Where does the small guy fit in with so many stars and high end designers taking over mass retailing?
I am starting to feel resentful that these high end designers are taking over the mass market. Don’t get me wrong these are amazing designers but what about the little guy, the new bee, the up and coming designer? Where are you going to play?
Vera Wang stepped in at Kohl’s, now JLo and her ex hubby Mark Anthony have followed suit (no pun intended) with sparkly lines and ad campaigns for Kohl’s. You walk into a Kohl’s and it feels like American Idol meets a book store of large designers – Lauren Conrad MTV goddess’s line next to Daisy Fuentes, next to Vera, etc. – it’s all in the name and the marketing and they have really done it again and again (Yes Brittany is there too!)
I was amazed at the second coming of god at Target a few weeks past when Missoni, yes that high end zig zag of a design hit the mass retailer like Jesus walking on water—where were the Target inventory planners for this big day? Target sold through basically everything at the store level within minutes of store openings. Who knew? Someone just got fired in Targets inventory management department!
The little guys are feeling it. Retail has become lost in the masses momentarily. I am not sure where retail is headed but there is silver lining. Here is the good news – not everyone wants what they have to offer – people are individuals they like to be unique and they like things that the masses do not have. How nice is it to have a wrap that no one else has? A unique color, fabric and style designed with love and care and maybe even eco-friendly and made in the USA to boot!
So what is the upshot of this? The solution to problem is to keep on swimming – keep cheering for the little guys. If you are a small manufacturer like everything in life – things come back into bloom. The masses will not always dominate the underdog will prevail. Keep making those appointments, keep designing your lines, and keep marketing your brand, your style, your unique product. At the end of the day we may be the small guy right now but that’s ok there is room for everyone. The small vs. the large creates a balance. We cannot be everything to all customers that is where you fit in! You create that uniqueness that creates fashion trends and set’s you apart from the masses. You create the trends that dictate what the massed pick up on. Fit yourself in, find your place and prosper.