Hernandez also lauded the advantages of partnering with a larger outfit

"When that television commercial featuring the Proenza Schouler for Target collection started airing, all of the sudden people across America saw who they were," recalled Michael Macko, vp and men's fashion director at Saks Fifth Avenue. "Maybe some of them didn't read Vogue, but they were all watching the TV and saw ads for the collection during American Idol."
Proenza Schouler's story epitomizes the primary benefit that a retail design partnership can reap: Mass publicity--often in the form of broad-scale marketing--for a name previously known only to fashionistas and, with that publicity, opportunities for growth. According to Hoover's, Proenza Schouler's total sales for 2006 were a rather anemic $2 million. This past July, Valentino Fashion Group bought a 45% stake in the label, and paid $3-7 million for it.
At the time of the equity purchase, fashion-industry bible Women's Wear Daily quoted Hernandez enthusing that "we now have a security net for our company. Our business has been growing exponentially, and to do that you need the proper funding."
Hernandez (who was not available for comment) also lauded the advantages of partnering with a larger outfit that could lend logistical and infrastructural help with manufacturing and distribution. Such is one of the primary reasons why designers elect to ink deals with a huge retail chains to start with.
Occasionally, a designer will create a line extension that it manufactures itself and sells in its own stores. These so-called secondary collections (discussed in greater detail to follow) have fiscal advantages of their own. In general, however, the high visibility that a luxe brand aspires to is most directly achieved via a mass-retailer partnership.  yanzic0522.
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