Missoni takes on the Kardashians, J. Lo and Marc Anthony

Fashion newness is all around this fall with interesting merchandising initiatives pitting designers, celebrities and retailers against one another to determine which approach will resonate strongest with consumers.

Target has launched its expansive Missoni designer partnership, which includes 400 items across the apparel and home categories and is the largest such undertaking in the company’s history. Meanwhile, Kohl’s hit the market with the biggest brand launch in its history when it introduced the Jennifer Lopez Collection and Marc Anthony Collection. Then there was Sears, which splashed a sensual photo of Kim, Chloe and Kourtney Kardashian across the cover of this week’s circular to announce the launch of the siblings “Kollection,” and yes they spell it with a “K.”

It all makes for an interesting competitive dynamic and affords shoppers the choice between the mass market offerings of a trendy Italian design house at Target, the style interpretations of a Hollywood power couple that decided to separate after inking a deal with Kohl’s and the Kardashian sisters whose unique form of celebrity defies classification.

While Kohl’s J. Lo and Marc Anthony offerings have not gone as originally planned and the Sear’s launched the Kardashian’s line with a 30% markdown, Target appears to have fared better with Missoni. Last Thursday at Fashion’s Night Out in New York Target’s Missoni pop up store in Manhattan was extremely busy and generating buzz.

Citigroup retail analyst Deb Weinswig endured a two and a half hour wait in line for an opportunity to preview the line.

“The wait was worth it, as Missoni for Target represents Target’s largest designer partnership to date,” Weinswig said. “We expect the Missoni collection to surpass the Liberty of London line from Spring 2010, as Missoni for Target includes more than 400 items spanning multiple product categories including apparel for women, men, and kids, accessories, shoes, baby, beauty, and home.”

Liberty of London, a 300-item line, was a big deal last year and a strong contributor to sales the company noted at the time. Missoni is an even bigger bet and it was evident in the two story, 8,000-sq.-ft. pop up store, which was much larger with a deeper inventory assortment than the prior year’s Liberty of London offering.

Reflecting on her visit, Weinswig noted, “Shoppers were all very excited about their finds and despite the long wait to enter, the lack of air conditioning and hour-long checkout line, the atmosphere was great.”