Over the past few months i have been reading about the rise of “new, unknown, young, hip” designers coming to stores all over. These designers have been spotten in well known stores everywhere, two of favorites being GAP and TARGET. Some of you may have even been buying products from the Target “new designer” collections, or even GAP for that matter with there new white line. Oppurtunities like this are allowing more american and european deisgners to invade the United States fashion world, and allow oppurtunities for almost ANYONE to get their designs out there to the public.
Lets first look at GAP, designers like Rodarte, Kate and Laura Mulleavy, the sisters from California behind Rodarte, sell couture dresses that usually cost thousands, whereas their white shirtdress for Gap cost a mere $88.This give Rodarte a huge chance to reach a wider audience that they would not usually appeal to. GAP shoppers are not out to spend a fortune on couture, they want khakis, or a cute preppy style that is affordable. GAP has recently had problems with losing one of there top executives, so i am not suprised that they decided to create the “Gap Design Editions.” It seems that sales are doing quite well for them, but anything is quite an increase from over there past few years. This might be the idea that GAP needs to get themselves back on track!
The below article actually talks about the Rodarte dress selling out online!!!
(http://blogs.mercurynews.com/aei/2007/04/rodarte_dress_for_the_gap_sold_out_online.html)
(Look for yourself at other items for gap!!!! http://www.gap.com/)
Then there is Target, not only have they been growing over the years with super target and all, but they do a designer collection every month that draws an audience back into the store. I will be the first to admit that i love target, i could go in there 3 times a week and spend at least $ 50 every time!! (c’mon you know u could too. haha) But now i go into target looking for the new designers. I have purchased items from Proenza Schouler, Behanz Sarafpour, and Patrick Robinson…just to name a few . The clothes are new, and different, and i love that. I think that is one of the many reasons why target decided to run this line and also so that every teen, or adult will be able to purchase designer clothes at affordable prices!
http://designersfortarget.com.au/menu.htm (check out JOSH GOOT! in stores June 19th!!)
Designers have become such a huge deal to a younger generation over the past few years, and i think that the “designer” and “name brand” phase is going to continue for years to come. I would not be surpiused to see other retailers to joining on the train and do the same thing. Even H&M has used Madonna in the past few months to up there image. More and More people are getting the oppurtunity to sell there designs, and i advise all of you to start looking in how to get into this! I know it is not as easy as it sounds, but the possibilities and oppurtunities are out there!
Below are just a few designs from RODARTE (www.style.com)
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