Hollywood glitz, headed to the mall for fall - Philadelphia Daily News
They might be able to entertain a crowd, but can they design?
That's the big question as new celebrity fashion collections fill stores this fall.
The splashiest launch - Jennifer Lopez and Marc Anthony's lines for Kohl's - hits sales floors across America on Wednesday. Sofia Vergara's clothing and home goods will be in Kmart locations later this month, and the Kardashian sisters - Kim, Khloe, and Kourtney - recently unveiled their "Kollection" at Sears.
These lines join a full field of offerings by celebrity designers, from Victoria Beckham and Beyonc to Jessica Simpson and Mary-Kate and Ashley Olsen. All aim to attract consumers who like glamour and hope a little bit of a celeb's appeal will rub off if one just slips into that sparkly T-shirt or pair of high heels.
But it takes more than a boldface name to make consumers flock to the stores, and for every success there are twice as many failures. Sarah Jessica Parker regularly lands on best-dressed lists for her personal style, but her efforts for retailer Steve & Barry's were a fashion flop, as was the chain. She also struck out at Halston, parting ways from the brand earlier this summer.
Fashion experts say it takes a special mix of celebrity popularity, product design, and retail and marketing savvy for a line to last more than a few fashion cycles.
The Sept. 7 launch of the Lopez and Anthony collections presents a new twist on the celebrity concept. As readers of entertainment news know, the couple have announced they're divorcing. It's too early to know what effect the split will have on the public's response to the clothes, but lines come and go with a celebrity's popularity.
"Is there going to be life after separation of Jennifer Lopez and Marc Anthony? Only if the product can stand on its own," says Marshal Cohen, chief industry analyst for the NPD group, which tracks consumer behavior.
The clothes and other goods must have the right look and quality for the price, Cohen says.
Merchandisers have gone to great pains to make the J.Lo women's line look very much like her style: Photos show models with long brown hair wearing draped tops and skinny pants tucked into over-the-knee boots. Items such as fur vests add an edge to the mix. Ditto for Anthony's part: His line has slim-fit shirts and sweaters, streetwise moto jackets, and distressed jeans. The clothes look urban and hip, but wearable. The most expensive item is $240.
The public generally thinks the celebrities are involved in design, Cohen says, but while some of these big names sketch silhouettes and pick out fabrics, a greater number aren't likely to give the actual designs "more than a passing sign-off."
"I don't think the average customer cares whether or not the celebrity was very involved," says Robin Sackin, who teaches merchandising at the Fashion Institute of Technology in New York City.
Still, sales are likely to wane when celebrities stop promoting the line, their stars fade, or the products decline. "You see how many have failed," Sackin says. When the quality is poor or a line is cheaply made, people won't be repeat customers."
Where the lines have been successful, as in the case of Jessica Simpson's footwear, accessories, and clothing lines, "It's because she really knows her niche, and her name is with a good company," according to Sackin.
"Everyone wants to be a designer, but it's a very difficult business," she says.
Indeed, Cohen says stores will give the lines a year or so to gain traction, but "retailers have a short string, and you have to earn your keep."
Among those who have earned their keep in the business is Jaclyn Smith, whose brand of clothing and home products has been a fixture in Kmart stores for 26 years. Kmart was one of the pioneers in celebrity marketing, and the fact that Smith's line continues "just shows you don't have to be well-known in the current market to have success," Cohen says. Smith was one of the original Charlie's Angels on TV from 1976-81.
Kmart's newest celebrity offering is sportswear, dresses, and home goods from Vergara, the sexy star from Modern Family. Somehow it's hard to imagine that Vergara's sequined miniskirts will have the same staying power in the marketplace as the "comfort" pants and loose print tops that carry Kmart's Jaclyn Smith label.
Celebrity brands are popular with big retail chains because the lines can quickly develop a big following. "For a retailer like JC Penney to build a brand like Arizona Jeans today would be difficult," Cohen says. A celebrity has a built-in fan base.
But he doesn't expect the celebrity bubble to last forever. "I see it growing and becoming more important over three to five years," he says, "but the shakeout will continue, and the consumer will get disengaged as other brands become established as industry leaders."
Celebrity Fashion Lines
Jennifer Lopez and Marc Anthony, for Kohl's
Look for: A full range of women's sportswear, sleepwear, handbags, shoes, and boots on the Jennifer Lopez side, in a soothing neutral palette, $22-$140. Very J.Lo are over-the-knee boots, big hoop earrings, slouchy bags, and skinny jeans. Anthony's offerings include leather jackets and jeans, tailored clothing, ties, and dress shirts, $30-$240.
Wear hers: On weekend dates, to the club.
Wear his: For work, as well as for play.
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