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?

Public Relations Saves The Day!

The economy is in a bad place right now…yada yada yada. Don’t freak out and the market will bounce back…yada yada yada.

True, public relations practitioners need to be aware of these trying times but might we find diamonds in the rough? Brand perception means everything to companies right now because consumers are reluctant to buy. People are purchasing trustworthy brands and seeking out product information to make the best economic decisions. Public relations is the key to garnering this consumer trust.

Brand perception is the most important element to a company’s success rather than slashing prices. “I see a lot of people in my industry who are over-reacting. Stores that are over-discounting, designers who are creating collections for the price and what sells rather than to reflect who they are,” says Anna Wintour in New York Magazine’s The Cut.

Along with Abercrombie & Fitch, as mentioned in my previous post, Neiman Marcus is hanging on to their luxury-brand image and perceived value.

The Fashion Rag reports that luxury department store, Neiman Marcus, plans to open a new store in Bellevue, Washington, at The Bravern in March 2009 and a three-story store in the Macerich-owned Broadway Plaze in Walnut Creek, California.

I recently had a discussion on Twitter about Neiman Marcus’ behavior. Jordana Bruner, fashion blogger for Clutch22, explained that “their primary customers still spend $$ in spite of the recession. It’s similar with some other luxury brands.” Pierce Mattie Public Relations replied with, “It’s just interesting that when other brands are being cautious, they are going full throttle. Do they know something we don’t?” This is an interesting question to ask and I hope it will be answered in the near future.

I urge companies to keep pushing forward because their business is what drives our economy. Also, know that investing in public relations will build trust in a company’s brand perception to drive business.  Stay strong and remember that public relations will save the day!!!

How do you think brand perception affects business in a recession?