I think the only brand that will be damaged is Jimmy Choo. Once you start offering your products at Target and H&M, you’ll be known as a discount brand. It can’t swim back to exclusive luxury once you’ve gone downstream.
The announcement last week that luxury shoemaker Jimmy Choo is creating a limited-edition collection for the bargain merchant H&M makes one wonder whether the high-end fashion market will survive the economic crisis. If the luxury market does survive, it certainly won’t be as dazzling. Bargain designer shoes will sever the connection between product and fantasy. It makes sense that H&M —- which, along with Target, has led the way in bringing a designer point of view to modest price points —- would want to take advantage of the name recognition of this luxury shoe brand. In addition to footwear, the Jimmy Choo for H&M collection will include ready-to-wear, as well as men’s shoes and accessories. It will be sold in about 250 stores worldwide beginning Nov. 14. – from AJC