Big-Box Retailers’ Masstige Moves: H&M’s Highly Anticipated Collection from Comme des Garcons Drops in Harajuku; Target’s Designer Collaboration Program Announced with Alexander McQueen
Moving full-steam ahead with the masstige movement of high-low collaborations, H&M and Target figured out how to create the hype of “wanting” something vs. “needing” something in times of economic crisis.
