RetailWire panelists have had plenty of chances to weigh in on the trend toward exclusive brands. The latest discussion focused on a possible tie-up between Macy’s and Madonna, crossing from apparel into several other categories. Here’s my point of view:
Madonna had vast influence on fashion and popular culture in the ’80s…but the question is how her iconic status would translate into a design point of view. The brand position should be “contemporary” but the age demographic is frankly not going to be as young as Macy’s might prefer. It’s certainly an idea worth exploring; many of Macy’s marketing initiatives and exclusive brands are celebrity-focused, and a “Madonna Collection” would fit right in.
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