Isaac Misrahi is out at Target and Alexander McQueen is in for the first Designer Collaboration. Target is changing its strategy to bring a series of well-known and recognized designers to create mass market high fashion. Alexander McQueen is the first of the series. The McQ for Target line is the line that will hit the racks.
Implications - The recession and ensuing credit crunch put a damper on many consumers' budgets. Designers in the luxury fashion industry responded to the dour economy by creating diffusion lines with big-box and discount retailers. Fashionistas jumped at the opportunity to purchase designer labels at lower prices, while new consumers were exposed the label for the first time.
Retail Couture
Mizrahi Out, McQueen In at Target for Spring
Trend Themes
1. Mass Market High Fashion - The trend of bringing well-known and recognized designers to create affordable high fashion lines for the mass market creates an opportunity for disruptive innovation.
2. Designer Collaborations - The trend of big-box and discount retailers collaborating with luxury fashion designers to create affordable diffusion lines presents opportunities for disruptive innovation.
3. Exposure of Designer Labels - The trend of designers creating diffusion lines with big-box and discount retailers exposes new consumers to designer labels for the first time and creates opportunities for disruptive innovation.
Industry Implications
1. Fashion Retail - Fashion retailers can take advantage of the trend of well-known designers creating mass-market high fashion lines to disrupt the industry with innovative approaches.
2. Discount Retail - Discount retailers can disrupt the industry by collaborating with luxury fashion designers to create affordable diffusion lines for consumers looking for budget-friendly designer labels.
3. Luxury Fashion - Luxury fashion brands can capitalize on the trend of creating diffusion lines with big-box and discount retailers to expose new consumers to designer labels and reach a wider market with disruptive innovation approaches.