Designer Collaborations: Give The People What They Want!

Fashionistas are protesting once again! I hate to break it to ya, but it looks like Betsey Johnson will not be launching a diffusion line with H&M or Target. “‘The rumors are false,'” a rep confirmed to People.com,” reported by The Cut. Only a few days ago we were cheering on the label for their efforts. Even if it was a rumor, Betsey Johnson needs to give the people what they want!

The mass excitement is a testament to this cash-cow idea. As I explained in my previous post, collaborating with a retail chain for a short time would boost profits without tarnishing the luxury name.

Remember Alexander McQueen’s announcement to collaborate with Target last November? Heck, besides Kohl’s, Vera Wang has even collaborated with Serta mattresses! Designer collaborations generate high short-term profits that can sustain a company during a slow economy.

It is important to keep an eye on the current market because of its ever changing environment. Currently, consumers are trying to find affordable luxuries. Fashionista’s are still addicted to shopping but are now digging for deals.  Karim Shah of Pierce Mattie PR’s The Fashion Rag also recognizes this market in his latest post saying, “don’t discount the power the average woman beholds. Consider those with moderate taste.” If the average consumer can buy designer brands at a low price, they will go for it like a mad dog.

Are there other ways designer collaborations can help fashion labels?

Smart Marketing Move By Betsey Johnson

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!