Retail buyers in the fashion category are offering their consumers something brand new—while at the same time alleviating their risk a bit—by creating limited-edition collections tied to groups of emerging designers or celebrities.
The fact that the names are lesser known gives early-adopting consumers an opportunity to be the first to support a potential future star. At the same time, the retailer is able to hedge its bets to a degree. A group of different designers or celebrities can bring in fans of all, increase the chances that one or more will hit, and offer more variety across the collection. A retailer may even find “the next big thing,” if one of the personalities in the group breaks out.
In many cases the groups of personalities are associated with a single established brand such as a magazine, music label, or network, which also helps reduce risk for the retailer.
The Gap was one of the pioneers in this trend, hooking up with GQ for an annual limited-edition collection tied to four young designers from the publication’s annual Best New Menswear Designers list. The partnership marked its third year in 2014.
In June of last year, Zumiez began selling an exclusive collection, supplied by activewear brand Neff, tied to the Taylor Gang Entertainment hip-hop label, represented for licensing by Warner Music Group. The apparel and accessories were designed with input from the music label’s artists Wiz Khalifa, Ty Dolla $ign, Berner, Chevy Woods, Courtney Noelle, J.R. Donato, and Tuki Carter.
In October, Aeropostale linked with four Vine stars, Nash Grier, Hayes Grier, Cameron Dallas, and Carter Reynolds. The collaboration included pieces created by each of the four in partnership with the store’s in-house designers, marketed under the umbrella brand of the United XXVI Collection. The retailer released a second range with the four Viners in December.
Dress Barn also is taking the multi-designer path, but is featuring a group of established couture labels rather than emerging names. Its new DressBar collection, introduced in October, consists of value-oriented dresses from Adrienne Papell, Carmen Marc Valvo, and Heidi Weisel. The chain is a new entrant into the designer collection space.
Don’t miss the Licensing Trend of the Month, “Wearables: Promise Among Pitfalls,” in Raugust Communications’ March e-newsletter. It goes out tomorrow, March 17. If you’re reading this on the website, you can sign up for the newsletter below; if you’re reading in an email visit RaugustReports (www.raugustcommunications.com/raugustreports/) and use the “Subscribe to the Monthly Newsletter” link in the right-hand column.
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