Thursday, November 18, 2010

Stella McCartney for Target redux - two weeks in, already marked down

As reported by frockwriter on October 1st, the second Stella McCartney for Target Australia collection was due to launch in 102 stores on October 29th. Last Thursday, Target told Ragtrader that 20percent of the stock had sold out on its first day and that the company was “extremely pleased” with the reaction. Five stores were singled out for special mention, where the 42-unit range had reportedly performed the best. Adelaide's Target Rundle Street, slap bang in that city's busiest shopping precinct, clearly was not one of them however. Because when frockwriter was in town last week for the Adelaide Fashion Festival and checked the store on November 9th, it looked to have almost the entire collection still hanging - and noone looking at it. Five days later, at Westfield Bondi Junction in Sydney – one of the stores flagged by Target as having experienced the highest demand – we couldn’t help but notice this 20percent off banner, top, in the middle of McCartney’s section. And
this is what the Stella McCartney section looks like today in Target Rundle Street (below) - after the entire McCartney promotion was moved away from the front of the store to join the rest of the womenswear offer, reports our SA fashionista-on-the-ground, Selena Battersby.

target rundle street, adelaide, 18th november/selena battersby

To be fair to Target, there was one garment that we could not find in either of the two stores we checked – the heavily embellished sheath dress – so we have to assume that was one of the first items to go. Update 1836 AEST: One reader reports via Twitter that that particular dress was never produced due to manufacturing issues. The dress is no longer included in the Stella McCartney collection images on Target's website. In the FAQs section, Target notes "due to unforeseen circumstances the flower sequin embroidered dress is no longer available". 

Still, we also feel the need to point that some fashion enthusiasts say they were unaware that the range was even at Target. 

Could this perhaps have had something to do with the fact that Target took its time to promote the launch to the mainstream media?

As reported by frockwriter, the fashion editors of at least three major Australian newspapers received neither an invitation to the October 1st unveiling in Sydney, nor even a press release about the imminent launch. 

Six bloggers, on the other hand, were invited to attend on October 1st, with several parties flown in from interstate. As part of a special promotion, the bloggers were required to produce two sponsored (ie paid) posts apiece - with copy approved by the client before publication.

One of the newspaper editors who did not receive materials regarding Stella McCartney for Target 2010 until much closer to the launch date, recalled their experiences with Target's PR division following the release of the company's first McCartney collab in 2007. 

At the time, newspaper reporters who don't have to have their copy approved by anyone other than their editors, reported that initial consumer hysteria had turned to disenchantment - with surplus stock left hanging in many stores and some consumers returning goods.

"They [Target] went into lockdown mode" the editor told frockwriter.


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