Book chapter
Cobranding Fashion for the Masses
Brand Story, pp 168-179
2016
Abstract
The early twenty-first century has seen the rise of cheap chic and masstige fashion. Masstige has been described as taking traditional luxury designer fashions to the masses through collaborations with mass fashion discount retailers and marketing them as luxury fashions selling at a reasonable price. For example, big-box retailers like Target collaborate with designers such as Isaac Mizrahi, Zac Posen, Alexander McQueen, Anna Sui, Rodarte, Jean Paul Gaultier, Liberty of London, and Missoni. Or who can forget Jill Sanders launching her line with the Japanese company UNIQLO in 2010? I stood in line to see it and was completely amazed to see that the UNIQLO store in Soho had created a special department for these products, Collab + J. One of its latest collaborations was with the musical star performer Pharrell Williams and his collection of “i am OTHER,” which appeared at UNIQLO during 2014 (Figure 12.1), and the retailer continues to collaborate with big names such as the Museum of Modern Art (MOMA) and Walt Disney, which gives these brands a luxury and designer twist....
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Details
- Title
- Cobranding Fashion for the Masses
- Creators
- Joseph H Hancock - Drexel University
- Publication Details
- Brand Story, pp 168-179
- Publisher
- Bloomsbury Publishing Inc
- Edition
- 2nd
- Number of pages
- 12
- Resource Type
- Book chapter
- Language
- English
- Academic Unit
- Retail and Merchandising; Design
- Other Identifier
- 991019296566604721