To further up its Eco-cred, Target commissioned a 60-piece clothing line from designer Rogan Gregory. Mr. Gregory (who is behind the labels Rogan, Loomstate, Edun, A Litl Betr, and Rogan Objects) is known for using organic, sustainably produced materials in his collections, and most of his labels appear at high-end retailers such as Bloomingdale’s, Neiman Marcus, and Barneys New York.
Gregory’s collection for Target is part of Target’s Go International program, which features a line of moderately priced clothing from cutting-edge designers. Each collection in the Go International program appears in stores for about six weeks at a time. From Target:
All cotton used in the Rogan for Target collection is 100% certified organic, highlighting Rogan’s design sensibility of unique construction and a devotion to environmentally sensitive materials. The exclusive women’s fashion collection will launch on Target.com/go and at most Target stores nationwide on May 18, 2008, and will be available through June 28.
What’s particularly interesting about this line, however, is that Target has crafted an exclusive agreement with Barneys wherein the collection will be sold exclusively at Barneys stores in New York from May 9th to May 11th, and in Los Angeles area stores from May 16th to May 18th. After debuting in Barneys, the collection will become available at Target stores nationwide and online.
What’s interesting about this collaboration between the two retailers is that it’s crafted in such a way so as to be beneficial to everyone involved. Here’s our take on it:
- Target gets exposure in Barneys, winning an opportunity to lure high-end, high-spending customers to its own stores once the collection is no longer available at Barneys.
- Barneys gets to keep all revenues from the collection sold at its own stores. Julie Gilhart, women’s fashion director at Barneys, was quoted in the Wall Street Journal as saying “Doing things that are interesting, new and novel is what Barneys is about. A lot of up-and-coming designers live hand to mouth, especially when they start out, and this gives them a project that helps fund their own business.”
- Customers of both stores get a chance to get their hands on designer duds for a fraction of what they would normally cost. The Rogan for Target line is priced between $14.99 and $44.99.
- Rogan Gregory gets to take a stab at gaining mass appeal, and an opportunity to spread his eco-friendly message to a much larger audience than normal.
Here’s just one more example of how beneficial it can be to partner with an “unconventional” organization.