I understand the concept these companies are going for when they decide to release their line at a store such as Walmart or Target. The best designers in the world have followed suit to release a collection of designs for the less than wealthy. Vera Wang, Mary Kate & Ashley, Chip & Pepper, and now William Rast.
When it comes down to it, let's face it, the designs just aren't as good. The quality is poor and the designs just don't get the effort and attention that the retail William Rast styles would carry. As independent designers, it is always tempting to make a less expensive line to get the brand out there and get pieces sold. But what is the impact of that on your brand? It makes it cheaper and less appealing as you have stepped into a lower market. Unless the quality and attention to detail is the same, you are just selling your piece of work for money. The artistic nature that makes your brand yours is gone and replaced with an attempt to make money.
Here are some pieces from the William Rast collection. I LOVE William Rast, but these pieces are just not very good. I am curious to see how it turns out. Can they create the buzz they are going for?