In one word, Bob Shultz, a fashion merchandising professor at FIT in NYC summarizes the appeal of stores like H&M and Target: “Price.”
“A store like H&M is great because you can wear a dress for $29 the whole summer and then wash your car with it,” Shultz says. “You don’t have to wear it forever because it’s not so pricey. If it’s $29, a college student or young working gal can deal with that.”
Now that mass retailers like Kohl’s and Target and the cheap chic stores like H&M, Zara, Mango and Forever 21 are constantly making fashion more fresh and exciting, could this mean the average consumer is actually dressing better and paying more attention to fashion—because it’s more accessible?
“These items are not so pricey, so you’ll take more of a risk with fashion,” Shultz says.
In addition to offering runway-inspired looks at a fraction of the designer price, retailers continue to delight and surprise consumers with designer collaborations.
This fall will be no different.
Fashionistas nationwide are hailing the arrival of the Simply Vera Vera Wang exclusive collection at Kohl’s. The line, with $34 silk-blend t-shirts and a $138 double-breasted brocade car coat, debuted Sept. 9.
Hot on Wang’s stiletto heels comes Alice Temperley’s collection at Target, available from Sept. 16 to Nov. 6, featuring knit tops, jackets, dresses, pants and more from $14.99 to $139.99.
Iconic designer Roberto Cavalli’s one-off collection for women and men will launch in 200 H&M stores on Nov. 8. At press time, images were not available of the Cavalli line but a company spokeswoman described it as “glamorous,” offering “fall/winter party trends featuring sharp retro couture and androgynous decadence.”
Next, young fashion darling Erin Fetherston will present a limited-edition holiday collection for Target featuring youthful babydoll silhouettes and flouncy dresses. The line, arriving in mid-November, will be priced under $100—a real treat compared to Fetherston’s $1,500 designer frocks sold at Barneys New York.
Fetherston, CFDA Vogue Fashion Fund finalist, is thrilled about her upcoming Target line.
“In Europe you have had stores like this for a long time like H&M, Zara and Mango. But I think Target has taken it to a new level,” says Fetherston, whose primary collection is coveted by fashionistas and stars like Zooey Deschanel.
At H&M, the store is always looking for the next approach.
“We love to surprise our customers by doing the unexpected—Karl [Lagerfeld] was the master of couture, Stella [McCartney] was street-cool, Viktor & Rolf had a modern twist on tailoring, and now Roberto Cavalli with timeless rocky style and perfect tailoring,” says H&M spokeswoman Jennifer Uglialoro. “Fashion is no longer a matter of price—you do not have to have a lot of money to look stylish. That is the overall state of fashion today. A designer collaboration strengthens our brand as a fashion house and is one of the many ways to deliver exciting new product to our customers.”
Industry experts say accessible fashion and these high-profile designer collaborations have led to a heightened awareness for fashion and designers, and also have created a more fashion-savvy general population.
“I’m from Minnesota, and very few people knew who Proenza Schouler was and very few people knew who Libertine was,” says Kathryn Finney, founder of thebudgetfashionista.com. “As a result of them being at Target, now people know who these designers are.”
“It’s also helped the average person,” Finney says. “Before, to be stylish you had to have money or know how to sew. If you didn’t, you were just sort of shopping the clearance racks. Now, the average person has access to style.”
