While I was shopping for blue jeans at Target this weekend, I came across a surprising find: official T shirts from the Beatles Cirque du Soleil LOVE show on sale for $12.99, and wedged like excess stock on a rack of music merchandise.
Although making official LOVE merchandise available at Target might provide a short-term dividend for Cirque du Soleil, I believe the approach is a long-term mistake. Cirque du Soleil packages LOVE as a high-end experience. Part of the appeal of seeing the show — and a big reason why people are willing to pay $70-to-$150 for a ticket — is the chance to enjoy the legacy of the Beatles in a way you cannot elsewhere.
The show occurs in a theater-in-the-round custom-made for the act in the Las Vegas Mirage. Just outside the theater, you can find exclusive (and expensive) merchandise at the LOVE boutique (an irresistible destination) and grab a drink at the Revolution lounge.
There is no other way you an experience LOVE unless you are in Las Vegas. And LOVE is an experience well rendered.
Selling LOVE T shirts at Target cheapens the Cirque du Soleil LOVE brand. You don’t think “upscale” when you find LOVE merchandise carelessly tossed on a rack as you stroll the aisles of Target looking for mayonnaise, shampoo, and $20 blue jeans. And the Cirque du Soleil LOVE brand loses its aura of exclusivity, too.
I am reminded of what happened to Krispy Kreme. Once upon a time, going to a Krispy Kreme store was really cool. The only outlet in the western suburbs of Chicago was located miles from our home, and we went out of our way to go there. The service was great. Watching the donuts made was a hoot. And the donuts themselves were delicious. But seemingly overnight, Krispy Kreme saturated the market. A store opened closer to our home. You could find Krispy Kremes stocked in grocery stores. The brand was no longer special. And the brand failed.
Krispy Kreme was by no means an upscale brand like LOVE, but it was just as special in its own way. It will be interesting to see if Cirque du Soleil LOVE remains special.