UPDATE (December 22, 2008): Looks like this was only a rumor. Read following post for more details.
Now, here’s a smart marketing move!
Betsey Johnson, my favorite uber-girly and sexy designer label, is scaling back on their February show and spending the money on a new venture. The label’s CEO Chantal Bacon, according to The Cut, says Betsey Johnson will collaborate with a retailer in launching a limited-edition line. The Cut explains that “one can easily deduce a diffusion line for H&M or Target is probably in Betsey’s future.”
This is a smart investment move because it creates more room to grow in this economy without loosing their brand identity. A “limited-edition” line keeps a designer label looking high-end because it is a limited commodity or a one-of-a-kind deal. Luxury should “seem” hard to come by and entice those who may not have the funds to access high-end brands.
Kudos to Betsey Johnson. You go girl!
5 Comments
December 19, 2008 at 5:02 am
I think it’s a smart move to do a diffusion line, as people are looking to more affordable clothing at this time. I’ve heard a lot of things about ranges at Target, and seen for myself the hype over H&M collaborations so on the PR front it should be invaluable for Betsy Johnson.
However, I think the decision not to show in Bryant Park might be a bad decision, the assumption will be that the company is facing trouble by cutting costs. I think more designers should have the mindset of Karl Lagerfeld, but of course he can pretty much afford whatever he wants!
http://fashiondaydreams.blogspot.com
December 19, 2008 at 2:57 pm
She really amazing. I remember she showed in her showroom instead of the tents a few years ago because to have the budget to do so she would have had to let some staff go.
December 19, 2008 at 3:22 pm
Reena Rai,
It is upsetting that designers are pulling out of Bryant Park. I just hope that this doesn’t continue and Fashion Week becomes a thing of the past. (I know those words are blasphemous…)
- Sarah Essary
December 19, 2008 at 3:23 pm
Patrice,
Wow, even a few years ago there was trouble? Interesting…
- Sarah Essary
December 19, 2008 at 4:38 pm
I believe this was before the accessory line pumped some money into the company