Missoni’s Misguided New Collection
If you cant beat ’em, join ’em is an age-old phrase proving especially poignant for Missoni these days. The brand that has become synonymous with high-quality knits and eye-pleasing zigzag patterns is expanding. “Tired of counterfeiters exploiting the house’s iconic patterns, starting with pre-fall, Angela Missoni introduced four capsule collections dedicated to zigzags, space-dyed motifs and black,” says Women’s Wear Daily. The collections will sell at select Missoni stores around the world, but they won’t be cheap.
In fact, given the price points attached to the iconic pieces it’s unlikely the collection will really compete whatsoever with counterfeiters. “Wholesale prices range from $257 to $429 for knitwear and from $500 to $857 for a matching dress-and-cardigan ensemble, while coats go for $957,” says WWD. Meaning, at retail the clothes could easily cost twice that. In reality, the brand, which is expecting a 10% drop in sales in 2009, would be better off doing a limited edition designer collaboration with the likes of Target or H&M; or at the very least offering alternatives that don’t cost upward of $1,000.