Do designer collections for the mass market cheapen the brand?
The Fashionista.com 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?