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On High/Low Collaborations
High-Low Collaborations Democratised Fashion. But What Did They Do For the Designers?
“Over the short-term, back in the day when Target was really innovative in the space with great marketing, the lift for those brands was phenomenal,” said Marc Beckman, founder of DMA United, an agency that has brokered many collaboration deals. “Before Target, most people in this country didn’t know who Isaac Mizrahi was. Same thing with [British designer] Luella Bartley. It really helped.”