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Jovovich-Hawk for Target
- Thread starter lucy92
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the go international design lines do cater to girls in junior high. the target audience is 15-25.
however, with the departure of isaac mizrahi of target maybe we will get a designer that caters more to older women...
however, with the departure of isaac mizrahi of target maybe we will get a designer that caters more to older women...
MicheleIman
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I can't wait for the dresses!
there was a story in todays wwd about target's apparel lines. it explains the delay in putting out jovovich hawk (it may have something to do with the slowdown in the economy and the impending recession here)
-One criticism of Target is that "they're constantly making little bets with Go and other brands. Merona and Cherokee are the more basic parts of their program," said a retail consultant. "The problem is on overall trend identification." Mossimo, a multiproduct brand, has been a staple at Target since 2000 and is still very much a part of the assortment. And Target is said to be launching Whim by Cynthia Rowley in April, but there won't be any apparel, just novelty items such as outdoor games and inflatable pools.
Go International, the retailer's short-term tie-ups with young designers such as Proenza Schouler, Erin Fetherston and Behnaz Sarafpour, has long raised questions about how much revenue it generates in Target stores. While building the profile of the young designers, the collections generally aren't sold in all Target stores and are seen by many as primarily a marketing exercise. And even here, Target is facing increasing competition with fast-fashion lines: Where once it had the field to itself, stores such as H&M are now signing up the likes of Roberto Cavalli, Karl Lagerfeld and Stella McCartney.
Erin Armendinger, managing director of the Jay Baker Retailing Initiative at the Wharton School of the University of Pennsylvania, said the frequency of Go may be a lot for the average consumer to digest. "The collections were supposed to be out for three months, then they shortened it to six weeks," she said. "It's too much for the consumer, given that the designers are a little quirky and too out there."
What also may be ailing Target is what's ailing the industry at large: a decided lack of salable newness. A lack of novelty along with a tough economy is a double whammy for the discounter.
Bill Dreher, a retail analyst at Deutsche Bank, noted Target reined in its buyers as the economy worsened, which led to the drab assortments. "As far back as April, when they started recognizing the [economic] slowdown, management was clamping down on buyers to reduce risk in form of inventory levels as well as the variety of the product," he said. "We interpreted that to mean that they were limiting buyers to the more mainstream fashions and colors, those more likely to be accepted and have very strong sell-throughs. They limited the creativity of the buyers because they wanted to reduce inventory risk. They only wanted to go with the strong sellers."
Mizrahi's departure will put pressure on Target to inject some newness into its assortments. "I wouldn't be surprised if Target ends up picking one of the Go designers for a 12-months-a-year program," said Dreher. "Given the nature of the business, consumers are moving away from apparel. They're losing a designer in a category that's not doing well right now. It wouldn't behoove the company to find a household name who one day stood for premier fashion and no longer does. I suspect they're going to go out and find another has-been designer to provide class for the masses."
In addition to Mizrahi's business in stores, there's a large wedding and party shop on the Target Web site, featuring gowns, veils, headpieces, gloves, bridesmaids dresses, shoes, handbags and formal dresses. Many, but not all, of the products carry the Mizrahi label. "They haven't really disclosed what they'll do with Isaac's bridal business," Hood said. "Other [designers] will come in and do that. At least for the time being, they'll continue to grow it. Bridal is successful."
But, while the seesaw appears to be flipping, with Wal-Mart now on the rise, there's little doubt Target's apparel business will get back on a strong growth track. "They've got a strong track record developing merchandise content and developing ideas," said Seesel. "This is more macroeconomic." -
-One criticism of Target is that "they're constantly making little bets with Go and other brands. Merona and Cherokee are the more basic parts of their program," said a retail consultant. "The problem is on overall trend identification." Mossimo, a multiproduct brand, has been a staple at Target since 2000 and is still very much a part of the assortment. And Target is said to be launching Whim by Cynthia Rowley in April, but there won't be any apparel, just novelty items such as outdoor games and inflatable pools.
Go International, the retailer's short-term tie-ups with young designers such as Proenza Schouler, Erin Fetherston and Behnaz Sarafpour, has long raised questions about how much revenue it generates in Target stores. While building the profile of the young designers, the collections generally aren't sold in all Target stores and are seen by many as primarily a marketing exercise. And even here, Target is facing increasing competition with fast-fashion lines: Where once it had the field to itself, stores such as H&M are now signing up the likes of Roberto Cavalli, Karl Lagerfeld and Stella McCartney.
Erin Armendinger, managing director of the Jay Baker Retailing Initiative at the Wharton School of the University of Pennsylvania, said the frequency of Go may be a lot for the average consumer to digest. "The collections were supposed to be out for three months, then they shortened it to six weeks," she said. "It's too much for the consumer, given that the designers are a little quirky and too out there."
What also may be ailing Target is what's ailing the industry at large: a decided lack of salable newness. A lack of novelty along with a tough economy is a double whammy for the discounter.
Bill Dreher, a retail analyst at Deutsche Bank, noted Target reined in its buyers as the economy worsened, which led to the drab assortments. "As far back as April, when they started recognizing the [economic] slowdown, management was clamping down on buyers to reduce risk in form of inventory levels as well as the variety of the product," he said. "We interpreted that to mean that they were limiting buyers to the more mainstream fashions and colors, those more likely to be accepted and have very strong sell-throughs. They limited the creativity of the buyers because they wanted to reduce inventory risk. They only wanted to go with the strong sellers."
Mizrahi's departure will put pressure on Target to inject some newness into its assortments. "I wouldn't be surprised if Target ends up picking one of the Go designers for a 12-months-a-year program," said Dreher. "Given the nature of the business, consumers are moving away from apparel. They're losing a designer in a category that's not doing well right now. It wouldn't behoove the company to find a household name who one day stood for premier fashion and no longer does. I suspect they're going to go out and find another has-been designer to provide class for the masses."
In addition to Mizrahi's business in stores, there's a large wedding and party shop on the Target Web site, featuring gowns, veils, headpieces, gloves, bridesmaids dresses, shoes, handbags and formal dresses. Many, but not all, of the products carry the Mizrahi label. "They haven't really disclosed what they'll do with Isaac's bridal business," Hood said. "Other [designers] will come in and do that. At least for the time being, they'll continue to grow it. Bridal is successful."
But, while the seesaw appears to be flipping, with Wal-Mart now on the rise, there's little doubt Target's apparel business will get back on a strong growth track. "They've got a strong track record developing merchandise content and developing ideas," said Seesel. "This is more macroeconomic." -
softgrey
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behnaz sarapfour should take over the mizrahi spot imo...
she used to work for him when he still had his RTW collection and her stuff looks just like that 'holly golightly' type thing that mizrahi always does ...
she used to work for him when he still had his RTW collection and her stuff looks just like that 'holly golightly' type thing that mizrahi always does ...
i was also thinking isabel toledo might be good at taking over at target. behnaz would be a good choice also.
although partially i think that the retail experts quoted in this excerpt might not know what they are talking about. we dont know exactly how much the go designers are getting paid. (although proenza schouler was apparently paid 1 million altogether). and we dont know what their royalty rate is for each garment.
the issac mizrahi line at target pulled in 300 million last year. so im guessing that 4 go designers last year certainly made a profit for target....it certainly would be nothing to sneeze at (which is what these retail experts are doing)
plus i dont think that target is shying away from designers at all. dwellstudio's Christiane Lemieux has new home and baby lines at target right now...
i think the jovovich hawk iline will be reasonably sucessful. this is the first time that target will have a celebrity spokesperson (in the commercials). so im guessing this may be one reason why they picked JH.
although partially i think that the retail experts quoted in this excerpt might not know what they are talking about. we dont know exactly how much the go designers are getting paid. (although proenza schouler was apparently paid 1 million altogether). and we dont know what their royalty rate is for each garment.
the issac mizrahi line at target pulled in 300 million last year. so im guessing that 4 go designers last year certainly made a profit for target....it certainly would be nothing to sneeze at (which is what these retail experts are doing)
plus i dont think that target is shying away from designers at all. dwellstudio's Christiane Lemieux has new home and baby lines at target right now...
i think the jovovich hawk iline will be reasonably sucessful. this is the first time that target will have a celebrity spokesperson (in the commercials). so im guessing this may be one reason why they picked JH.
rollagasper
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I think their flowery prints really appeals for spring, especially since flowers were allover the place on the runways... I want a flower print dress.
shoppingirl89
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i can't wait!! when is the exact release date??
March 2
shoppingirl89
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March 2
THANK YOU!!
shoppingirl89
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really?? which issue? i would love to see it!
shoppingirl89
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ohhh! i havent had a chance to go through it yet! thanks for sharing!
there are quite a few pieces in the new teen vogue
the aforementioned 3 page ad. (it shows a wrap ruffle dress with dots on it, the flowered blouse -also in bazaar- , flared culottes, a floppy black hat, a chevron striped top)
theres a slightly ruffled vest for 30$
a striped tee shirt with a bird on it for $15.
so far the only thing i want to try on are the jeans that were shown in seventeen magazine...
and one more important thing. the business analysts in the wwd excerpt were right.
Jovovich hawk is only going to be in stores for 6 weeks! it ends april 12th.
the aforementioned 3 page ad. (it shows a wrap ruffle dress with dots on it, the flowered blouse -also in bazaar- , flared culottes, a floppy black hat, a chevron striped top)
theres a slightly ruffled vest for 30$
a striped tee shirt with a bird on it for $15.
so far the only thing i want to try on are the jeans that were shown in seventeen magazine...
and one more important thing. the business analysts in the wwd excerpt were right.
Jovovich hawk is only going to be in stores for 6 weeks! it ends april 12th.
shoppingirl89
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oh wow! thanks so much for posting lucy92!
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