Strange Bedfellows. Barneys and Target Team Up.

May 7, 2008 • Fashion

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According to WWD, Target will introduce its new Rogan for Target Go International line at the Barneys flagship store in New York this Friday until Sunday, and then at the Los Angeles Barneys May 16 to 18. The somewhat odd pairing occurs because Barneys carries designer Rogan Gregory‘s primary line, and will debut his low-priced pieces that run from $15 to $45. Target, meanwhile, also has to rebuild its apparel business after losing its
personification of fashion, Isaac Mizrahi, who’s not renewing his
contract at the end of the year. Not everyone is sold that the pairing will be mutually beneficial; Erin Armendinger, managing director of the Jay Baker Retailing Initiative of the Wharton School at UPenn,
said her reaction when she heard of the arrangement was "sort of
perplexed. I think it’s really odd. I’m not sure what everybody’s
getting from this.
I don’t know why Barneys needs Target. I’m not sure
a Barneys customer is going to be a Target customer. […]You have to be careful with
these partnerships and whose casting what on whom." We’re not so skeptical. The line’s Barneys debut will certainly draw New Yorkers to the store who might not regularly shop there, and more exposure is always good… right?

Read more on the Target-Barneys team here.

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