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  • Aesthetics + Economics is my attempt to find an outlet for an intense interest in fashion and design in general. My aims are twofold: to find interlocutors so that I might refine my knowledge of the inner workings of fashion and the design-oriented business world, and to share that interest and information with fellow fashion devotees! Comments are VERY welcome. Please tell me what you think, whether it be to agree, disagree, argue, or enlighten me. The banner image features a picture from "Bad is the New Good" photographed by Eugenio Recuenco.

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Comments

minhphin

Very interesting blog - i'm loving the analysis of the intersection of fashion and economics.

Regarding 'massclusivity' - I would tend to agree with you: there seems to be a veiled hypocrisy in the idea of high end designers going mainstream at Target, Nine West, et al., when said designers' massclusive products are barely available to the average consumer. However, I was surprised to find an abundance of Paul & Joe for Target at my local Tar-Jays, way out here in the suburban Bay Area...

misty ann

i also wonder this; is the average consumer who is going to be purchasing nine west shoes going to really care that vivienne westwood designed a pair of pumps? is the typical target shopper going to really be scrambling for behnaz sarafpour's collection?

and furthermore, is the person who recognizes these names and cares going to actually shop at nine west? don't get me wrong, i'm not trying to sound uppity, but it seems a bit...skewed, i suppose.

let's just say that i'm not holding my breath for charlize theron to exclaim on the red carpet that her shoes are nine west by vivienne westwood, you know?

Elsa

Oh misty ann...thanks for your thoughtful comment. Clearly, Charlize Theron is NOT going to be purchasing Nine West for Vivienne Westwood--neither I, nor executives at Nine West or the designer Vivienne herself are holding their breath for her or any celebrity or regular consumer of "normal" Vivienne Westwood products to do so. Well...perhaps a few die hard Westwood fans would venture to Nine West to secure a few of the lower priced items (as many a Stella fan battled it out at H&M when her line hit stores). But generally, you're dead on.

The thing is, "massclusive" lines are not meant to be perfect substitutes for the regular designer lines.

These product lines seem to be aimed largely (but not exclusively) at consumers who would not consider shopping at Nine West or Target if not for the "massclusive" product offerings. In this way, Target and Nine West might draw in more customers...which is always good for business. Offering massclusive products is also a good way to keep your customer base interested. And this is also a good strategy for competing with "good" stores that offer "higher end" products than Target or Nine West.

Does that help to clear up some confusion?

minhphin, thanks so much! I hope to see you back. As for the hypocrisy...well, I would hate to put down Vivienne Westwood as I actually really respect her work. However, when one realizes how exclusive the massclusive products she designed for Nine West really are...well, it's hard to swallow the statement she made about "changing the world." In any case, while it may not be a very revolutionary move on her part...I view it as a positive development.

thepeppers

Interesting article. I definitely like the Behnaz and Paul & Joe lines that have been at Target. I think massclusive products do introduce the average american to something new and fresh that they might not otherwise find. While the average target shopper may not be going to Target just to see the Behnaz collection, they might come across it while shopping there for something else and have their eyes open to something new. And while I would be going to Target just to get the brocade skirt from Behnaz, I certainly don't mind paying less for it, it leaves me more money for my creme la mer. BTW, do you know if the H&M in metro center will carry the Viktor and Rolf line? In your opinion, is that line worth checking out in the store?

Elsa

Hey thepeppers!

I agree.

As for the Viktor & Rolf collection for H&M, according to the H&M website the only DC store that will stock it is the one at 2025 F St. Although I love Viktor and Rolf (their actual clothes fit like a dream...oh my gosh), I'm not as excited for their H&M collection as I was for Karl or Stella for H&M after seeing the photos. That's just me, though. I will probably pay a visit to the store to check it out, or even just to witness the chaos of the opening day...will I see you there?

thepeppers

I think you mean 1025 F Street, which is the store located in between Metro Center and Chinatown. I am still on the fence as to whether I will go down there on Thursday. I definitely won't be waiting in line for hours, but I might stop by and see if it's crowded and if not, then go in. I read somewhere that if you don't go the opening day, that it is recommended to go 2-4 days later, because that is usually when people start returning stuff so their stock may be better.

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