Unlike a chic downtown boutique, that can pull off the high-low/exclusive-accessible mix, Barneys, the ultimate representation of luxury, carrying a Target line of clothing will do nothing if not, as Michael Lichtenstein, owner and founder of Group L Consulting, a licensing firm in New York City told WWD, confuse and not satisfy the customers. Lichtenstein continues by saying that “it’s one thing to have Karl Lagerfeld do an H&M line. It’s exciting, it’s news and everyone understands what that means. Even if it’s for a short period, it’s going to be a hit. This doesn’t tell anybody what’s happening and why it’s happening. It’s merely doing something to be different than thinking about what the [Barneys] customer wants. I don’t think a Barneys customer wants a Target product.”
This is clearly all about marketing and branding, but will it convert any Barney’s shoppers into Target shoppers or vice versa? Doubtful. It also seems to defeat the purpose of Target’s Go International line. Part of the appeal of the line is that you can buy fashionable clothing at the same place you stock up on toilet paper and pretzels!
Lastly, does anyone remember Kate Moss’s line selling at Barneys? I do – I saw it on the sale rack.
