Opening Ceremony, a hip boutique on Howard Street, is known for its eclectic assortments, which highlight designers from a different foreign country every season or so. On Friday the store will become a showcase for a single brand, and a mass market one at that: the Proenza Schouler for Target collection. “We’re featuring the whole entire collection at once,” an employee at Opening Ceremony said, explaining that at Target it will be broken into several shipments over a period of time. “The entire store is dedicated to the Proenza Schouler line. This is a pop-up store for Target.” By visiting Opening Ceremony, consumers eager for a slice of affordable glamour can get a jump on actual Target shoppers, who will see the line for the first time on Tuesday. The pop-up store is typical of Target’s dual marketing approach of appealing to its broad-based clientele and targeting fashionistas and industry types. A video on the Target Web site features the designers Jack McCollough and Lazaro Hernandez discussing their inspirations, which include New York, “such an amazing place,” and their ideal customer, who is “a girl who’s not afraid of being creative and doing her own thing.” The pair are the latest in a string of designers to create capsule collections for Target’s Go International program. The Proenza Schouler collection will remain at Opening Ceremony through Monday at 8 p.m. The store will revert back to its diverse self on Feb. 7. This is not the first time Opening Ceremony has given over space to a large, commercial brand. Topshop in 2005 was introduced to the American market with a 500-square-foot boutique in the loft area of Opening Ceremony.

To Read the Full Article

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus