Article: Making the Case Against Fast Fashion Collaborations
In his article: “Making the Case Against Fast Fashion Collaborations,” Eugene Rabkin insists that designers and retailers alike are compromising their reputation in exchange for exposure to an untapped market.
“…While ‘cheap and chic’ collaborations have proven extremely popular with consumers, it’s important to point out that, for large retailers like H&M and Target, their success is mostly measured in media impressions, not sales.”
Rabkin argues that designer collaborations are merely collections inspired by the works of designers, and not a true representation of a designer’s work. They offer mass produced clothing that is commercially interpreted as fashion and thus desired by consumers who are made to believe they are purchasing the equivalent of a designer piece.
Although the quality of fashion is disputable, it’s hard to argue the success of such collaborations. Versace for H&M caused a worldwide frenzy, with stores reportedly selling out of the entire collection in less than 30 minutes.
So, why do we love designer collaborations?
Whatever the case may be, designer collaborations are likely here to stay as consumers continue to flock to retail stores in hopes of grabbing hold of what they believe to be a coveted piece of designer “couture.”
Check out the entire article below and tell us what you think about designer collaborations!
Author: Eugene Rabkin
Source: The Business of Fashion
