IS LUXURY A DIRTY WORD?
It’s a question that marketers in this economy are pondering. The answer is no – luxury is not a dirty word, but it is a different word with different meanings from the mid-2000s. Case in point: Neiman Marcus and Target – formerly ends of the retail spectrum (in terms of price points) are now teaming up to bring luxury to the masses with a collection of 50 amazing, affordable holiday gifts designed by the crème de la crèmeof the fashion world, including Diane von Furstenberg, Tracy Reese, Robert Rodriguez and Marchesa.
That’s quite a departure for the high-end department store, whose Christmas Book serves to redefine expectations of Santa with exclusive items like…
But then again, when NM started accepting all major credit cards last year, we knew the luxury tide was taking an inclusive turn…for the better, in my opinion. The key is keeping style special, and that’s something this collection promises to do.
Want to shop the clothing, accessory and home items from this ultra-luxury / mega-mass retailer collaboration? Well, if last September’s Missoni collection launch frenzy is any indication, you’d better be ready to buy when it launches December on-line and in-store. (The Missoni launch drew more traffic to Target than Black Friday sales!)
This newsworthy effort will be launched with an all-out multi-media marketing campaign including online, print, out of home, TV, and social media. Karlie Kloss will be the face of the upcoming advertising campaign. Other well-known creative players include; photographer Quentin Jones (known for his work with Chanel and Victoria Beckham) and Alex White, former fashion director for W, styled the ads.
~ Meredith Aman, Account Supervisor, The S3 Agency
[Editor’s note: who’s cooler than DVF? Nobody.]