Ultimate High-Low Collaboration: Neiman Marcus + Target?

In Marketing, What's New, Industry News by Accessories Staff

Holiday Surprise: Merchandise in the Target + Neiman Marcus Collection will bear the logos of both retailers

Dallas and Minneapolis—Whether you call it the ultimate example of “masstige” or a retail version of the Odd Couple, Neiman Marcus and Target’s collaboration of a limited edition gift line for holiday is a true retail phenomenon.

Both Neiman Marcus and Target hope to capitalize on what they each say is an overlap of shoppers.

Upscale shoppers have been drawn to “cheap chic” Target’s capsule collaborations with well known designers such as Missoni, Jason Wu, Jean Paul Gaultier, Mulberry etc. Such collaborations have helped Target draw a more affluent shoppers into its stores than its rivals, such as Walmart or dollar stores.

Crossover of Shoppers

At Neiman Marcus—where Karen Katz, president and ceo, has been keen on drawing in younger consumers—they’ve seen a crossover with Target shoppers, too.

“The way people shop in the last decade, they mix and match,” Wanda Gierhart, Neiman’s chief marketing officer, told The Wall Street Journal. “A lot of Target shoppers shop in our stores.”

And both retailers hope to create a buzz ahead of the holiday season—and boost traffic in their stores. To accomplish this, they collaborated on an eclectic mix of merchandise from 24 American designers, including Jason Wu, Alice + Olivia, Proenza Schouler, Altuzarra, Judith Leiber, Rag & Bone, Band of Outsiders, Lela Rose, Robert Rodriguez, Brian Atwood, Marchesa, Rodarte, Carolina Herrera, Marc Jacobs, Skaist-Taylor, Derek Lam, Oscar de la Renta, Thom Browne, Diane von Furstenberg, Philip Crangi, Tory Burch, Eddie Borgo, Prabal Gurung and Tracy Reese.

This holiday collection consists of more than 50 products (from stationery to sporting goods), retailing from $7.99 to $499.99 but with most items less than $60. The collection goes on sales beginning Dec. 1 in all Target and Neiman Marcus stores as well as online at Target.com and NeimanMarcus.com.

“Target and Neiman Marcus are known for charting new terrain, and by joining forces for the holiday season, we’ve set the stage for a redefining moment in retail,” said Gregg Steinhafel, Target’s chairman/ceo. “This collaboration is unlike anything Target has done before, and we are confident our guests will be thrilled with this extraordinary collection that features some of America’s most preeminent designers.”

Plan to Donate $1 Million to CFDA

“Neiman Marcus and Target share a passion for great design and delighting customers in new and unexpected ways,” said Katz. “These will be the ‘must-have’ gifts, whether you are a loyal Neiman Marcus customer, a devoted Target guest or a fan of American design.”

To celebrate their unprecedented partnership, Target and Neiman Marcus are donating a $1 million to the Council of Fashion Designers of America (CFDA), underscoring, they say, their commitment to designers, in particular the 24, all of whom are CFDA members.

“I can think of no better finale to CFDA’s 50th Anniversary celebration than through this extraordinary designer collaboration,” said von Furstenberg, who’s president of CFDA. “As designers, creativity is our best gift, and with the generous support of Neiman Marcus and Target, we are happy to have created specially designed products as a thank you to share with our consumers and friends.”

Neiman Marcus and Target say they will provide updates as the December launch approaches via ABullseyeView.com and NMdaily.com.


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