Jean Paul Gaultier, the French avant garde designer best known for creating the sculpted costumes worn by Madonna during her shows in the ’90s, recently started selling clothes under his name in Target (well, at least it was not in Walmart…).
While the effects of such a move on his brand remain to be seen, we can immediately think of less risky alternatives if he wanted to move his brand to the mainstream and cash in on the growing trend toward affordability. For example, he could have created a new label, endorsed by his main brand, something like “New Label by Jean Paul Gaultier”.
Some argue that he can afford to use his full name because he is not very well known in the U.S., but that reasoning doesn’t hold much water in this increasingly globalized and social-media-connected world. While we wait to see how this plays out in the end, my opinion is this: great move for Target, faux pas for Monsieur Gaultier.
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