UPDATE (December 22, 2008): Looks like this was only a rumor. Read following post for more details.
Now, here’s a smart marketing move!
Betsey Johnson, my favorite uber-girly and sexy designer label, is scaling back on their February show and spending the money on a new venture. The label’s CEO Chantal Bacon, according to The Cut, says Betsey Johnson will collaborate with a retailer in launching a limited-edition line. The Cut explains that “one can easily deduce a diffusion line for H&M or Target is probably in Betsey’s future.”
This is a smart investment move because it creates more room to grow in this economy without loosing their brand identity. A “limited-edition” line keeps a designer label looking high-end because it is a limited commodity or a one-of-a-kind deal. Luxury should “seem” hard to come by and entice those who may not have the funds to access high-end brands.
Kudos to Betsey Johnson. You go girl!
Consuming PR 