Published on February 12th, 2013 | by DearFashionista0
Prabal Gurung for Target – Did he hit the bullseye?
As an ardent fan of Prabal Gurung, I was really excited to hear that he would be creating a collection for Target. For those who don’t know Prabal, he is an amateur couture designer who now forays into the ready-to-wear (RTW) arena.
With an alien sounding name & brand like Prabal Gurung, I wondered about Target’s marketing strategy for the collection. He’s been around since 2009, but unlike Versace, McQ, DKNY, Vera Wang & others, he is not a household name. Added to that, the RTW space is highly lucrative but extremely competitive & not everyone is successful.
After browsing the Lookbook for Prabal Gurung at Target and styles online, off I went to my friendly neighborhood Target to assess them IRL. I gave myself a lofty budget of $100 & full permission to spend it!
Well, there’s good news & then some not-so-good-news about the collection
Let’s start with the good. Target has completely embraced his brand and name i.e. that is the first thing you see, loud and clear, when you enter the womens fashion section. His collection has prime real-estate in the store and every effort has been made to get the attention of the consumer. Target gets 110% for publicity and brand exposure, so Yaay
At the given price point, the shoe collection is to die for! All the sandals and shoes were terribly appealing, lust-worthy and totally uncomfortable – exactly what I expect from women’s shoes!
Look #22: $29.99 — I bought the red one, of course. The black and white was great too. The red is not red, but a bright pinkish-red, FYI.
Look #29, #30: $34.99 — Miniaudiere, a fancy name for a clutch. It looks and feels great, but is rather flimsy.
Look #36 at $24.99 – it looks polished, but just ok!
There ends the good news segment of this blog. Now onto the not-so-good-news
Prabal described collection as being :
“.. inspired by a girl’s journey through the different stages of love and the clothes she wears during each milestone — from the first date to meeting the parents to the engagement.”
The operative word being ‘girl’. Well, it is really misleading to place this collection in the womens section. True to his statement, the clothing of this collection would be suitable for tweens, teens, collegiate girls. In general, his demographic girls is under 20… if you’re very petite, maybe 25. The clothing is not wearable by women of the real kind! ¯\_(ツ)_/¯
So, let’s get specific.
For any woman wanting to dress her age, these looks Look #4, 13 & 19 are a bust. Look #4 is a dress priced at $34.99. It is made of a cheap knit-cotton, read sweatpants. I give it 2 laundry washes, maybe 3, before the color fades and it loses its shape.
Now switching over to the more ‘matured’, read more expensive looks.
I really wanted to buy this little red dress, priced at $49.99. I’m 5’4” without heels and was so disappointed at the length. It’s too short, even for me, let alone a taller person.
Then comes the question of quality. The red dress with lining (Look #18) is made with a tacky fabric (cotton+synthetic blend) which was abrasive to the touch and was ‘noisy’, too bad.
I may have a theory on what happened. So, here it goes
A diffusion line is a secondary line created by a high-end designer that retails at a moderate price-point. In this case, well, they only focused on the price and missed out on the quality of the products.
Prabal is too fresh and new to the industry to have the alacrity to be a RTW designer. It takes more awareness of the consumer, which he clearly lacks. I’ve seen this problem even with the designers on shows like ‘Project Runway’ – they royally screw-up the RTW & other challenges involving regular women, wonder why?!
Most real women don’t come in Size 0, they do in an average Size 12. When mass producing a design, the clothing absolutely did not scale.
Ok, all in all, I saved $70! ≧=ʘ‿ʘ=≦
I will hereafter refer to Prabal Gurung as PG, with a slight variation to the MPAA description of PG:
‘Parental Guidance Suggested. Some Material May Not Be Suitable For Women’
So having said all that, is it possible to dress designer i.e. red dress & shoes for $100? After a brief quest, I found the following deals.
So, the answer is YES, absolutely!