Designers Can No Longer Afford to Be One-Trick Ponies
In a yearly round-up of sorts, Women’s Wear Daily took a look at the various fashion brands currently lending their name and expertise to multiple lines. As I’ve mentioned before, the designer collaboration market has been flooded with brands these past few years. From H&M and Target to J.C. Penny and Uniqlo, designers across the board have been launching an endless stream of diffusion collections with big-name retailers (not to mention limited-edition lines are nearly as omnipresent). “Sometimes a designer can have so many different labels and tiers of distribution it’s hard to keep them all straight,” says WWD; but for the sake of trying to make sense of it all, the outlet has schematically broken down major labels and their various lines.
Take ADAM for example: the line’s signature collection retails at the likes of Intermix to Net-a-Porter, while it manages a lower-priced line for Spanish retailer Mango. BCBG, on the other hand, is the umbrella company for five different collections. In powering through the lengthy list, it’s easy to see how widespread the phenomenon has become. Everyone from seasoned houses like Oscar de la Renta and Carolina Herrera to younger brands like Alexander Wang, Derek Lam, and the Olsens are included. In other words, with all of the proliferation, it’s becoming increasingly common for designers to wear multiple hats. The pressure is on to stay ahead of the curve (and to serve a variety of price points), subsequently engendering collaborations and lower-priced lines a plenty. What the breaking point for such expansion is, however, remains to be seen.