A Lukewarm Dallas Debut for Target + Neiman Marcus Holiday Collab

by Sean Charles on Dec 3, 2012 in News

After much hype, the Target + Neiman Marcus Holiday Collection is finally here. Last Saturday, we geared up for the launch of what literally promised to be a legendary partnership, pairing the two retailers with the CFDA to present a 50-plus item gift range by the likes of Marc Jacobs, Diane von Furstenberg, Tory Burch, and Jason Wu. Spanning women’s, men’s, children’s, and home departments, it launched December 1st at Target stores, Neiman Marcus stores, and both retailers’ websites concurrently.

Mapping out a plan to visit two area Target locations, as well as Neiman Marcus NorthPark Center, we were set for chic chaos. …Or so we thought.

Early Saturday morning, reports via social media stated online stock had sold out before dawn on both retailers’ sites. Shoppers across the country began tweeting photos of themselves “glamping” in line as they awaited brick-and-mortar store openings. Excitement was building.

Arriving at 6:30 am at our first central Dallas Target location, we spied ropes to contain waiting fashion fans. Ropes, yes, but the shoppers themselves were absent. Our second Target store stop, also in central Dallas, was a much larger Super Target location. Quickly swinging by to check out the crowd (or lack of one), we again saw the ropes at Super Target, but a mere three people were waiting.

Lack of attention at Target lead us to scope out Neiman Marcus at NorthPark Center in the early morning hours (shown above). Arriving at 7 a.m., we noted a small group of 50 gathered at the second floor entrance. Store associates wearing Target + Neiman Marcus collab tees served as guides for the line formation. With the store set to open sharply at 8 a.m., the line grew to 100-plus in the final hour.

As opening time neared, shoppers were given wrist bands that sectioned them off in groups of 50. The groups were each allowed 15 minutes to shop.

As shopping commenced at Neiman Marcus, we headed back out to check on our Target locations. Revisiting both, stock remained largely untouched. People were shopping the collection, yes, but we saw none of the famous empty store shelves synonymous with a Target collab.

Speaking to a Target sales associate, who chose to remain nameless, she lamented of the lukewarm opening morning, “It wasn’t what we expected.”

As the day played out, however, several items showed growing popularity. The few shoppers at both Target locations seemed to have their eye on the Tracy Reese plate set ($39.99). It sold out by noon.

Over at Neiman Marcus, the pricier Altuzarra cocktail tray ($79.99) was the hot commodity. It was also gone by noon.

In the flop department were untouched Alice + Olivia Bicycles ($499.99).  Also, a Lela Rose day dress ($99.99), predicted to be a hit, was passed over by Target shoppers.

The considerable differences in the hot items and crowds, plus the high-ticket items left behind, lead us to believe that price may have stopped out many Target shoppers. The collab seems to be a win for Neiman Marcus, however.

Now largely restocked online, the collection will be available through December 24th at Target and Neiman Marcus stores and websites.

All photos, credit DFW Style Daily.