A Closer Look at Mass Retailer Collabs: How Much Designers Actually Make From Them and How Success Is Measured
As you’re probably aware, a fairly absurd amount of media attention has been focused on Versace’s H&M collaboration over the past few weeks, which is set to hit stores this Saturday. As it turns out, media attention, rather than profits, is often the chief benefit for H&M and other mass retailers who choose to collaborate with designers. In today’s Times, Eric Wilson takes an in-depth look at what exactly designers and retailers get out of these collaborations–from Alexander McQueen’s Target collab to Christian Siriano’s line for Payless.
In theory, and as this article tries to show, designer collaborations are mutually beneficial for the designer and the retailer. The designer gets a hefty amount of money to put towards his or her own collection, as well as increased publicity and awareness among consumers; the retailer gets publicity, profits and raises its cool factor by attaching itself to names like Rodarte and Proenza Schouler.
