You no longer have to head to Rodeo Drive for the latest designer clothing. Retail stores nationwide this past year are carrying more high-quality apparel created by high-end designers and celebrities in a trend that has gained popularity among students.
The fashion revolution for cheap designer clothing began with Target’s successful experimentation in 2000 with Mossimo Giannulli.
Since then, retailers such as Steve & Barry’s, Payless, Kohls, and JC Penney have all teamed up with designers, celebrities and even athletes to bring a new accessibility to the fashion industry.
“We call it democratizing fashion: making latest fashion trends and design available for everyone to enjoy,” Payless spokeswoman Mardi Larson said. “It’s a very successful program, and we will continue it. We expect to cycle in additional designers in the future.”
At Target, the GO program evolved from a successful home decor initiative that brought quality retail trends to consumers at low prices.
“We decided to take that concept and translate it for apparel to see if there was a way we could bring fresh, fun and innovative designs to our guests,” said Target spokeswoman Jeannine Befidi.
And Target hit the bull’s-eye; fashionistas across the nation rave of the outcome, including students on a tight budget.
Jennifer Truong, a second-year American literature and culture student, believes the trend provides a credible and convenient option.
“I feel like it is an alternative for people that want nice clothes but can’t afford it,” she said. “It’s a better option than buying fakes because the designers are still receiving profits and recognition for their design, but at the same time, people don’t have to spend their entire earnings for one thing and still look nice.”
The increase in the quality of manufacturing over the past decade is what anthropology Professor Charles Stanish believes first started the trend.
“The quality of things is so much better now. They can now make craft goods to look like they are handmade,” he said.
The seasonal aspect of the collections also allows the retailers to be constantly reinventing current trends.
“The lines are limited edition, which is bringing an assortment of cutting-edge and inspiring pieces that are trendy and low cost and that guests could still embrace,” Befidi said.
On Nov. 18, Target will release designer Erin Fetherston’s collection, the newest line for the GO program.
While many young women are enthusiastic about the trend toward fewer costly designer clothes, Stanish believes that it is only a matter of time before the credibility as a high-fashion designer dwindles.
“It’s a reverse trend. You are essentially taking a brand that evokes prestige and you are mass marketing. It can’t last. You cannot be elite by owning a product if everyone can buy it,” he said. “The only way you can market is to attach an elite name to the product. … What consumers are really paying for is a scarce item.”
Charlotte Burke, a second-year psychology student, also looks toward designer names at lower-cost stores with reluctance.
“I understand that the designer is trying to be democratic and bring their designs to people who cannot buy the clothes otherwise, but it is negative publicity because it kind of degrades their name,” Burke said.
Truong, however, recognizes that there is a difference between the designers’ inexpensive lines and their high-end lines.
“I don’t think there is a backlash for the designers because there is still a difference between the collections at Target and what is sold at the main store in terms of quality and how many people have it,” she said.
Anna Darian, a second-year business economics student, sees the low-priced designers’ appeal dwindling.
“Rich people wear clothing to distinguish themselves because clothing is often times a signal of status. By making the designer’s clothing accessible to the lower class, they might become less appealing to the higher class,” Darian said.
Darian nonetheless has taken advantage of the new fashion options.
“I never shopped for clothing at Target, but after finding out some of the designers, it made me want to take a look. I actually own a few pieces from the GO collection,” she said.
The trend has proved successful for many of these large corporations, and most will continue to hire new, innovative designers.
Payless’ involvement with Lela Rose, Laura Poretzky, and Stacey Bendet is unique because each clothing designer is producing footwear for the first time, exclusively for Payless.
“The only place you can go to buy shoes by these designers is at Payless. So it’s bringing in a new shopper, and they are coming in and buying other stuff too,” Larson said.
Steve & Barry’s took another increasingly popular approach to bringing fashion to young consumers: celebrities turned designers. In the company’s first-ever apparel lines, Sarah Jessica Parker and Amanda Bynes have created casual collections exclusively for Steve & Barry stores. And on Nov. 15, EleVen, by tennis player Venus Williams, is scheduled to release.
Overall, Larson feels retailers are simply catering to the demands of a changing public.
“Consumers want the latest designs and trends at great price, and that puts pressure on retailers today to bring it to them,” she said.