The high street x big name crossover just got more interesting. H&M have Alexander Wang, TopShop had Ashish and now they will have Beyoncé. Quite
an interesting move that – using a celebrity rather than a fashion designer.
I often wonder what these crossovers do to the bottom line of luxury brands – do they steal some customers or do they target an entirely different demographic? Do they tend to attract customers of diffusion brands such as McQ and See by Chloé rather than buyers of the main lines?
Pricewise, they are a way to own a piece of Alexander Wang/Ashish/etc for a fraction of the price. Usually, the first step into luxury brands is through perfume or cosmetics. An actual purchase of clothing or accessories is a bigger and much more expensive step. Although high street x luxury brand crossovers are a great way to add ‘luxury’ to your wardrobe, do you feel they detract from the actual value of luxury brands themselves?
Are people who usually purchase mainline brands such as Prada and Valentino taking advantage of the crossover lines at H&M and elsewhere, or are they avoiding them as cheaper, lesser versions of luxury clothing?
What do you think?