Martha Stewart and Macy's

While the never ending and always interesting talk about Vera Wang and whether or not it was a good choice for her to have a line at Kohl's, Martha Stewart raises interesting views about having a line at lower end department stores. Several years ago Martha Stewart started a line at K-Mart that consisted of home accessories such as towels, linens, etc. To me this line was going to make it or break it. She had a heavily watched television show and then for her to come out with a line in K-Mart could have risked her career. Luckily it sold very well and just recently she started a line at a much higher end department store; Macy's. Here she started a higher end line that consisted of housewares that is going to launch very shortly.
After reading about Martha Stewart's line it then makes me consider that Vera Wang has much larger plans that we are not thinking about. Perhaps she is starting out at a lower end store (Kohl's) so after a few years she can then launch a more exclusive, higher end line in a store such as Macy's or Nordstrom's. To me this would be a great move because you are targeting different people with different incomes by having base lines then more exclusive lines.