With the dwindling economy causing declining retail sales everywhere from Toys "R" Us to Talbots, stores are doing whatever it takes to get consumers shopping again. While some may try reverting to their roots, Target makes waves by continuing to push forward. Target, young America's favorite discount retailer, has found its way to young fashionistas hearts once again. Or have they?
Beginning in March 2009, controversial British fashion designer Alexander McQueen will have a line of featured clothing for sale exclusively in 250 Target stores and online. The line will be called McQ, and will feature garments priced anywhere from $19.99 to $129.99, a bit of a financial stretch for some of Target's key consumers. In typical McQueen fashion, the line will carry items such as studded jeans, black zippered tights, shirtdresses and concert t-shirts. Pictured at the right, Leila Moss, lead singer of the British band the Duke Spirit is McQueen's said muse for this line.
Stemming from their Go International women's apparel line, which has become a huge hit with it's 2osomethings female market, Target is now embarking on a similiar journey with the Target Designers Colloraborations initiative. McQueen's line is the first try at this project, and with a recession with no end in sight to deal with, skepticism is a plenty.
As a student of consumer, apparel, and retail studies, I was both tickled, perplexed, and intrigued by this news, which I discovered through online versions of the New York Times and W Magazine. Any other time, I would have thought both McQueen and Target were geniuses for doing this. Wanting to expand his visibility in the United States, this is McQueen's effort at reaching untouched markets.
“I always liked the idea of people in the Midwest wearing my clothes; the idea of this upstart from London going where people haven’t heard of me," McQueen told W magazine.
For what the so-called "bad boy" designer wants to accomplish, this makes perfect sense. If there is anywhere that a high-end designer can succeed in a low-end environment, it's Target. I know that, from my own personal experience, I have discovered tons of designers through the Go International line, and anticipate what new and exciting lines will be be introduced to me each time I visit Target. I respect and appreciate Target's efforts to reach new levels of credibility in the fashion world and their constant innovation. If I have the extra cash, I will most likely splurge on one of these designer items. However, while I know that many others share this adoration for these specialty lines, I also know that not everyone will make a purchase from them. McQueen may make his footprint on Middle America, but it very well may get washed away in no time by the storms of recession.
references:
http://www.nytimes.com/2009/01/29/fashion/29ROW.html?ref=fashion
http://www.wmagazine.com/fashion/2009/02/mcqueen
