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Target: Missoni

After dropping her daughter off at an Upper East Side private school, my boss’ wife rushed from her Lexington Avenue apartment to our office where the tech guy set up a laptop for her to use. Sternly focused as if she had OD’d on Adderall, she sat down and slammed the keyboard while simultaneously leaning toward the computer screen. Frantically clicking the mouse, she grabbed the telephone – paging her husband, a man who owns a diamond import and distribution company – and hurriedly asked, “Is the site up yet?!”

Like thousands of other women (and scalpers), she was waiting for Missoni’s diffusion line to be available on Target.com . This proved to be fatal as the server crashed due to an overwhelming amount of traffic. Perhaps with diffusion lines, it’s a better idea to sell in-store exclusively, as a way to tell the consumer: “If you want it that badly, put your health at risk, not our reputability.”

The line sells such diverse products as rain boots, children’s clothing, and a bike – a product luxe fashion houses like Gucci and Chanel sell. I haven’t seen the products in person, but the whole vintage bike, chevron pattern, I think, would appeal to hipster, indie types. And of course wannabe label whores.

Target Missoni Success — Target Stock Chart After Missoni

Fortune magazine recently featured a bird’s eye view of the discount retailer’s stock chart, shedding some light on why the Target name has become iconic in itself. It showed that although the designer collaboration with Missoni boosted sales, Target’s stock price still trails behind Walmart’s by close to $2. Walmart’s prices are, in my opinion, much better.

The Missoni for Target experience taught me that, while I knew Target was the go-to for lower-income tax brackets, the “rich” are just as prone to the hype. Go figure why she didn’t just buy a real Missoni sweater.

Kardashian Kollection Takes Sears

After conquering kontemporary klothing by teaming up with BEBE, the kweens of alliteration, the Kardashians, are now making it (even more) mainstream with a “kollection” in store at Sears — a fashion forerunner, to say the least.

While Bebe’s revenue stream is relatively alive and well, Sears has been struggling for years. According to Businessweek, “in August it reported its fourth quarterly loss in five quarters.” Meanwhile, Forbes magazine makes notable mentions of their merger with Kmart in 2005, followed by another declaration of bankruptcy just one year ago in 2010.

I believe their rebuilding started with a new commercial campaign dispatching the “Sears Blue Crew” to re-market their appliances. Now, the retailer has sprinkled some water from the fountain of youth to revitalize their junior clothing targets, using such tactics that coincide with the Abercrombie & Fitch push-up bra.

How many fashionistas will step foot in a Sears to look like Kim, much less Kourtney or Khloe? You’d be as surprised as I was — just take a chance and visit — you’ll see the shelves wiped clean, random leggings hanging from corners, and you may even find a style you want to buy.

Speaking of the Kardashian’s previous collaboration with BEBE, this collection is chock full of replicas reminiscent of the structured jackets and curve-hugging dresses the Kardashians usually wear. And surprise — the price isn’t far off, even with the introductory 30% off.

So why would someone buy trendy clothes endorsed by celebs like the Kardashians at Sears? Simple — Sears’ massive presence in America gives the Kardashians the chance to fill the need the average teenager has for trendy boutiques, even if they live in barren middle-of-nowhere.

The response was so positive, Businessweek even cites that Sears is looking to license the Kardashian Kollection brand, diversifying Sears’ portfolio, especially in an area where it would benefit from an update. This would also help its stock as “Sears would receive a fee for use of its name on products.”

While there is still room for failure, there will always be a red carpet rolled out for a good ol’ fashioned American comeback.

Satisfy Your Kuriosity about the Kardashian Kollection

For Good Measure:
Kardashians for Bebe Fall 2010

B Brian Atwood Shoe Review, Premieres at Saks

Brian Atwood‘s main shoe collection plays it safe with a trio of platform heeled pumps in different colors. B Brian Atwood, however, digs into the successful elements of other designer shoes, such as Roberto Cavalli’s animal textures and prints (as pictured above), Manolo Blahnik’s steel stiletto heels, and Gucci’s cutout bodies.

My absolute favorite B Brian Atwood shoe is the Falcon Leather Knee-High Buckle Boot, which looks like something model Karlie Kloss wore for Dior circa the Fall 2010 ad campaign — when John Galliano still had his sanity, or at least the sense to keep his mouth shut. This goes along with the notion that all of Brian Atwood’s new shoes in the collection borrow elements from other designer brands that make their shoes such great sellers. Thus, making his new line an instant hit.

B Brian Atwood shoes range between $275 – $995, but I noticed some shoes were made in Italy or had the stamp “Vero Cuio” (“Genuine Leather”), while other boots were simply “Made in China”. I don’t agree that the prices are justified but B Brian Atwood hits the contemporary market quite nicely – older women looking for something fresher as well as scavengers looking to pick at something below $200 when they go on sale. Either way, B Brian Atwood focuses on style rather than brand. Although Brian Atwood has struck a cord with those in-the-know, he has yet to make it mainstream as aforementioned Manolo, Cavalli, or Gucci.