As it turns out – bringing consumers in in droves is not as easy as merely teaming up with a recognizable high-line brand and offering one’s middle class customers a chance to own a piece of 1 percenter luxury. It often works – H&M’s pair up with Balmain or Target’s team up with Lilly Pulitzer both lirerally hand customers lining up around the block.
But sometimes I misses – as Target has just learned in its recent pair-up with Finnish designer Marimekko.