To Collabo or not Collabo?That is the question



More than a decade after Karl Lagerfeld’s collection debuted at H&M, high-low partnerships are still a formidable marketing strategy for fashion designers and retailers. But what does a designer collaboration need to accomplish to be considered successful?

So, Lilly Pulitzer has never excited me. Target is set to launch their 250 piece collection with the old school Palm Beach brand on April 19th. It reminds me of “toddlers and tiaras prints meets the Hamptons” for grown ups. Vomit worthy in my mind. It’s just my option. Please don’t kill the messenger. So, I ask will Target have another successful collabo? I believe it’s safe, fun and aspirational, so probably. I will not be purchasing any of this collection. I’ll leave this one for my “ladies” who brunch. I’m a “bitch” who brunches…

Let the professionals run down the numbers for us-

High-low collaborations, when it comes to it, are about marketing. And marketing isn’t always directly about money. It’s about the promise of it.

The designer, who is being paid a nominal fee to participate, is devoting resources he might not have to create a range of products that are often not as high of quality as he’s used to. That’s a risk, financially and strategically. The return, however, is worth it. The designer gets the sort of global advertising campaign he couldn’t afford for another 10 or 20 years down the line. When you think about it like that, who cares if the goods are only in a few stores?

For the retailers, the hope is to drive foot traffic. Yes, it’s great if the product flies off the shelves. But it’s more about shaping store perception for those who are not yet customers, and also helping to further drive home store messaging for those who are already shopping there. “The magic of these is when you get crossover between their guest and our guest,” Stacia Andersen, senior vice president of apparel and accessories at Target, told me at the Lilly Pulitzer launch.

Past collaborations above from
left to right: Missoni for Target, Isabel Marant for H&M, Peter Pilotto for Target, 3.1 Phillip Lim for Target, Alexander Wang for H&M, Altuzarra for Target. Photos: Target and H&M
Past collaborations above from

Some if this blog was taken from


About crazechameleonstudio

Craze Chameleon Studio established in 1999 by founder Aisha Keys, a native Washingtonian, is one of the must vintage clothing collections in D.C. At the age of 23, her distinct fashion style turned the heads of many people on the streets of D.C., thus propelling her into a career as a personal shopper and fashion stylist to aspiring models, vocalists, musicians, and local fashionistas. Because of her ability to change her look from day to day, she was nicknamed the Chameleon; thus creating Craze Chameleon Studio. A studio of vintage clothes from the 20’s – 60’s. At the Studio, Aisha creates masterpieces utilizing her creative eye and vintage pieces. “…through my original style and vintage apparel, I show people how to put it all together and create their own unique fashion statement.” Aisha Keys. Craze Chameleon Studio has carved out its own niche among vintage retailers by providing up to the minute fashion that looks as if it is off the runway today, but is an original garment from fashion past. Since opening in 1999, CCS has been one of D.C.’s vintage clothing resource and one of the most celebrated vintage destinations in the D.C. area; supplying clothes to many retailers in the metropolitan area like Kaur, Nana, Meeps, Crossroads, Buffalo Exchange, Reddz Trading and Mustard Seed. CCS has an incredible array of vintage clothing from cocktail dresses, furs, suits, designer garments, accessories for men and women, and household collectibles and furnishings. There is an exclusive collection of used and dead stock items at the studio. To make an appointment call 2022008892 or email

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