Fashion retailers, too, are ramping up brand partnerships these days.
Cheap chic discounter Target and upscale department store Neiman Marcus are collaborating on a holiday fashion, home and accessories line that will be sold at both chains come Dec. 1.
Target is already famous for bringing high fashion and hip design to the masses with exclusive collections from designers like Jean Paul Gaultier and Missoni.
Now the huge shopping base that walks through Target's 1,763 stores will get a taste of Neiman Marcus's tony style, but at Target's discount prices. The collection will range from $7.99 to $499.99, with most items less than $60.
Conversely, shoppers of the old-line department store (with only 42 locations) looking for merchandise with a hip twist will likely find it in the The Target + Neiman Marcus Holiday Collection. Indeed, for Neiman Marcus, the line reflects a move to inject more innovative, design-savvy merchandise into its product assortment.
But not everyone things this mixed marriage is a good idea, notably, some Neiman Marcus purists.
Said one shopper on the department store's Facebook page when the partnership was announced in July: "Neiman Marcus, that is disappointing, and a total downgrade to team up with Target."