Pierce Mattie Public Relations New York

Mass marketing has seemed to be the way to go for Vera Wang...that and exclusive partnerships, such as her partnership with Kohl's. She's successfully balanced the two without tarnishing her high-end profile. The Vera Wang brand has evolved into more than simply wedding dresses and stepping foot outside of the bridal industry has proven continued success for her company.

Kohl's saw an opportunity during a time when exclusive partnerships with high fashion designers were only beginning to emerge in department stores, such as at Target, JC Penney and Macy's. It was Kohl's formula for success that began many other collaborations, such as with Bobby Flay and Lauren Conrad and soon Jennifer Lopez and husband Marc Anthony. 

Now Vera Wang is adding cosmetics to her repertoire, which will be sold exclusively at Kohl's. This opens the door to something more than just fashion designers launching exclusives at Kohl's, but many more prestige cosmetic brands could find it appealing to market with the mid-retailer as well.