Gwen Stefani is a fashion success, but not all celebrities can report similar results.
Madonna has topped the singles charts 12 times since 1982.
But can she sell capri pants?
This month the Material Girl joined a growing roster of celebrities peddling their own fashion lines. Her new collection, featured at cheap-chic Swedish retailer H&M, includes the works--from dresses and pants to belts and handbags.
But for all of Madonna's fame on stage, success in fashion is hardly guaranteed. Her first attempt--modestly priced track suits and other sporty wear, also sold at H&M--met with lukewarm reaction.
In Pictures: Celebrity Fashion Lines
Indeed, with all the competition from other celebrity entrepreneurs, the days of relying solely on star power are all but gone.
“We got away with that three years ago, when the celebrity craze just started,” says Marshal Cohen, chief industry analyst at Port Washington, N.Y.-based NPD Group. “The pendulum is starting to swing backward.”
Some stars got into the fashion game early and reaped the rewards. Jaclyn Smith, of Charlie's Angels fame, teamed with Kmart two decades ago and her clothes are still flying off the shelves.
But times have changed. While rocker Gwen Stefani's two clothing lines-- Harajuku Lovers and L.A.M.B.--have been hits, Nicky Hilton's Chick line languished at Macy's and the trend-setting Los Angeles boutique Kitson.
David Wolfe, creative director for fashion consultancy the Doneger Group, says his retail clients were rushing to check out new celebrity clothing lines as recently as a year ago. Now, he says: "The consumer is getting jaded and very wary that the star has nothing to do with the merchandise."
In other words, the goods have to actually be good. "It doesn't matter who it is--if the product isn't what the customer wants to wear, it will sit on the shelves," says Jaclyne Brander, owner of Santa Monica’s Fred Segal Fun, which carries a slew of celebrity brands, including Justin Timberlake's William Rast line and Elle Macpherson's Intimates lingerie.
What brands do succeed? "The ones that are modeled on the celebrity’s own unique style," says Danielle De Marne, fashion director of Scoop, a growing upscale clothing chain. One example is Sweetface, the second and more glamorous of two clothing lines launched by Jennifer Lopez. Her first, called JLo (no longer her celebrity moniker), didn't fare as well.
No matter how compelling the product, celebrities also have to stump relentlessly to survive in such a crowded marketplace. The best endorsement they can give: actually wearing their own lines. "If you're going to [put out] an album, you have to do a dog and pony show to sell it," says Fraser Ross, owner of Kitson. "You have to do the same with the clothing brand."
Kitson gives former Spice Girl Victoria Beckham kudos for coming to the store and promoting her line of jeans for Rock & Republic. And he's optimistic about her upcoming line, dVb, which he says he already spent $100,000 to stock.
Flagging sales aren't the only risks of celebrity entrepreneurship. There's also the bad press. Take Jessica Simpson, who is currently involved in a legal battle with Tarrant Apparel Group (nasdaq: TAGS - news - people ), manufacturer of her JS and Princy brands. Like most matters in the pop star’s life, this one too plays out in the papers.
If you're already a celebrity, why take the risk? Simple: The cash is too nice to pass up. "If the $20 million dollar movie offers aren't coming in, [celebrity] management teams look for other ways to make money," says Ross. And turning heads in fashion is just another way to turn up the star power, says Catherine Sadler, president of the Catherine Sadler Group, a marketing consultancy.
Take Madonna, says Sadler: "She is a consummate marketer who realizes the value of keeping herself current through fashion as well as music."
Ah, but will she don those capris?
Gwen Stefani: pop star
Her lines: Harajuku Lovers, L.A.M.B.
Where to buy: Kitson in Los Angeles, Nordstrom and Bloomingdales
With two lines, Stefani is the gold standard of celebrity branding. The stylish singer is frequently seen wearing both her lines, though L.A.M.B.--combining rockabilly, punk and rasta influences--is the higher-end brand. Harajuku Lovers' Asian inspired tops and bags retail for less than $100, while a pair of L.A.M.B. high-heeled, lace-up ankle boots go for $375.
<< Home