As you may have gathered from my numerous Target-centric and Target-happy posts, I REALLY like the discount retailer. I think they offer some of the best quality for value around, and I think most of their designer partnerships for so-called “masstige” lines have been brilliant.
Last month, Target premiered its Giada de Laurentiis line of cookware, bakeware, tools and specialty foods–and I’m not quite sold on them yet.
Most of the products, while aesthetically very nice, aren’t dramatically better or different from other offerings you’ll find on the shelf at Target, but they are noticeably more expensive. In this case, you’re definitely paying for the name.
Examples? Take a look at the Giada bakeware. The ceramic pie plate is $16.99, ceramic casserole dish is $29.99, and ceramic lasagna pan is $22.99. All together, that’s about $60 for three pieces (four if you count the casserole lid). But for $29.99, you can buy the outstanding Bialetti ceramic bakeware set, which includes all of the above (you’ll find an oval casserole dish approximately the same size of the lasagna pan) PLUS two individual-sized covered ramekins for $29.99. That’s a savings of more than 50 percent, and I’m already familiar with Bialetti’s quality.
So in this case–don’t just assume the designer/celebrity + Target combination means you’re getting a great deal.
You’ll find similarly dubiously priced items in the Giada kitchen tools line, but I will say that the tri-ply cookware looks to be a fairly good deal, although not markedly different in price from some similar items at Target.
As for the line of premium Giada food–pasta and pasta sauces, flavored coffees, etc.–expect to pay a premium for the name; I’d suggest picking up an item or two when they’re offered at a sale price if you’re intrigued by them, and decide for yourself if the Giada name really brings exceptional quality with it.
I think this is a miss for Target–the value is not that impressive, and there’s no reason to seek a celebrity name on things like kitchen tools. As much I love my Target, I won’t gloss over a “meh” line that’s getting a lot of advertising splash. You can shop much, much smarter than that.
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You are always paying more for the name in these “fabulous person/designer” for “great discount store” arrangements. It’s absurd because there is no difference in quality. While there might be an improvement in the design, it’s really not worth it!