People want a celebrity designer they trust and an esthetic to tell them what color and couch goes with which table -- and hers is instantly recognizable.
The Tommy brand has lost a bit of its luster.
It's about value perception and what's worth consumers' money and what isn't.
For the last couple of years, we've had a lot of belly button-revealing looks. Now we're going to see a more fitted silhouette, and more belting.
I suppose retailers could use the airline model and try to pass along costs to consumers. The difference here is that people have plenty of other places to go shopping where they can save money.
How does Isaac successfully live in both specialty department stores and discount stores? Why does Bergdorf Goodman welcome Isaac into its rarified space at the same time as the brand sits in the pet care aisle at Target?
Here, at least, there are real people. We assume they are real Wal-Mart shoppers. They are good-looking, but not so fashionista that you can't aspire to it.
Here's an interesting thought about what might result: a good-better-best approach, with Macy's the 'good', Bloomingdales the 'better' and Marshall Field's the 'best,'
Here is this audience that is waiting to be plucked. They have a lot of money to spend, so they are a really big deal.
In the past, a single fragrance had a life cycle of maybe six to seven years, because people would stay loyal to a scent for a longer period of time. The life cycle is much shorter now, especially with the younger consumers, who always want the latest product.
