When it comes to selling jeans, celebrities matter.
“It’s no longer aspirational, it’s an actionable moment,” said Susan Kaufman, editor of People StyleWatch, who explained that when women see celebrities wearing certain jeans brands in the magazine, they go out and buy them for themselves.
A study People StyleWatch conducted among 2,000 women between the ages of 18 and 49 found that three-quarters of them are influenced by celebrities more than ever before. Sixty-six percent said it feels good to see a celebrity they admire wear something they would wear; 74 percent said they get ideas from celebrities even if they don’t realize it; 76 percent said celebrities have more impact on fashion today, and 61 percent said they get style ideas from celebrity photographs rather than runway models.
Kaufman believes women relate more to celebrities, whom they feel they know and who come in different shapes and sizes from a skinny 5-foot, 10-inch model they don’t know and by whom they are intimidated.
Also, three-quarters of the women surveyed said they would pay more for something if a celebrity were wearing it; 40 percent said that seeing a celebrity wearing something is like a recommendation from a stylish friend, and four in 10 women have purchased a product because they saw a celebrity wear it.
“They will pay more for premium denim if they see a celebrity wearing it,” said Kaufman. “They might not be able to afford a $2,500 Gucci bag — that’s serious aspiration — but they can afford a $150 jean, or a $255 jean, and they’re buying into that dream and that validation that they get from the celebrity wearing it,” said Kaufman.
“When we run our denim stories and do reporting on a brand, and which celebrities are wearing them, those jeans sell out,” said Kaufman, who added that the magazine is planning a Denim Awards issue in November.
Kaufman also believes that celebrities make new trends understandable. Women often get intimidated by new silhouettes and new shapes. When People StyleWatch took a poll after skinny jeans hit the market in 2004, it found that 90 percent of the women surveyed said “no way” to skinny jeans. The magazine started doing stories and showed how celebrities were wearing skinny jeans and what tops they were wearing with them. Six months later, 50 percent said they would wear skinny jeans, and within a year, 99 percent were wearing skinny jeans.
Kaufman said her office is sent 300 pictures a day of celebrities. Within one week, she’ll have at least 100 images of celebrities in jeans. In the April issue alone, there were 76 celebrity IDs for jeans, and 13 brands represented. There were 39 credits from one brand, which she declined to name, but later revealed it started with a J. (Hello, J Brand.) She said it’s a missed opportunity for a vendor if a celebrity photo runs without a credit.
Kaufman cited some additional statistics from her study, such as the fact that women said jeans were the second most important thing that they can’t live without, behind their cell phone, and are the item they are most likely to splurge on, behind shoes. “Some 48 percent of women said they are more excited getting jeans on sale than having sex,” she said.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)