High-end designers are following the consumer in ’09 as news of 2009 capsule collections from prestigious designers such as Stella McCartney, Betsey Johnson, and Alexander McQueen have been flooding recent headlines, leading to the question, exactly what is a capsule collection?
One might expect it to be an extremely exclusive and highly luxurious collection, especially since so many established and iconic designers are jumping on the bandwagon. Quite the opposite, according to New York Magazine, which recently published that “since luxury is on the way out, we expect more and more designers to create a capsule collection in order to reach a wider customer base.”
Simply put, a capsule collection is a set of clothing and accessories comprised of all the basic items. The collection is created by a single name designer and often consists of 10-12 articles, which are meant to be mixed and matched in order to produce multiple outfits. Typically working with pieces from heat to toe such as tops, pants, dresses, jewelry even shoes all relating to one and other, a capsule collection is extremely versatile for the consumer and often cost effective for both the shopper and the designer. Staging the implementation of this creation are Target, Kohls and H&M. While these stores are considered “low budget”, other retailers are discovering how effective the capsule collection can be in these troubled economic times.
WWD reports that the on-line luxury retailer Net-a-Porter will be offering capsule collections this summer from YSL, Stella McCartney and even the much acclaimed hipster brand Cheap Monday.
While retail has struggled with the luxury market and consumers have cut down on spending, designers are also being forced to take a step back and evaluate this new reality. In other words, designers have had to re-invent themselves much like performers such as Madonna or U2 have throughout their careers, while staying true to their signature style. Just like a singer, a designer must have a voice that remains distinctive, otherwise they risk losing their vision and identity.
One must also be aware of their audience. It is not enough to just be creative, you must be relevant. A woman today has possibly lost her job and is less likely to spend $450 on a dress. She may however spend $60 on a top and throw in $40 for shoes that she can wear with her jeans. In this way capsule collections have been a useful tool for certain designers to continue to leverage their brand without cannibalizing luxury sales.
In addition, since more consumers are trading down from the luxury category, capsule collections can help maintain brand loyalty – keeping the customer even if it is at a lower price point. The more versatile and cost effective the line, the more willing you consumer will be to purchase in this challenging economy. As a result, many established designers are now looking to create a focused, versatile and cost effective branch of their line, otherwise know as a capsule collection
-Heather Carlos, Co-Owner 3Femme Showroom (www.3femme.com)
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