Monday, March 15, 2010
The Liberty of London line for Target has sent me over the edge. I've been brooding for a while about this, and I am just going to say what I think.
Exclusivity is a valuable Marketing tool. So the masses can't afford you? There are probably good reasons (and I might also add that if they really wanted you.... but that's going a bit too far).
Let's look further into the company. Their website proclaims that "Since 1875, Liberty has been synonymous with luxury and great design.... Liberty is not a name above the door, it’s Arthur Liberty’s legacy, which stands for integrity, value, quality and above all beautifully designed product."
Great. So now let's compare this legacy of integrity, value, quality, and beautiful designs with the Target product. It's certainly not luxurious--not with fabric content listed as primarily polyester. It will probably shrink and fall apart in the laundry. There goes quality. You may seem to be getting value with the affordable prices, but if the quality is not there, you aren't getting value either. And it's made in China, so who knows about the integrity behind it all. And yet it is all branded with the Liberty name.
I realize that most people cannot afford to purchase "real" Liberty of London products, but I'm not sure that it helps the company to try and change that. I think it is compromising their legacy and tainting their brand. When Liberty sells products through J.Crew, the prices are higher to accommodate the superior cotton and quality (plus the signature designs)--why lose that when you sell to Target?
I'm aware that there may be flaws in my logic, so if you have insight that you think I ought to hear, please email me! Just don't rant about how everyone deserves to have a piece from this fabulous design house. I'm not democratic when it comes to designer pieces and brand names.
And yes, I do realize that this makes me look like a complete snob. Damn principles. And no, I didn't approve of the Orla Kiely for Target line either.