While most designer brands will do a greater or lesser degree of advertising and promotional work

While most designer brands will do a greater or lesser degree of advertising and promotional work, partnering with a large retail outfit allows them the opportunity to hook up to marketing machinery that's far mightier than what any boutique brand could hope to afford on its own. The three largest mass-market retailers currently carrying lower-tier designer collections--Kohl's, H&M and Target--boasted overall 2006 ad spends of $378 million, $17 million and $565 million, respectively, per Nielsen Monitor-Plus.
Accompanying the debut of Simply Vera in Kohl's on Sept. 9 was an all-out blitz of magazine and television ads (created by McCann Erickson, New York) based on a Wizard of Oz theme. Women clad in Wang's bridge collection appear in a series of phantasmagorical settings, including a path strewn with yellow leaves, suggestive of the Yellow Brick Road. In that spot, a girl with a little Toto-like dog exclaims, "There's no place like Kohl's!"
Meanwhile, H&M's recent partnership with designer Cavalli is widely expected to give the Italian label a similar shot of mass-marketing adrenaline. H&M will push Cavalli's goods is a series of print ads, produced in-house, that will stretch across a plethora of daily and monthly publications, in addition to a television ad that will also hit movie theaters in select countries worldwide. In addition, the collection will get marketing play through the retailer's Web site and instore displays.
Cavalli said he "welcomed" the partnership because he expected it to bring his name to a "new audience" and further allow him to "experiment in different directions."  yanzic0522.
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