Don't Shoot the Messenger!

Proenza Schouler

            In the realm of retail, and fashion in particular, knock offs are commonplace. Shoppers know that they can count on fast fashion retailers like H&M and Forever 21 to produce styles similar to those seen on catwalks quickly and at an affordable price.  The similarities often outweigh the differences prompting even fashion magazines to devote pages to finding that "look for less". These days knocking off original designs is big business, bringing in big dollars, and big problems.

Mossimo

            Most recently in the news upscale design house Proenza Schouler is peeved to find that mass merchant Target has absconded with their PS1 messenger bag design. At first glance the differences are hardly noticeable, even down to the weight and slouch of the bag. The most obvious differences are the material, quality, and the price. Target's Mossimo bag is made of fake leather retailing for $34.99, while PS1 by Proenza Schouler is 100% leather retailing for $1595.  The designers and the company feel as though they have been robbed. Robbed of potential income for the brand and robbed of their ideas. To add insult to injury, prior to "Bag Gate 2011" Proenza Schouler inked a deal with Target allowing them to re-release 65 designs originally created by the company for Target's "Go International Program". So, not only will Target be receiving revenues from sales of the bag but also from a previous collaboration between the companies.
           In fashion it is hard to protect original ideas from what is essentially legal theft. Incidents like this, however common, raise important questions about what is ethical in business. I tend to be of the mind that business is business. When it comes right down to every decision is made to ensure a profitable bottom line, however unfortunate for the originator of the idea. Yes, Target will make more sales. Yes, they will make more money. Yes, they stole the idea, and yes, if it was my job I might do it too. But I take heart in the fact that the Proenza Schouler customer, different from the Target consumer, will not fall for these dirty tricks and at the end of the day will purchase PS1 in it intended glory. If you want to be in the fashion business things like this are an unavoidable consequence, so don't shoot the messenger.
            What do you think???




Information and Images courtesy of the New York Times
http://runway.blogs.nytimes.com/2011/03/25/proenza-schouler-doesnt-care-for-targets-messenger/