Target and Isaac aiming for the bullseye again

DSN Retailing Today, July 5, 2004 by Emily Scardino

NEW YORK -- When Vogue editor and ultimate fashionista Anna Wintour attends your show, you know you're back on top. Such was the case with designer Isaac Mizrahi's inventive return to the runway last year. Hosted by Target, the runway extravaganza, themed "High/Low," featured looks combining the discount-priced fall Isaac Mizrahi for Target Collection with his new high-end Isaac Mizrahi New York Collection. While the latter retails at BergdorfGoodman with price tags starting at $5,000, the former sells for the most part below $25. The startling thing was that it was tough to tell the difference.

"Target recognizes that modern dressing is all about mixing both ends of the fashion spectrum," says John Remington, vp, events marketing and communications.

While consumers have long been combining designer and discount merchandise in the same outfit, Mizrahi was the first to feature this trend on the runway.

Remington added that the show "exemplifies the philosophies of both Target and Isaac Mizrahi--offering wardrobe solutions for everyday life."

The line's slogan defines the brand as "luxury for every woman," and the setting for the event mirrored this philosophy. The tony venue--Manhattan's Ciprani 42nd St.--set the stage to attract not just the editors of scores of fashion glossies, but celebrities: supermodel Iman, anchorwoman Diane Sawyer and actresses Bebe Neuwirth and Candace Bergen were all in attendance. High society's up-and-coming heiresses--and couture customers--were also out in force, including Aerin Lauder of Estee Lauder Inc.

When interviewing the designer after the show, Retailing Today made the faux pas of inquiring when he was going to show the rest of the Target collection, when, "more than, say 60% of what came down the runway will be at Target this fall," Mizrahi said. A Holly Golightly-worthy cowl-necked cocktail dress from the run way show will be in stores by holiday--a look that definitely did not scream discount.

Even to the trained eye, only a smattering of items was immediately identifiable as Target's. Not only has Mizrahi's successful collaboration with the retailer expanded his own line at the store, it has expanded the breadth of types of clothing available in the channel. Just a few years ago, discounters sold casual wear almost exclusively, but thanks to improved quality, which has spurred consumer demand, work and even dress attire are now part of assortments.

Other looks included a wing-collared white Target blouse paired with a high-ticket ballroom skirt. The show's printed program described the model wearing this look in fashion-speak: "Liya, who was looking pretty high/low in her white kotur [sic] shirt and pink double face faille skirt. 'The trick,' she said, 'as I, someone for whom style is not as important as substance, am led to believe, is to 'mix it up.'"

The show left no doubt that these were Mizrahi's and Target' sentiments. Fake fur for Target, mink for Bergdorf. Key looks for this fall's Target line included an indigo 'denim' jacket in suede, a follow-up to a best-selling casual suede overshirt in the 2003 fall collection.

Maximizing the show's marketing impact, Target.com featured a video of the show, available for replay when the clothing launches next fall. The retailer also highlighted select Isaac Mizrahi items in its "Red Hot Shop," which were only available online for five days immediately after the fashion show.

While the affluent continue providing a market for luxury designer goods, there is no question that cross-shopping has come out of the closet. Target's Isaac Mizrahi line has helped further establish itself--and discount--as a culture-approved place to shop.