"Strange", "odd", "perplexing". Fashion and retailing commentators can't quite figure out what to make of the news that Target introduced its new line of eco-friendly clothes by designer Rogan Gregory at Barneys.
The latest edition of the Go International collection was only in two stores for a total of six days but while they were there, Barneys shoppers were able to choose between Barneys-style Gregory T-shirts for $68, trousers for $230 or Target versions for as low as $15.
We just spent a few minutes here in the office trying to come up with any reason why this partnership made sense. We came up with... nothing. It's not terrible for Target. A bit of buzz, a bit of marketing, a bit of cachet, a few sales. But for Barneys? All bad. Confusing to its customers and completely off brand.
"Serendipitous," says Gregory of the partnership. "Nuts," say we.
Links:
Barneys Loves Target: Retailing's Odd Couple Takes Marketing Leap: WWD.COM
Tuesday, May 13, 2008
Barneys way off...
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2 comments:
What's next, Mercedes gonna partner with Jack n the Box?
Retarded!
Martin, I too was puzzled by this. I wrote about it about it a couple of weeks ago on my blog:
http://eyecube.wordpress.com/2008/04/29/barneys-target/
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