Comments on: What happens when high-end goes down-market?

By: letter bird

letter bird — Wed, 19 Aug 2009 21:32:07 +0000

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By: cathealey

cathealey — Thu, 09 Jul 2009 17:56:56 +0000

I’m disappointed to see Jimmy Choo go down market. I hope he pays attention to the quality. I’ve seen some designers go down market and still maintain their cache. Vera Wang’s home goods at Kohl’s are nice. It’s less risky for a clothing designer to launch a low end home good brand than for a designer to launch a cheaper version of their luxury goods. Anya Hindmarch and Target is an example of how not to go down market.

I saw the Anya Hindmarch bags at Target, they were dreadful. Before seeing Anya’s bags in Target, I really loved her brand for the look, the quality and attention to functionality. The Target line was cheap pleather. It looked like something only a blind old lady would carry. I tried one of the bags and it was almost unusable. One of her bags was on clearance for $12.00. How she could put her name on something so alien to her brand’s values, I can’t understand. I’ll never consider buying her brand because of the Target experience.

Here’s hoping Jimmy does this right. Anya didn’t.

By: papertiger

papertiger — Thu, 25 Jun 2009 23:59:03 +0000

Jimmy Choo is one of designer name brands I don’t own. I wouldn’t wear the shoes if you gave them to me. Jimmy Coo hasn’t designed the shoes for years, he wanted nothing to do with the company and now concentrates on his couture line. The whole Jimmy Choo thing is a sham, as are the resurrections of Biba, Ossie Clark and Halston. Herve Leger are only Max Azaria BGBC and nothing like the quality of Leger. Jimmy Choo is all hype.

By: Empress

Empress — Thu, 25 Jun 2009 19:57:32 +0000

Remember the Gryson bags at Target? Those were horrendous. Why should I pay for a lower priced bag at a lower quality? Then I heard about quality issues at the “regular” price. I was completely turned off. There was only a slight difference with Anya Hindmarch, the style was there, but again, the quality was not the same as its boutique counterparts. I’ve been burned by designers before (purchasing an expensive bag only to have it fall apart a few months later). So I guess it’s up to the individual. I think part of the reason I buy a designer bag is because it is designer and not everyone and their grandma has one. If my favorite designer decided to pair with Target, I think I might not buy the brand again… I’d be a little upset at paying $500 for a style that’s now available for $50. I’d feel cheated.

By: Mandy

Mandy — Wed, 24 Jun 2009 19:13:22 +0000

It doesn’t bother me. People buying Choo at H&M or Mizrahi at Target surely can’t be expecting the same quality they get with those designers’ boutique lines. Yes, they are buying the exclusive name, but I think most people get that there’s a big difference. I certainly do not have the same quality expectations with a $1K bag as I do with a $30 bag. I actually struggle a bit more sometimes when looking at both a designer’s high end and mid-priced lines, as the quality differential is often not as clear.

I have also understood that many of the lower end lines actually help designers fund their higher end, but often not as financially lucrative, lines. I think this was the case with Mizrahi when he started at Target, but I’m sure it’s not the case in all circumstances.

Those who can afford the high end and high quality will continue to buy it, IMO.

By: Tara

Tara — Wed, 24 Jun 2009 15:28:13 +0000

Sometimes it’s kind of a let down. The look is sometimes there but the quality can be so awful, that you forget how great the designer is. Anya Hindmarch for Target.. the worst bags. They looked cute, but when you touched them it was just a big letdown. The same with the McQueen line. Some of the Target GO designs have been great and quality has exceeded my expectations. I loved the Tracy Feith for Target. The fabrics were great.

By: tadpolenyc

tadpolenyc — Wed, 24 Jun 2009 14:50:28 +0000

great article, amanda! i completely agree with every point you made.

By: Jen

Jen — Wed, 24 Jun 2009 10:39:03 +0000

It is beyond me how anyone can be upset about this. As the past has shown, these collabs didn’t make the real deal any less special – I’d argue the opposite way, it makes much more people aware of a Designer brand, and of course it gets people more interested in it. Since these items sell out super-quickly, it’s not like everyone has them, and those who own an item from the high-end line will most likely get much more positive reactions, because people now know the brand.

But most importantly, after all, it is *just fashion*. Fashion should be about expressing who you are, not what you earn. True style comes from picking the best out of everything, and that includes highstreet stores just as much as Designer brands. Choo and H&M could be just another great find.

And if you don’t have any other thing to complain about than your favorite Designer “selling out” – lucky, lucky you.

By: dierregi

dierregi — Wed, 24 Jun 2009 07:09:57 +0000

I remember when the Cavalli line hit H&M stores. It was sold out by lunch time on the first day. I strolled around the shop around noon and saw a few women (would not call them “ladies”) still queueing to pay a truckload of stuff each of them had selected.

I seriously doubt they even knew what they were buying, and I am pretty sure most of that stuff ended up on eBay at the end of the same day. Moral of the story: this designers thing at H&M seems a crazy speculation that has nothing to do with buying less (or better quality) at lower prices.

By: Anabelle

Anabelle — Wed, 24 Jun 2009 06:55:25 +0000

To underscore MARY’s point: Karl Lagerfeld’s collaboration with H&M did wonders for the mass retailer, and in no way diminishes the status – or the sales – of the highest-end Chanel brand. The same for Roberto Cavalli (another rather established designer). As a matter of fact, these brands received very high-profile PR in such printing power-houses as Vogue. It helped bring attention of the younger audience to a brand that is mostly known for the two-color ballet flats, 2.55 bags and boucle ‘older ladies who lunch’ suits, and put a hip and edgy spin on it.

Furthermore, when you are buying Jimmy Choo, you are not buying Jimmy Choo for H&M. The brand is lending its design and creative vision, but the contribution stops there. The quality of craftsmanship, the leather/suede/snakeskin, the stitching, the seams, the lining, the customer support for broken hardware or even upkeep – you do not and will not ever get it at H&M. That’s what you pay $600/pair or $2000/bag for at the JC boutique. And it will continue to be that way.

By: flower

flower — Wed, 24 Jun 2009 01:54:49 +0000

I guess they need this market to survive the current economic situation. If its profitable for the company why not. I would rather have a company or brand that knows how to survive than to have them closed and declared bankrupt and end up with nothing at all.

By: 19yearslater

19yearslater — Tue, 23 Jun 2009 23:59:39 +0000

If buyers really buy for quality luxury is surely not dead. Share the love.

By: eorchid

eorchid — Tue, 23 Jun 2009 19:39:52 +0000

If high-end designers decide to do moderately priced lines for the mainstream shopper, so be it. I would love to see people dress better overall and this helps just a little bit, I’m all for it!

Access is key to improvement in everything from education to health care, why not fashion?

By: Rashida

Rashida — Tue, 23 Jun 2009 19:09:55 +0000

I think it’s a great thing to do. I mean it’s good for sales and in this troublesome economy, people want to buy luxury but they cannot afford it. This gives people hope makes them feel good and the companies make money!

By: B

Tue, 23 Jun 2009 18:57:28 +0000

You get what you pay for. I am sure the quality of Choo in H&M cannot be compare to the real deal. I think those so call designer shoes @ Target were over priced, with awful quality. Just becuase they put a designer name on the shoes doesn’t doesn’t mean they are designer quality. a cheap shoes still a cheap shoes with name or no name.

By: Mary

Mary — Tue, 23 Jun 2009 18:28:12 +0000

Didn’t Chanel or Lagerfeld design for H&M years ago? The product still collects $$$$ on Ebay and has not diminished the worth a bit. I see it as smart-they introduce a beginning market consumer with a tiny(ish) pocketbook to the brand and they will go for the real thing if they have the money later on, if the cheaper product was made right. Remember-some of the Target collaborations tanked because they fell apart right away. Chanel still trolls around making a killing and is still high end. The only way this can possibly hurt Choo is if it is treated as a cheap collaboration and no quality is put into the end product.

By: purly

purly — Tue, 23 Jun 2009 18:16:56 +0000

I’m a bit disappointed to see designer after designer put their names and stamps of approval on items that are of so poor quality.

A few times now I’ve gone to Target to check out a line, only to discover that it lacks the essential luxury that defined the brand for me.

If these designers are serious about producing cheap luxury items, they should be looking to Michael Kors as an example. His MICHAEL like is both cheap and high quality.

By: bagpoor.blogspot.com

bagpoor.blogspot.com — Tue, 23 Jun 2009 18:14:06 +0000

i remember being shocked when Isaac Mizrahi debuted his collection for Target, but now that a ton of high-end designers are doing it…who cares? in general i agree with amanda and victoria…buy what you like and try to purchase investment pieces instead of trendy, fad items.

By: Emily

Emily — Tue, 23 Jun 2009 17:43:11 +0000

I work for H&M and love high end desingers! I think in this economy and with the mindset of today it is a very good thing. It means everyone can have a little piece of luxury without having to break the bank. I don’t think that it takes away from the designer at all. Think of it as what marc jacobs has done with his marc by marc line. Or the new leather burberry tote for a steal and $500! Designers are feeling the economy too. They want to keep doing what they love and providing for those who love what they create. I can think of no better company I’d rather see a designer collaborate with than H&M!

By: janis

janis — Tue, 23 Jun 2009 17:36:51 +0000

I am very disappointed that Choo has decided to do this. I have been a fan for years and own quite a few bags and shoes by Choo. I will be curious to see how the line does, tho.