6 Reasons Fashion Brands Fail to Thrive

Many apparel, shoe or accessory brands fail to grow, thrive or evolve over time. Fashion is discretionary. Clothing, footwear,  jewelry, handbags and accessories are emotionally driven purchases. Brands are much more than products, they are a total experience.

Consumers must identify with the implied promise of the brand to become loyal customers. Here is a slide show of the 6 main reasons that fashion brands fail to thrive and some of the stellar brands that are knocking it out of the park:

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Neimans & Target Abomination

Neiman Marcus and Target released their much-talked-about holiday 2012 collaboration last week. I call it an abomination not a collaboration. This collection of random home and apparel items designed by well-known designers, like Carolina Herrera, Jason Wu, Rag and Bone, Tory Burch, Tracy Reese and Diane Von Furstenburg are poorly designed, low quality and strangely merchandised.  

The packaging is also big-box boring. They could have used high-end packaging to create a perceived value for the jewelry boxes, letter openers, lunch boxes, purses, glasses, dog accessories, etc. Instead they took the discount low-road and dished up the products to please the distribution center, not the customers.

This collection is just excess inventory and hype for Target stores and an embarrassment for the Texas-based bastion of luxury.  Shame on you Neiman Marcus, for putting your gold-plated name on some of the priciest drek I have ever seen. If you wanted to entice the aspirational luxury customer, you could have turned to your vendors to create some special value handbags, accessories, sweaters, tech cases and other compelling giftables. This Target collaboration can’t hold a soy candle to previous home runs like Liberty of London and Missoni. It will confuse and disappoint customers on both of the ends of the spectrum.

This public relations stunt has gone horribly wrong. These strange bedfellows have given birth to some very strange children. 

Products from the Neiman Marcus and Target holiday 2012 collaboration.

Products from the Neiman Marcus and Target holiday 2012 collaboration.

Dix&Pond is the blog of www.dixandpond.com Creative and strategic consulting for retail and wholesale apparel, shoe and consumer product companies.

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