I asked Emma the other day to do some market research on high end-ish designers creating cheaper collections. This is what she said about BCBGGeneration: "I’m getting mixed feelings. I THOUGHT I would love it ... after analyzing their ads in my magazines and also being a fan of Max Azria’s empire... but looking up close at the collection – to me, it just looks like a more basic version of the high end line and doesn’t look nicely crafted, especially for the price they are asking for…Hmm… "
so I took a look at the collection and I have to say I agree with her. The collection is crap. Max Azria, designer, chairman and CEO of BCBG Max Azria Group told WWD, "I look forward to offering an underserved consumer, regardless of age, superior fashion at competitive prices." I have the highest amount of respect for Azria, but I do think this collection missed the mark a bit.