luxury goods in a non-luxury marketplace

The idea of making luxury products available in a non-luxury marketplace may seem upsetting, counterproductive, and compromising in a negative manner to traditionally exclusive, luxury brands. And I must admit, I see the just caution and hesitation in mixing luxury with non-luxury. The general public view and sentiments of industry insiders would not be favourable, for example, if Gucci suddenly started collaborating with Kia to produce a "luxury" version of the discount imported automobile. Miley Cyrus might have won more middle-class and lower-than-middle class children when she debuted her clothing line at discount retailer Wal-Mart - but didn't win any glamour points for her at the Academy Awards, no matter how hard she tried.

When luxury companies and high-end designers collaborate with non-traditional entities, they must do so with attention and research. Liberty of London, Alexander McQueen, and Jean Paul Gaultier all recently have produced collections bearing their name and insight with trendy discount retailer Target. The difference: the Target demographic might not necessarily own any of the actual products from these brands, but the consumer base is not only aware of the brands, thanks in part to mainstream luxe-obsessed entertainment like The Devil Wears Prada and Sex and the City, but they lust after the famous creators and promote the story, the romance, and the excitement typically associated with the much more expensive Couture versions.

When you have access to a customer base that knows your products and dreams of one day owning a piece actually inspired, let alone designed by a famous designer or fashion icon, you instantly have success while retaining your corporate identity. It's not to say that the discounted version is going to take the place of the luxury collections. I'd much rather see big designers create a limited edition, heavily publicized, affordable sampling of ready-to-wear clothes, accessories, or homegoods for Target, than to dumb-down, cut corners, or not remain committed to their original design inspiration, aesthetic, or commitment to quality and excellence.

Bringing a luxury powerhouse like McQueen or Gaultier to Target is beneficial to both parties. Target, already known for being trendy and more fashionable than closest competitor Wal-Mart, increases their value and solidifies their place as the number one choice for the customer who prioritizes value, quality, and design. And in turn, these big designers expand their potential customer base, market reach, and brand awareness.

No matter your budget, being fashionable is always en vogue.

Fashion Loves and Lusts

(in no particular order)

-- Jean Paul Gaultier's collection for Target, that was released just last Sunday and is absolutely amazing. I think the concept of having brilliant designers inject some of their style and design influence into an affordable, mass marketed and limited edition collection is so much more palatable than having these same designers cheapen their collection or make their haute couture ranges more marketable solely in the name of making money in tough economic situations.

-- And speaking of Target, the trendy retailer is also set to launch a new collection featuring Liberty of London's fabulous fabrics. Is it a little ironic to anyone else that Liberty of London used to partner with J. Crew, and that now J. Crew is carrying a special collection of Levi's jeans, which traditionally would be sold in a Target like store?

-- Dolce & Gabbana's La Force fragrance (number 11 in the new series)

-- Cole Haan's Air Caden wing tip oxford. Comfortable. Lightweight. Durable. And oh-so-sexy. The perfect pop of colour for spring in the season's trendiest and boldest shade - electric blue.
-- I'm loving the expected wit and amazing charm that Stella McCartney injects into her creations. Maybe the fact that she began her show with a fake recording of Tiger Woods allegedly leaving a voicemail for his alleged mistress to remover her alleged name from her alleged voicemail message. But maybe it's the way she designs for women, by a woman, with the most elegance, grace, and power - all rolled into each garment. Stella is British Brilliance at it's best.

-- Christian Dior's stretch strappy sandal. He is the master of modern luxury. And his shoes never disappoint. Never is a strong word. And I meant it.