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It is limited to one color and carefully curated not to cannibalize sales from their yacht types. They will sell a ton of these and get their name out to the general public. Target is the perfect partner with an upscale name and merchandise mix.
I never heard of Vineyard Vines. Maybe they're not in Florida? I have found Target has some cute clothes lately. Unfortunately they don't carry petites in our local stores so I can rarely purchase anything there.
VV has tried to brand itself as elitist, something a yacht owner or wanna be would wear [...] But, yes, the Target brand will probably do great.
Target has had lots of collaborations with other designers - Missoni, Rodarte, and Proenza Schuler among many others, and a fair amount of collaboration products look decent. VV, on the other hand, always struck me as the official fashion choice of "Do you know who my father is?"
I haven’t looked at Vineyard Vines sales numbers, but in my area VV clothing is no longer the ‘must have’ label with the sailing/golf/country club set, or their kids. Everyone was clamoring for it 5 years ago when it was very exclusive/hard to find. Then VV opened up a flagship store in my area, and it seems like every other boutique store I walk into is also now carrying the line.
Also, they seem to be in every college campus bookstore now too. I know about this VV/college partnership because I have been doing lots of college touring around the US for the last 3-4 years. The bookstores have huge VV clothing displays, where the college logo is emblazoned on the VV clothes.
After years of buying VV clothes for my teenagers, they don’t want VV anymore. Kids are so fickle. It’s smart that VV is positioning itself to pick up sales with Target, college store partnerships, etc. Their clothes are pretty basic and seem well made, so VV should appeal to the masses.
. VV, on the other hand, always struck me as the official fashion choice of "Do you know who my father is?"
That’s funny because that’s why my kids won’t wear it anymore. My college-age son and his friends make fun of the one guy in his dorm who wears head-to-toe VV, because they thinks it’s pretentious. It’s interesting that VV is being sold in the bookstore as college spiritwear now. Wonder how sales numbers are.
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