Prabal Gurung has been designing collections since 2009. Originally from Nepal, the designer has worked under Donna Karan and Cynthia Rowley and most recently was the design director at Bill Blass.
With the rapid success of Jason Wu after collaborating with Target as well as dressing the first lady, Gurung is attempting his industry climb through similar avenues. Gurung has dressed such celebrities as Lady GaGa, Jennifer Lawrence as well as Michelle Obama.
The line will be consistent and not a flash collaboration, and consist of over 80 pieces including shoes and accessories. The idea is to offer the customer a complete look without having to pay typical couture prices. The designer is set to diversify the brand as well as reach a new niche market through the retail conglomerate.
Target has had much success with previous partnerships with designers as well as diversifying efforts, referring to the concept shops. Straying from the typical flash sale and stampede, by having the collection as a constant feature, it allows consumers to familiarize themselves with the brand and the designer. This concept is proven successful when retailers attempt to diversify and target other niche markets than what they are used to.
So far... job well done, Target.