5 Reasons the Target x Neiman Marcus Collab Tanked

The Target x Neiman Marcus holiday collaboration was the supercollab to end all supercollabs: A partnership with the CFDA and all its most famous members, to be sold at Neiman Marcus and Target. It launched following not only tons of media buzz, but also TV commercials (that seemed to air constantly) and even an elaborate Revenge tie-in. Everyone from Zoe Saldana to Leighton Meester went to the launch party. And yet, it tanked. Here's why:
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Dhani Mau
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The Target x Neiman Marcus holiday collaboration was the supercollab to end all supercollabs: A partnership with the CFDA and all its most famous members, to be sold at Neiman Marcus and Target. It launched following not only tons of media buzz, but also TV commercials (that seemed to air constantly) and even an elaborate Revenge tie-in. Everyone from Zoe Saldana to Leighton Meester went to the launch party. And yet, it tanked. Here's why:
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The Target x Neiman Marcus holiday collaboration was the supercollab to end all supercollabs: A partnership with the CFDA and all its most famous members, to be sold at Neiman Marcus and Target. It launched following not only tons of media buzz, but also TV commercials (that seemed to air constantly) and even an elaborate Revenge tie-in. Everyone from Zoe Saldana to Leighton Meester went to the launch party. And yet, it tanked.

While previous Target designer collaborations have sold out in minutes, this one still has a surplus of inventory after a month (the biggest shopping month of the year) on shelves. Currently, items are on clearance for up to 70% off (good thing I returned that $130 Thom Browne jacket that is now $38!). But why?

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4. It was too expensive for Target. So maybe $130 for a Thom Browne blazer is reasonable for a Thom Browne or Neiman Marcus customer (and the quality actually was pretty decent if you ignored the almost comically large "Made in Taiwan" tag inside), but if you're a Target customer, that's just kind of ridiculous.

5. It just didn't add up. As Lauren put it, "America's biggest luxury department store linked logos with America's biggest competitor to Walmart." Which... just doesn't really make sense. Time points out that Neiman's is aspirational, known for luxurious, unattainable (for most), whimsical items no one really needs (see: Their holiday catalog)--it's the very antithesis of what Target is all about. "The brand isn’t really considered trendy or edgy; instead, it’s the vanguard of aspirational consumerism," Martha C. White writes for Time. "And it would seem that a brand image reliant on the idea of old-money luxury clashes with the egalitarian ethos of cheap-chic fashion."