Target + Neiman Marcus Collection
By : | December 18, 2012

Collaborations among different brands are not unknown or unheard about. In fact a lot of times it is a recommended marketing activity wherein two brands come together for a mutually beneficial relationship wherein they leverage each others strength to achieve a specific goal. Objective could range from creating extensive noise to generating significant coverage in both offline and online mediums and sometimes even reaching out to a brands new potential audience.


Of course there is an unsaid rule for such linkages where normally brands from similar industries or belonging to different leagues refrain from coming together on one platform. That’s exactly the reason why when an exclusive Luxury Retailer decided to collaborate with a more widespread mass retailer, both being at completely different ends of the spectrum of the same industry; it did managed to create quite a bit of upheaval. Target corporation a discount retailing company came together in a exceptional venture with one of America’s top luxury department store chains Neiman Marcus wherein both decided to jointly sell a limited edition assortment of exclusive clothing, home goods, and even electronic accessories created by 24 high-profile designers.


This much coveted list included renowned designers like Marc Jacobs, Diane Von Furstenberg, and Oscar de la Renta. Popular young names like Altuzarra and the Rodarte sisters, contemporary designers like Lela Rose and Rag & Bone, and accessories designers like Brian Atwood and Judith Lieber. The result is 50 fabulous and unique holiday gifts that range in price from $7.99 to $499. There are gift wrappers from Rodarte, Christmas balls from Jason Wu, a lunch box with a funky pattern from Tory Burch, a cool skateboard from Derek Lam, dresses for girls from Marchesa, pet accessories from de la Renta, preppy blazers from Thom Browne, spiked accessories from Eddie Borgo and many more.


Now, most other brands would be extremely reluctant to envision such an alliance or even a situation where a limited edition designer collection was made available at outlets both contrary to each others perception one a discount chic store the other an elite paradise. What primarily worked for Neiman Marcus in this scenario was the kind of appreciation and credibility that they have garnered for taking the risk of not being snobbish and being ready to make even Luxury.affordable! In Target case they have in the past partnered with designers for exclusive and yes expensive collections but making them reasonably priced would also be a first for them.

Entering into such affiliation is sure to do wonders for Target by pushing them high up on pedestal but even for Neiman the kind of brand value and brand visibility they have created is a lesson astute marketers can learn from. It goes to show that when it comes to marketing and communication strategies they are no set rules that need to be followed. There should always be an ingenious and creative approach..even a calculated risk taken from time to time to build your brand. After all, this is what in the end will set you apart from the rest and the best!

Aekta Kapoor is the editor of Atelier, a monthly luxury lifestyle glossy published from New Delhi and distributed across 25 cities in India and Europe. She is also the editor of Atelier Diva, a monthly magazine for urban Indian women. Prior to her current role, she was part of the launch team of Marie Claire India.