Celeb clothing lines; Do they actually sell?
I was reading ONTD and saw a post called Posh’s Jeans Blues: Sales Disappoint on dVb Line. Here’s a quote:
The blogosphere has been buzzing with reports that Victoria Beckham’s dVb denim line is being dropped from several top retailers, including L.A.’s famous Fred Segal and Kitson boutiques. Turns out that while the line isn’t dropped from Kitson, it’s definitely not performing up to expectation — and that’s being attributed to Posh’s laissez-faire attitude. Kitson owner Fraser Ross tells PEOPLE, “She’s not supporting the line. It’s not good for her brand and not good for her endorsements. In a tough economy, you need to be in partnership with the people that are selling your line to your fans. That’s the bottom line.
This got me thinking, do celeb lines actually sell? I see a lot of it on the sales racks and in resellers like Winners, *cough*HOUSE OF DEREON*cough*, so they can’t be doing that well. Kate Moss’s line at Topshot started off with a lot of buzz but has downturned quickly. Now you might mention the H&M designer collections to me. Yes, they have done well generally, but as time goes on, you begin to see more and more pieces from the collections hanging around on the racks and eventually the sales racks, hello Madonna and Viktor & Rolf. I even saw those horrible Cavalli faux fur bomber jackets at sale time.
Are there any shop owners that can answer this question? Please leave a comment. What celeb brands do work? What is your retail strategy when dealing with something so transient?
Yes, I realize the image is for Marc Jacobs, but it’s the only images of Posh Spice I have and I didn’t want to download one.
images: thefashionspot.com
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These other posts could be related to this I want - I got posting:
Comments
The only ones I’ve noticed that sell are ones that really don’t focus on the celebs–like Gwen Stefani and LAMB or Jovovich-Hawk…I didn’t even know LAMB was by Stefani until much later. I’m not sure about Edun, but I think it sells as well…
I’ve never seen an Edun stuff around, sale or otherwise.
Jovovich-Hawk I don’t consider a celeb line, these people worked in the industry.
I don’t sell celeb clothes, but don’t you think they are so trendy they don’t last long as the in items. Anyway that is just my thought on the celeb trend.
Hi Jan
Thanks for commenting. I think some of the problem is that celebs tend to announce these lines months before they are available and people lose interest quickly. So these things are usually over before they even hit the stores.
Looks like the Kitson dude got an angry phone call
http://www.vogue.co.uk/vogue_daily/story/story.asp?stid=51997