Doing this limited, capsule collection wasn't a quick decision on my part, but I have to say that the current climate of high end designers doing similar lines for mass retailers definitely helped me decide to do it. Karl Lagerfeld for H&M comes to mind first, but so many highly respected names have done it as well: Victor & Rolf and Stella McCartney have done it for H&M too, and Uniqlo is coming up with a few formidable designers for its upcoming season. Even in the Target stable, we have Paul & Joe, Behnaz Sarafpour, Luella Bartley, Tara Jarmon, Isaac Mizrahi, Thomas O'brien, and Tord Boontje, a prestigious group I am proud to be part of.
Being a younger brand, I saw this as an opportunity to bring my design aesthetic to a larger audience. And Target's brand image is something I've always admired, because they've done such a tremendous job with their marketing and advertising. I remember back in the late 90s when we first started calling them Tar-jay, a reference to the high-style imagery that they produced and have maintained since. So I knew I was in good hands.
Sure, you're getting PVC as opposed to real leather, but that's why they're so inexpensive - and at these prices, they're a bargain. The bags turned out quite cute! And they're all Rafe, down to the inside lining and hardware. I thought that this was a great way that a customer who may not know or be able to afford Rafe could be introduced to my brand and when they're ready, they might want to graduate to my mainline. At those prices, it really is design for all, as Target's mantra so aptly maintains.
I'd love to hear what you all think.
39 comments:
I guess you should consider the marketing strategy for RAFE in the long run. Would Rafe for Target be under a different name? The merchandise sold in Target can be under a different brand and only rely word of mouth for customers to graduate to the mainline if you know what I mean.
I was just on my weekly trip to Tar-jay - and saw Rafe's pic - I got so excited - the purses really look nice (not sure if I'll pick one or just continue to save to buy my "leather, high end" Rafe. Congratulations! MIA - a proud FELLOW FILIPINO
I got a chance to see the bags in Target yesterday. They are beautiful indeed! The clutches are especially cute.
I think that you're spot on about creating broader brand recognition. When I first heard that you designed a line of bags for Target, I was very excited, but people I talked to didn't understand why. They will very soon...
Some people might think you're selling out but I think it's very smart of you. You never know who is looking. To be part of an impressive list of 'guest' designers is something to be proud of and talk about perfect timing. Had you done this a year later, it wouldn't be as newsworthy. Living in Asia unfortunately I don't have access to a Target store. I'll have to get relatives in SF to buy me one of these bags. I own several of your main line bags so no need to worry.
I love your mainline handbags, and I have 1 handbag and one wallet. I saw the brown clutch at target and had to pick it up. It is so cute and I absolutely love the inside lining and the amount of space for this clutch. You did a wonderful job designing these bags. I think I will go back and get the brown hobo type bag. Lovely work you did!
we love you at full price, and we love you at target! keep up the good work!
Wow, I was just at Target and skipped over the handbags, since I'm a little choosy on them! Now I will definitely take a look next time.
I just got my first Rafe handbag a few weeks ago for my birthday, and I am loving it!
Hmm...mahimo ka sang mga bag for Target? Daw mayo man nga idea...daw mas gusto ko pa gani ang PVC sa leather. Looking forward to it.
XXX
Mike
Good Luck with this new venture, Robert London
is there men's?
It's just a capsule Women's collection at Target.
I was inside Target picking up school supplies when I saw the clutches and bags it said "Rafe for Target". I thought the accessories were very tasteful and sophisticated so i decided to go online and find more about Rafe. You now have a new fan. Goodluck.
hello! m from bacolod city phil. i love your bags but unfortunately i'm too young (still in college) to afford it right now. i'll be a future nurse and for sure i'm gonna buy all your bags once i earn. but for now i'm very happy my aunt sent me one of your bags from target. congratulations on being sucessful. go pinoy!
I think in the marketing scheme of all things, it is brilliant. Designing a line for target has launched so many designers to the next level, without compromising their high end line. I am an avid designer bag collector, and what woman is going to refuse a designer name brand handbag sold at a reasonable price at Tar-Jay? I say, bravo!
I love it!! I recently purchased a PVC "patent leather" tote, but I may need to exchange it for one of your bags. Thanks for making chic design accessible.
Beantown Girl
www.beantownfashion.blogspot.com
Wow, the bags looks great. It's such a pity we can't get them here in Southeast Asia. :-( Your main collection is even better though and those booties ROCK! Again, not available in Asia. Life isn't fair.
Well, frustrated fashionista, there's always the internet!
I think these are super cute and plan on buying one soon, if they're still left at my local store (in Ohio)!
oh gosh, i had to buy the hobo in brown and a blue clutch! then, i got the brown clutch for my sister. now we're waiting for the doctor bags. they didn't have them at our target. once they arrive, we're both getting one. i love the rafe for target bags! now, if rafe does shoes for target, too :)
I went a little crazy in Target yesterday and bought one of everything!!
I see the Proenza Schouler boys joined the ranks of designers who are designing? Lending their names to designs? for Target....
Was on my way to the Target checkout line when I saw your bags (very strategically situated). I never buy anything that's not on sale. But had to make an exception. They were gorgeous. I got the blue one and may get the white one. As much as I love bags, I never understood why people should spend an arm and a leg on just ONE piece of accessory. After reading your blogs...I now have a deeper appreciation for fashion and the art and workmanship that goes with it. Still thanks for making it affordable for us who don't have celebrity paychecks! I'm glad you, Monique Lhuiller and Josie Natori are making it in that crazy world of fashion. Go Pinoy!
Check it out! The clutch bag was featured in the November issue of Lucky Magazine! Galing mo, Bro!!!!
i just wanted to say that you're bags are really cool. to be honest, i never heard of you until i saw your collection at target. so being the nerd that i am, i looked you up online when i got home. and when i saw that you were pinoy (im piany, myself) i thought: awesome! i recently purchased the brown hobo. but i may find myself snatching up the clutch in navy and the doctor's bag (if i can still find it). and someday, i hope to own one (or a few) of your mainline bags cos they're hot and very unique.
I want to thank you for designing these bags, i have bought all of them and love each one. I am a huge handbag collector, but cannot really afford to purchase the really high end stuff nothing over $500 for this girl. Any chance you will design more for target?
Thank you !
Style has nothing to do with price, and your designs for Target are proof positive. I have two bags from your regular line, and LOVE them! And I have five of your bags for Target (blue hobo, brown hobo, white bag, black doctor's bag, and the beaded bag). They are beautiful! The quality of the hardware and stitching is impeccable, and the lining is very nice. Stitching is almost always a dead giveaway on an inexpensive bag. It looks like all the bags are destined for a sell-out in St. Louis. Please do a collection of shoes for Target!
I just got the black doctors bag (I think it's called) last week, and already I have gotten so many compliments! I was already familiar with the brand before it came to target and was so excited when I found out there was going to be a target line! The bag itself it great, durable, and the lining is so cute!
I was on the Target website last night looking for something totally unrelated when I ran across the page that displayed the doctor's bag. I got up early this morning and bought the last one! As a college student I am very excited to be able to afford a bag that looks so fabulous. When I graduate from school I also hope to "graduate to the main line" Thanks Rafe!
Hi Rafe :)
I saw your bags at Target and loved them!!! They stood out from anything I've seen there previously and they're done so well. Very high quality and awesome design. I bought 2 bags the black and brown and I plan to purchase a couple more. I had not heard of you previously but did not research on the net and am very impressed. So happy you chose to design for Target and hope you do some more for the Spring season.
God bless
rafe i saw your black md bag at target yesterday. i bought it &
i LOVE it! great work and it's great to see a fellow filipino
being successful in the fashion
world :) !!!
i soo love your target bags and clutches! i have the one in vanilla! (clutch) could you make more clutches rafe? and i would kill to meet you in person and just tell you ang galing mo talaga! the best ka rafe! so proud of you
I love your style. I had not heard of your brand until I saw it Target and fell in love with the handbags. I hope you will consider becoming a regular with Target.
LOVE those bags.
If it wasn't for Target, I would have never found out about you and made my way over to this blog. ^_^ Target was a great way to open yourself to a large audience and it worked. I'm a college student and money is very tight. It's good to see that I can find a quality bag and a great price. It's great to see more Asian designers out there and I hope for more. Yay.
Have a good day
-Christine
I recently purchased the large blue one shown in the picture and it has become my favorite handbag. I ADORE IT! It is beautifully put together and the color is amazing. I've had tons of people stop me on the street and admire it. Proof once again that something doesn't have to cost a fortune to be stylish and gorgeous. Thank you Rafe!
I didn't know your name until seeing such beautiful design at Target had me researching you. As a student, I don't have the budget yet for your expensive stuff, but now my appreciation has me planning for when I get a real job! I think it is considerate for designers to remember that beautiful creations should be admired by everyone, not just the rich. It adds to the enjoyment of life. Thank you!
I first saw your label in Target (living in the country) and went online to shop for higher-end bags and recognized your name there. The Target bags were sexy, with great colors and lines, so that definately left a positive impression for your older line. Thanks for taking the risk and opening the door to more people appreciating your design!
Rafe -
This summer I purchased one of your orange handbags at Target. I usually do not buy handbags that are not leather, but it was so cute I couldn't resist. I spent the rest of the summer responding to total strangers who stopped me to ask where I got the handbag. This included several men, one of whom asked where I got it so he could get one for his girlfriend. I have never had any clothing or accessory item attract so much attention, even from total strangers.
I have had to stop using the handbag since fall has arrived, and I am seriously unhappy about it. I have returned to Target looking for more of your designs, but the stores near me don't carry them. I'm still looking.
Thanks for taking the risk with Target - I think it was a really smart move.
i have the navy & the buckle fell off. where can i get another one i love this bag!!!
dear anonymous,
sorry my Target collection ended eons ago and you'll have to trade up and buy my main collection when it goes on sale soon if price is an issue.
the production of these bags were handled by Target so if you lost a buckle you'll have to take it up with them. can't help you there.
thanks for writing.
Rafe
I bought the large black patent leather tote, and I love it! I still get compliments on it and people always ask where I got it and I say Target! They never believe me. I actually need a new one, but I want the same tote, I love it so much, I wish that they will one day again be sold at Target so I can get my new bag.
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