while many brands with lower-tier collections retain their rarified perception with the public

Indeed, blowback from a lower-tier collection that damages the core label is hardly a theoretical event. According to the Luxury Institute survey, while many brands with lower-tier collections retain their rarified perception with the public, just as many do not. This unsettling truth is why some high-end designers have chosen to avoid selling to the masses altogether, opting instead to build their brands over time by increasing the purchase frequency within their dedicated customer demographic.
While that self-limiting strategy might seem to shut the door on the potential of building a multi-tiered, multibillion-dollar brand like that of, say, Ralph Lauren, it also means not losing one's status in a market that burns through designers like so much coal in a furnace.
A View from the Bridge
Before this spring, Proenza Schouler was a boutique women's apparel brand whose critical acclaim and Council of Fashion Designers of America honors had given the label considerable traction in the industry, allowing it to snare accounts with key luxury retailers such as Barneys New York, Neiman Marcus and Bergdorf Goodman. Proenza Schouler, however, was light years from being a household name in mainstream America.
That all changed in March, when design duo Jack McCollough and Lazaro Hernandez designed a special collection for Target. The media coverage and consumer fervor helped spur reportedly brisk sales of the clothing (Schouler's reps, along with several other privately held luxury brands contacted for this story, declined to comment on fiscal results). Target had suddenly nudged the brand into the national spotlight.  yanzic0522.
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