Target is looking to fashion to help boost its falling sales. In the latest of a decade-long string of collaborations with buzzy fashion names - from young brand Proenza Schouler to Alexander McQueen's "McQ" line - Target has found a sweet spot between prohibitively expensive high fashion and bottom-of-the-barrel fast fashion being churned out by the likes of H&M, and now it is tapping Spice Girl-turned-designer Victoria Beckham - who recently teased looks from a limited-time collaboration that go on sale next month - to maintain its fashion momentum.
"I wanted to offer a collection of clothes to women who either couldn't afford designer prices or didn't want to pay designer prices," Beckham told The Associated Press. "Target is about being inclusive and that is something that is very important to me as a brand as well."
As noted by the AP, "Target pioneered these designer partnerships in the 1990s but has seen the formula copied since then by competitors like likes of H&M and Gap. These limited-time collaborations can ignite interest in brand, but come with risks as well. Demand for the 2011 collection with Italian designer Missoni drew frenzied crowds and overwhelmed the web site, angering shoppers."
Success is not guaranteed, though. No shortage of these items end up on Target's sale racks.