelves and naked mannequins) within 20 minutes. This craziness is the result of Stella McCartney’s collaboration with Target Australia. (Green, 2007). Prior to this, her only other collaboration was with H&M in Britain in 2005, which resulted in brawls at the cash register. (Hudson, 2007)
On March 12, 2007, Stella McCartney’s limited edition 42-piece collection ranging in price from $29.99 to $199.99 debuted at 100 Target Australia stores. The collection featured a trench coat, tailored jacket and pants, shirts, a day dress, and an embroidered cocktail frock. (Oakley, 2007) . “This is about exposing more women to our label, “she said, referring to her objective with the Target collaboration. (Hudson, 2007) McCartney believes the Target collection would complement rather than dilute her luxury brand. Though skeptics, including myself, believe otherwise. Photo credits: SassyBella.com
Granted, the general public (middle class) was able to afford a Stella McCartney piece. However, I feel that three factors contributed to a (short-term) dilution of the brand: the hype, the experience, and the fit. First, the hype…
Given the timeframe (approx. 3 mos.) between the initial announcement of the collaboration and the launch, the consumer’s expectation of the brand was heightened. Placing myself in the Australian’s shoes, I would be reviewing all of McCartney’s prior (or current) collections in anticipation of the Target launch. Thus, leading to high expectations, which can easily lead to disappointment. I’ll come back to that in a moment. Second, the experience…
Can you imagine the trampling of people that may have taken place within those 20 minutes? I envision clothes being ripped off mannequins (violently) instantly. Personally, that’s not my idea of fun. Additionally, within 24 hours of the launch, “clothing scalpers” were selling the designs on stores such as eBay at inflated prices. (Oakley, 2007). At that point, anyone can purchase the pieces at their traditional high-end price point, but at lesser quality. Again, I’ll get to that point in a moment.
Last, but not least, the fit. Picture this: let’s say you made it out of there alive, with pieces that are in your size. Fantastic! You rush home to try them on and show your friends. Big problem though, nothing fits you. In reviewing some of the blogs following this launch, bloggers repeatedly stated that the fits were too general (ranging in sizes 8-16) and people had to go down a size for the right fit. Essentially, a lot of the garments were returned (although quickly re-sold and then re-sold again on eBay).
This collection was definitely branded for Target. A very basic line that missed a lot of the signature Stella McCartney designs (e.g., intricate stitching and pocket designs). See, what I love about high-end lines is the customization and detailing of the clothing itself. A beautiful piece that fits you perfectly makes the price point worthwhile. The experience only complements the entire purchase.
To sum up the Stella McCartney/Target collaboration, as quoted by one blogger, “Over-hyped!” (Green, 2007)
Works Cited
Green, S. (2007, March 12th). Retrieved from Chic Alert.
Hudson, F. (2007, January 31st). Retrieved from The Fashion Spot.
Oakley, V. (2007, March 4th). Daily Telegraph UK.