Do designer collections for the mass market cheapen the brand?

The announced yesterday that Karl Lagerfeld (the designer for Chanel) will be creating a mass market like for Macy’s. It will include everything from jeans to party dresses.  In the past, there have been a ton of high-end designers jumping on the mass market bandwagon. Just to name a few:

Vera Wang for David’s Bridal

Lanvin for H&M

Zac Posen for Target

Alexander McQueen for Target

Stella McCartney for GAP

Although I think it’s a wise move for the designers to expand their brand to people who would otherwise not have access and a great opportunity to make some serious cash, it makes me wonder… Does having such high-end brands so accessible make it less desirable? The main point of buying something by a designer piece from as Stella McCartney or Zac Posen (aside from the way it looks) is the exclusivity. Not everyone will have what you have. Even though these designers still have their high-end lines now everyone will can essentially  have a piece of the brand. Does it make you want it less if you can get something fab from Karl Lagerfeld at Macy’s as opposed to saving your pennies for a Chanel party dress? What if Louis Vuitton started making bags for Target? Wouldn’t that decrease the value of the $700 speedy 30 you have sitting in your closet? I’m not knocking it, I’m just posing the question.  What do you think?

6 Responses to “Do designer collections for the mass market cheapen the brand?”
  1. missy92985 says:

    I think it brings the value down! When I read that post of vera wang only making wedding dresses for David’s Bridal…she lost her commodity.

  2. missy92985 says:

    I meant she lost her zing…wrong word usage! Lol

  3. imagemaven says:

    Me too! I think she’s either gone certifiably insane or just sold out for the cash. Davids bridal is trash..ok let me rephrase that. There are a FEW very FEW cute dresses in there but 90% of the dresses in there are horrible, why would Vera want to associate her brand with that. The only thing i could think of is money!

  4. Lisa says:

    I believe that the designers have already thought this process out before going to market with the idea. We must remember that we are still in a recession and they have a high risk of losing there regular customers because they are unable or unwilling to shop and spend their usual large amounts of money. This recession has affected rich and poor alike. So as a business owner they must think about their bottom line if they plan to stay in business. There must be a shift in their thinking and an ability to recognize the need for them within a new target market. When you think about it the ultimate goal is to keep the doors of the business open. Because if they don’t they add to this recession and the already high unemployment rate. Also this shift helps to boost the morale of the everyday shopper. This gives them a place of belonging and worth as crazy as it sounds some people base their self worth on these materialistic things.

  5. imagemaven says:

    @Lisa I see your point

  6. Rashida says:

    My theory is, If you can maintain your dream and vision then do what you have to do. As long as its legal ugh lol!

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