Innovation. Ideas. Insight.

Barneys + Target = ?

In Innovation on April 29, 2008 at 9:13 am

I love Target, shop there all the time. I think they’ve done a great job of positioning. I think of them as affordable luxury, or at least affordable style. I like Barneys very much too, though I don’t shop there much. To me they are aspirational luxury, or aspirational style. 

So what do I see walking down the street after work yesterday:

(Apologies for the appalling photo, clearly my camera-phone skills need work).

So, this is pretty interesting. Designer Rogan Gregory has put together a collection for Target. It caught the eye of Barneys Fashion Director Julie Gilhart. And so now a preview of sorts will appear at Barneys Co-op before it goes mass at Target. According to FashionWeekDaily: “The collection, which marks the first time Barneys has carried Target merchandise, will arrive in New York and Los Angeles on May 8 and 15, respectively, and will be carried on the Co-op floor. The pieces will only be in stock for five days-after that, shoppers will have to wait for the mass debut.” (Hat tip for all this to racked.com).

As I said, I like Target and I like Barneys, but I’m not sure this is a Chocolate-Peanut Butter marriage. How will regular Barneys shoppers feel about Target merchandise? It may be fine, I’m guessing there are plenty of Barneys regulars who buy stuff at Target, assuming they don’t live in Manhattan. And yet this feels like it’s bringing Barneys down a bit and at the same time, I don’t know if the majority of Target shoppers, especially those not on the coasts, know or care about Barneys.

Will this be the start of a trend, where high and low (or mid) retail form partnerships?  Bloomingdales & WalMart? Nordstrom’s & K-Mart? Hmmm.

 

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