By now, everyone knows that Target's collaboration with Neiman Marcus was a bust. Last week, items were slashed by 50 percent, and now they're down to 70 percent off. Unlike Target's previous designer partnerships, there's a surplus of inventory. So why didn't people buy this stuff? All the designers attached to it, like Oscar de la Renta and Marc Jacobs, are just as famous and popular (if not more so) than brands whose Target lines have sold like hotcakes in the past, like Missoni and Rodarte. What's more, some of the stuff was pretty cute, and would have made nice holiday gifts. What happened?
The first problem: sure, the line was "affordable," but it was still expensive. People don't go to Target to spend $69.99 on a "trinket box," even if it is designed by Phillip Crangi. (The box is now marked down to $20.99 — still a stretch, in our opinion.) To compare, last year's much-sought-after Missoni for Target products were far cheaper: the Missoni scarves were priced at $14.99, while the original price of Neiman's Marc Jacobs scarf was $69.99 (now $20.99). Missoni for Target's laptop sleeve was $29.99, while Neiman's Proenza Schouler iPad sleeve was originally $39.99, and so on.
Another problem, as Time magazine points out, was that the big-name designers didn't make what they're famous for — namely, clothes — and instead attached their labels to things like yoga mats (Diane Von Furstenberg), barwear (Altuzarra), and even dog food bowls (Oscar de la Renta). Lots of Target shoppers would have shelled out for a lower-priced version of a DVF wrap dress, but a yoga mat? No.
Finally, Time also quotes people who argued that the collection wasn't marketed well nor nicely displayed in stores. We beg to differ. Ads for the collection were splashed everywhere and the products were placed just as prominently as other recent Target collaborations. At the end of the day, customers simply didn't want to buy those products for those prices. Hopefully they won't repeat the same mistakes with Prabal Gurung, whose 80-piece Target range is priced between $12.99 to $199.99 and comes out on February 10.
Most Viewed Stories
Brad Pitt Fights Back Against Angelina Jolie and Her Plot to ‘Destroy’ Him
I Tried Hillary Clinton’s Diet and Now I Sympathize With Her
Looks Like Kate Middleton Is Enjoying the View in Canada
What It’s Like to Be a Female Reporter Covering Donald Trump
The Best Part of Being a Royal Is Getting to Pet Bunnies
22 Intimate Lost Photos of Marilyn Monroe
Trump Campaign Manager Accidentally Refers to His ‘Abuse’ of Women on Live TV
Megyn Kelly Roasts Trump’s Campaign Manager for Claiming He Doesn’t Make Sexist Comments
Misty Copeland Did Her Own Makeup for This Ballet Book
Blac Chyna Tweets Out Rob Kardashian’s Phone Number As an Apparent Warning to His Fangirls
From Our Partners
powered by PubExchange
The Cut’s Latest Fashion FeaturesCiara's Wedding Dress Was Too Big for the Chapel
To be fair, it was a 13 foot-long dress.You and Rihanna Will Both Want to Invest in Dior’s New Bag
It's got something for everyone.Polo Shirts Have Turned Their Back on Ryan Lochte
Along with his other major sponsors.Ryan Lochte Will No Longer Be Paid to Wear Tiny Bathing Suits
Speedo remains committed to transparency.Laura Brown Is the New Editor-in-Chief of InStyle
After 11 years at Harper’s Bazaar.Tyra Banks Is Going to Teach a Class on Smizing at Stanford
"If I see somebody not paying attention, I’m gonna call on them."This Floating Pier Is the Most Zen Installation Ever
Walking on water in Italy.Nation Is Appalled by Matt Lauer’s Nude Ankles During Ryan Lochte Interview
What’s the opposite of “Jeah”?8 People at the Life of Pablo Pop-up Explain Why Kanye West Is a God
"I mean, Kanye West is just Kanye West. There's not more or less you can say about Kanye West. He's just Mr. West!"A T-shirt Is Enough
Simplicity, versatility, and cool. What more could you want?
She took a perfect pencil dive off a 30-foot yacht.American Apparel Is Being Sued by Former Workers
As the company considers putting itself up for sale.A Gendered History of the Tailored Suit
From Marlon Brando to Coco Chanel.How Zendaya Developed Such Great Style at the Young Age of 19
The star's best looks from Disney to now.Proof That If You’re Chic Enough, a Little Federal Investigation Doesn’t Matter
Is this the best they could do?5,300-Year-Old Mummified Iceman Probably Would’ve Been a Street-Style Star
He had several different looks and was “pretty picky.”J.Crew Has Identified 226 Shades of Pink
Even more than there are shades of gray.Gigi and Bella Hadid Merch Is Now Somehow a Thing That Is Happening
Today in Hadidiana.Gird Your Loins for the Return of Yeezy to New York Fashion Week
The season approaches.This Indie Brand Had a Great Response to Ivanka Trump
When she bought one of their cuffs, they donated the proceeds to the Clinton campaign.