Target's latest limited-edition partnership with Vineyard Vines for a 300-piece collection could be a boon for the preppy brand or leave customers unsatisfied. It all comes down to Target's ability to forecast demand.
Consumers greeted the February 28 news of Target Corp.’s latest partnership with Vineyard Vines with enthusiasm, while some retail experts expressed concern for Vineyard Vine’s ability to scale to meet demand.
“Vineyard Vines is a brand that our guests know and love, and one that exemplifies our shared sense of optimism and joy through their use of bold colors and prints,Founded in 1998 by brothers Shep and Ian Murray, Vineyard Vines has grown to become an American lifestyle brand. It was inspired by summers the brothers spent on Martha’s Vineyard in Massachusetts, hence the smiling pink whale as its brand logo.
Its 2011 partnership with Missoni for a limited collection was one of the first of its kind for Target, and, then too, as expected, demand exceeded supply.So how can Vineyard Vines avoid the supply-demand conundrum that has vexed its predecessors? It turns out, it's not up to them. Target manages production of all of its partnerships, a Target spokesperson confirmed., managing partner of RSR Research and fellow Forbes.com contributor.
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