- Hoping to follow the trend of previous designer launches, Target failed to deliver with the new Neiman Marcus line that was not only over-priced for the discount retailer, but also lacked the style that Target shoppers have come to expect.
- Notable items were praised for their style, but overall, the line was embraced as less shabby-chic and more thrift-store tacky by consumers citing the terms "cheap" and "overpriced."
- Floor marketing of the collection also played a role in the failure of the line with its placement being towards the back of the store with a lack of proper presentation and sloppy in-house marketing.
From the article:
"...Target’s collaboration with Isaac Mizrahi roughly a decade ago introduced the mashup of high fashion and cheap prices that endeared Target to fashion-forward frugal shoppers. Its partnership with Italian designer label Missoni was so popular it prompted long lines, sellouts within hours, and a surge of traffic so big it crashed Target’s website.
The Neiman Marcus collection was supposed to leave that in the dust. The discounter even imposed purchase limits and beefed up its website in anticipation of a mad dash for the goods. In Target’s third-quarter conference call last month, president, CEO, and chairman Gregg Steinhafel told analysts it would be “a stretch” to imagine the collection not selling out in a week’s time..."
