Cheap-Chic: Target Embraces the Capsule Collection
Fashion designer Phillip Lim unveiled to the press the Capsule Collection he has designed for Target. By all accounts, there might be a major win here for both the designer and the retail giant.
The key difference with this Capsule that might drive both brand awareness and sales into a whole new category is that the designer, instead of simply providing new cost effective looks, has adapted his best-selling items to fit the price point of the retailer. This could be the very kind of strategic move that not only drives up Target’s retail sales, but paves the way for similar approaches in future Capsule Collections.
One thing is for sure, this approach does nothing but benefit Target, both as a brand, and in terms of driving up the engagement of, and adding to, their customer base. Maybe now your shopper who usually skips the clothing section, will now make it their destination….?
Some interesting questions for this Fall.
Here is the article written by Misty White Sidell via New York Observer:
Fashion designer Phillip Lim finally revealed the entirety of his cheap-chic 3.1 Phillip Lim for Target collection on Monday evening, with a special preview for style editors and auteurs. The presentation, staged in the mass retailer’s Garment District studio, offered a close-up look at the 100-plus pieces that will hit a majority of Target stores nationwide on September 15.
If Monday’s response is any indication of the collection’s expected success, then Mr. Lim may have a hit on his hands. Many guests already had their eyes on specific pieces to scoop up at the collection’s launch event, expected in early September. Lucky magazine’s Elana Fishman counted “too many items” on her own wish list—a paneled, floral-print dress among them.
Part of the collection’s excitement stems from Mr. Lim’s unique approach. While previous Target collaborators have created budget versions reminiscent of but not faithful to their own brands, Mr. Lim chose to render affordable adaptations of his best-sellers.
His trademark rhinestone-spangled cocktail dresses, tailored trench coats, and even a thrifty take on his popular pre-fall 2012 comic print sweater (widely featured in fashion glossies last fall), are all there, at prices ranging from $19.99 to $299.99.
“I felt that together we could create a collection that would inspire,” he said of his Target goods, “one that is cool and chic but still very accessible.” Elbows out, shoppers.