Luxury Brands at Payless Shoes
Tinkalicious — November 18, 2008 — Fashion
References: paylesss & content.coutorture
The business trend of designers (normally expensive) collaborating with discount fashion retailers (normally not expensive) continues. Following in the footsteps of Target’s Design for Al, and H & M’s collaborative campaign with Commes De Garcons, Payless Shoes is offering a range of shoe and boot styles, from everyday to resort and black tie styles, designed by such luminaries as Patricia Field, Abaete, Lela Rose and Alice and Olivia.
Given the economic climate and the woes of high end retailers, expect to see more of this trend.
Given the economic climate and the woes of high end retailers, expect to see more of this trend.
Trend Themes
1. Designer-discount Collaborations - The trend of high-end designers collaborating with discount fashion retailers presents an opportunity for both parties to reach a wider audience and offer more affordable options.
2. Affordable Luxury - The emergence of designer collaborations with discount retailers allows consumers to purchase luxury items at more affordable price points, disrupting traditional perceptions of luxury shopping experiences.
3. Mass Marketed Exclusivity - Designer collaborations with discount retailers create a sense of exclusivity through limited edition collections and scarcity, but at a more affordable price point, disrupting the traditional luxury market model.
Industry Implications
1. Fashion and Retail - The fashion and retail industry, particularly high-end retailers, can benefit from collaborations with discount retailers to reach a wider audience and create more affordable options during difficult economic times.
2. Marketing - The marketing industry can leverage the trend of designer collaborations with discount retailers to create engaging campaigns that highlight the exclusivity and affordability of limited edition collections.
3. Technology - Technology companies can develop innovative solutions to enhance the shopping experience of designer collaboration collection releases, such as online virtual reality shopping and live-streamed launches.
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