street collaboration seeking to widen market appeal — even if not everyone is impressed.
From Missoni for Target to Versace for H&M and Kate Moss for Topshop, designers on both sides of
the Atlantic have for years promoted limited-edition collections at affordable prices as an effective
marketing strategy to widen brand recognition and win over new customers.
The hook-ups are beloved by style-savvy, fashion-forward shoppers whose expensive tastes are not
always matched by fat wallets capable of dropping four if not five figures on a designer outfit.
“I normally don’t go overboard but this line is AAHHHMAZING! Hope u got everything u wanted!”
tweeted one New York self-confessed style blogger on Monday.
VB x Target marks the British designer’s first foray into the budget market, ditching the British high
street to collaborate with mass US retailer Target on a women, girls and baby collection. It also
marks Beckham’s first foray into children’s wear, inspired by her 5-year- old daughter, the ever
fashionable and oft-photographed Harper. “I am overwhelmed by your response,” tweeted the 42-
year-old mother of four and wife of England football legend David on launch-day Sunday.
“Thank you for your patience and sorry for any frustration!”
Beckham spent weeks promoting the line, donning the clothes and dressing celebrity friends, models
and actresses in the outfits. By Tuesday, many of the items on her website were out of stock.
Fans have salivated over the affordable prices — $6 to $70 with most pieces under $40 — in stark
contrast to the four-figure dresses and three-figure tank tops from her ready-to- wear collection.
And if the former pop singer herself is rail thin, known for eating little more than fish and fruit, then
the collaboration has gone out of its way to cater for women from extra small to a US plus size 3X.
Many online reviews have been positive from fans of a designer respected for making flattering
clothes that have won over a fashion industry initially ill-disposed toward her post Spice Girls career.
Items are now being resold for profit on eBay.