The Target-Neiman Marcus-CFDA collaboration is certainly unprecedented, but it may simultaneously be another indication that the mass market collaboration mania is finally on its way out. It's not fair to compare it to the epic Missoni for Target collaboration, but if we are, this collaboration, which features designs from 24 American designers, doesn't even come close to that. While the goods have reportedly been selling pretty well at Neiman Marcus locations, the same cannot be said for Target. The mass market retailer's website is still fully stocked with a few exceptions.
A retail analyst told the WSJ that the sales were far less than expected, especially when the headlines leading up to the event were among the likes of: "The Ultimate Collaboration" and "Target Holiday Collab Lands Saturday, Prepare Yourselves Now." I'm not making my decision regarding the state of designer collaborations just yet. Prabal Gurung is set to debut his collection for Target in February, and I have a feeling that he may receive the overwhelming response that was expected for the CFDA collaboration.
On a positive note, the Target-Neiman Marcus-CFDA collaboration undoubtedly gave some of the young and/or less mainstream design labels a boost in terms of consumer awareness of their brands. Target is notorious for their big advertising budgets, that are infinitely larger than what emerging designers can spend. As such, Rodarte, Eddie Borgo, Joseph Altuzarra, Prabal, Band Of Outsiders, etc. have likely benefited from this collab despite the less than stellar sales.