Glamazons,
How much do you look forward to upcoming designer collaborations? Trust us, you’re not alone. Your favorite blogger’s favorite blogger counts down the days until the next collection hits stores! We plan our coveted pieces, budget our money and zealously share our hauls. But when clothes sell out in 10 minutes and e-commerce sites crash, we can’t help but think: are designer collaborations even worth our time?
Shopping Altuzarra for Target
It’s obvious why consumers love designer collaborations. It’s thrilling to be able to access the same designers we follow at Fashion Week with a modest budget.
A look at Alexander Wang’s collection for H&M
Consumers aren’t the only ones who benefit from these collaborations; the retailers themselves see an increase in revenue. Target’s 2011 Missoni collaboration sold out completely and helped drive Target’s net-profits up by 3.7% that quarter.
One of the most popular pieces from Altuzarra for Target
And believe it or not, the bonuses in revenue don’t come exclusively from the sales of the limited-edition collaboration. Shoppers may show up for capsule collections but they leave with items from other departments as well. How many times have you shopped a Target collaboration in store only to stick around for groceries, detergent and whatever else caught your eye during the trip? Suddenly, a $200 Phillip Lim for Target haul has turned into a $300 purchase when you include your new household items — a huge win for Target!
A popular buy from Phillip Lim for Target
Possibly the most understated beneficiaries from these collections are the designers themselves. With items normally priced between $300 and $2000, it’s hard to sell at large volumes on a regular basis. With capsule collections, brands can make a sizable profit in a few short hours — even though the prices are reduced.
Shopping Maison Martin Margiela for H&M
Furthermore, brands sales don’t end when the affordable stock runs out. These collabs often bring in new clientele. The publicity alone is enough to drive new potential buyers to a fashion brand. How many of us realized after Lilly for Target sold out quickly that we could probably afford a few Lilly Pulitzer items at regular price?
One of the more popular prints from Lilly for Target
Although it seems like everybody has something to gain from designer collaborations, there are indeed losses. Navigating these collections can be a breeze when you perfect your shopping strategy but nothing is guaranteed — even when you wake up in the middle of the night to shop it. The e-commerce sites can crash (and often do) and the collections sometimes sell out in 10 minutes with people buying products to re-sell for three times the price on eBay.
A pair of printed pants from Narciso Rodriguez for Kohls
Even if you are lucky enough to get the pieces you want, everyone else has them too! Rocking your favorite limited-edition piece means risking showing up to an event where someone else is wearing the same outfit as you. You’d better come up with creative ways to style your new piece or risk running into a style doppelgänger.
Glamazon Jessica and Candice of Chic Busy Mom wore the same Phillip Lim for Target dress in different ways at an event in NYC
Furthermore, the collaborations aren’t always inclusive. Though Target regularly carries plus-size clothing, their September 2014 collaboration with Altuzarra sparked a boycott as it excluded plus size shoppers. To be fair, their Lilly for Target line did include plus sizes online, no doubt influenced by the boycott.
Designers also risk a PR nightmare with each new collaboration. The initial increase in exposure may be lead to a temporary income boost for designers but it can also be bad for branding. Part of the appeal of a high end fashion brand is its exclusivity. Giving everyone access to the name could cheapen the brand in the eyes of long time supporters. After teaming up with JCPenney 30 years ago, Halston suffered a blow to its reputation that some say it hasn’t recovered from. The Lilly Pulitzer team received similar complaints when the Target collaboration was first announced.
Everyone stands to gain something from designer collaborations but with frenzied shoppers, site crashes and diminished brand equity, we have to ask: are they worth the hype? What’s your take on designer collaborations, Glamazons?
Let’s chat,
Glamazon Esta
Great post, I love a designer collection but I really don’t have the patience for the lines and more times than not in my opinion it is not quite the same.
I know what you mean – I have to get in the right mindset for the lines. What do you mean by “it is not quite the same?”