The Wall Street Journal reports today that Target’s new 60 piece eco-collection will first go on sale at Barneys locations in New York and Los Angeles. Barneys New York will host the first sale event from May 9th - 11th. The collection will then go on sale at Barneys LA May 16-18. Target commissioned the line from noted eco-fashion designer Rogan Gregory. Gregory already designs more upscale lines for Barneys and Bloomingdales. Target’s buying power allowed Gregory to sell his collection for less and still use interesting and dynamic fabrics.
Target has the resources that enabled us to innovate, he says. A mill would say we couldn’t order a certain fabric unless we could promise certain volume. Target leveraged its volume to get what it wanted.
Target looks to use the debut events at Barneys to generate buzz. The line will begin to appear in Target stores at the end of May.
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Can you believe Barneys is going to have $39.99 Target merchandise in its stores? I was blown away by this. Probably the only time I’ll ever be found shopping in Barneys.
I can’t figure it out though - why would Barneys agree to them? More visibility? Get people who wouldn’t normally come into their stores to stop by?
Thanks for the post!
Heather :)
May 1st, 2008 at 2:18 pm
Fantastic brand and business implications here. Target gets buzz and creates demand. In addition, by rubbing up against Barney’s Target pops its brand into a “neighborhood” defined as fashion, specialty, chic and upmarket.
Barneys gets buzz and gets to pop its brand into a “neighborhood” characterized as democratic, fair, simple and affordable. In a macro-economic and cultural climate that puts pressure on luxury and consumerism, the combination of bringing eco-chic to market at a mass price point helps Barneys redefine what luxury means.
The designer gets to create and put product into market leveraging the sourcing and manufacturing power of a mass market partner without compromising his creative vision and reputation.
Consumers win by gaining access to affordable products that look good, feel good, have a bit of status associated with them, and that “do good”.
Bravi!
May 2nd, 2008 at 9:56 am
Check out this Green Home Show promoting awareness to the Green Movement Coming next year to TV, looks good.
It is produced by Carbon America.
Carbon America intends to promote awareness of the world’s green movement and America’s carbon footprint reduction. Their strategies is to show America and the world how being green can be affordable and the return on investment to the planet and our pockets can be sizable. Their intention is to help the global environment by appealing to the general public through the mass media. Specifically, by capitalizing on “Green Game Shows” and “Green Reality Show” trends.
The Show is called “America’s Gone Green” along with two spins off shows “Green Improvements” and “Green Seeding”
“America’s Gone Green”
The Game format is as follows.
The purpose of game show is for America to determine which contestants home is the greenest and has the smallest carbon foot print while retaining mass market appeal or “green sex appeal”. Once the home has been qualified contestants receive cash to improve on their homes and carbon footprint and compete with other qualifying round winners.
The format will be similar to other shows consisting of Subject Matter Experts (SME) as panel judges intermixed with celebrities or other notable figures that are currently identified with the “Green” movement. These SME judges could include professionals and members of organizations such as LEED, Green Building Council, and Energy Star.
The final winner will receive a lump sum cash prize donation for to their favorite Green organization.
The process will consist of qualifying rounds and a final round elimination. Outlined below are the proposed recommendations for each round.
Check out the rest of the Game info at http://www.carbonamerica.net
Looks great, I think these guys got the right ideas appealing to the mass media, what do you think?
January 28th, 2009 at 10:40 pm