Are you a sheet snob? I don’t mean a sheet hog… as in you have a tendency to steal the sheet and blankets from the person with whom you share a bed. I mean do you refuse to sleep on a bed unless it is fitted with sheets that have a thread count of less than 800, 500 or 200 (the higher the thread count the softer the sheet–200 is standard)?
A new study shows that most home good’s buyers are reluctant to purchase sheets that are under 200. My take on that is this: most stores don’t offer sheet sets that are under 200. (I have seen some low-priced sets at Wal-Mart that have a 150 thread count.) My other two cents on the subject is this: ever since Oprah Winfrey remarked on one of her famous “Favorite Things” shows that she doesn’t sleep on sheets with a thread count of less than 1000, others started to follow her lead (not necessarily buying 1000 thread count sheets—which cost around $500—but being aware of thread count in general).
Which brings me to this latest tidbit on the “domestics” front: Vera Wang (one of Oprah’s favorite fashion designers), known for her $10,000 wedding gowns, is teaming up with mid-brow retailer Kohl’s to create a new fashion and lifestyle brand. The exclusive brand called Very Vera by Vera Wang will be available in all Kohl’s stores starting in the fall of 2007.
Among the items up for sale—you guessed it—designer sheets (with high thread counts). In addition to the linens, Very Vera by Vera Wang merchandise will also include sportswear, intimate apparel, handbags, leather accessories, jewelry, footwear and towels. A Kohl’s spokesperson says prices have not been set for the collection, but it will be aimed at the top tier in Kohls’ women’s apparel offerings. According to the company, currently, the highest priced women’s apparel collection at Kohl’s is Polo Ralph Lauren’s Chaps, which features $50 sweaters and $120 jackets.
So is Vera Wang following a growing trend or is she selling out? It’s the question many fashion magazines editors wanted to know. Frankly, I think that it is an opportunity for Wang to expand her customer base to middle-income shoppes like myself, though I hope her sheets are less than $100 otherwise I still won’t be able to afford her stuff regardless of the fact that it is being stocked at my local Kohl’s.
As far as the trend goes… it’s no secret, Kohl’s and other department stores are increasingly turning to big designer names to develop exclusive merchandise, following in the footsteps of Target, which has done well with its partnerships with Isaac Mizrahi and Cynthia Rowley. And if you haven’t already seen the TV commercials, J.C. Penney teamed up with dress designer Nicole Miller to develop an affordable collection, while Federated Department Stores Inc. announced a deal in April with domestics diva Martha Stewart to develop a home furnishings collection that will be rolled out at Macy’s stores in the fall 2007.
In regards to her new “affordable” line Wang recently told reporters that “it has troubled” her for quite a while not to be able to offer her designs to all women. “We have been quite elitist in terms of price points,” she said.
So are you a sheet snob? Will you be in line to buy Wang’s designer sheets?
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