Has anybody seen these funky monkey logos around town on shirts, backpacks
and more? I recognized them as designer Paul Frank’s Julius the monkey, and so I was really surprised when I asked someone where they got their shirt. The answer was Target, whom I’ve written about before in this blog as being very smart when it comes to retailer-exclusive product lines. Curious about how high-end designer Paul Frank ended up at Target, I did a little digging.
Turns out that Mossimo, known these days for his extensive line at Target, took a stake in the company last year. Paul Frank sold his stake and left the company as part of a lawsuit settlement.
Anyway, long story short, that’s how Julius - the monkey I’d always associated with having a lot of
cache and selling at high-end boutiques, vintage stores and surf shops - landed at Target. Though they will need to be careful not to flood the market and thereby dilute the brand, it’s a coveted image. Once again, Target’s done a great job of positioning themselves through securing designer lines at affordable prices.
Long story short...look for lots of kids and young adults in your area to be sporting t-shirts, sunglasses and other apparel and accessories that feature Julius, the cheeky monkey.
What do you think? Will blanketing America with Julius negatively impact the brand? Should they have kept it niche in order to maintain the brand perception?
Blogs are so informative where we get lots of information on any topic. Nice job keep it up!!
Posted by: Dissertation Samples | October 15, 2009 at 05:54 AM