Mary-Kate and Ashley Olsen and Eminem already have them, and Beyoncé and Gwen Stefani want them. They’re clothing lines by celebrities — a trend in junior fashion that’s showing no sign of slowing down.
While hip-hop stars Snoop Dogg, P. Diddy and Jay-Z have been in the apparel business for several years, it wasn’t until Jennifer Lopez launched her line for young women that other celebs wanted a piece of the junior market.
To date, Lopez has managed to rake in more than $130 million at retail, and according to Denise Seegal, president and chief executive officer of the brand, it’s on track to become a $175 million company by the end of the year. While Lopez plans to extend her brand to include cold weather accessories, a line extension called Sweetface and possibly a second fragrance, other actors and singers are planning for their own debuts.
This begs the question of whether there is room in the stores for all of these brands in a $12 billion market.
While specialty retailers like Dr. Jay’s and Up Against The Wall have made their money by selling clothes from JLo and Rocawear, it’s the department stores that might have a hard time finding space for these brands.
In the past, junior labels like XOXO and Rampage have had a great deal of floor space in the junior departments across the country. Now that the celebrity junior lines are all the rage, these stores have to devote more space to these collections. For example, since the launch of JLo by Jennifer Lopez in 2001, Macy’s East has had major success with the brand, extending its offerings each season. Macy’s has created a large space for the brand in its Herald Square flagship, as well as in several of its other locations.
Barbara Coulon, vice president of trends for Youth Intelligence, said the celebrity clothing line craze is a trend and these labels most likely will not push out the mainstays.
“It’ll be interesting to see how all of these lines do,” Coulon said. “But I really think the noncelebrity lines will always be there. This is a trend and, to see how well the lines do, it really depends on how good the product is and if the celebrity is hot. Launching a celebrity line is a risky thing to do.”Risky or not, Seegal said stores will make room for whatever product is selling — celebrity endorsed or not.
“It’s about the product and it will always come down to the best product,” she said. “Every celebrity can’t say they are the best designer simply because of their celebrity status.”
So, the celebrity collections continue. Here, a list of what to expect in the coming months.
Eve: The rapper’s Fetish line is set to hit stores later this month, just in time for back-to-school shopping. While it is a denim-driven collection, it will also feature such fashion pieces as bomber jackets and slipdresses. Also, the full Fetish lifestyle will launch in the coming months to include accessories, fragrance and a high-end boutique line.
Gwen Stefani: The lead singer of No Doubt told WWD more than a year ago that she plans to launch a line called L.A.M.B. Now, word is the singer will roll it out for holiday. In the meantime, the rocker’s handbag line with LeSportsac will hit stores in the fall and the company has already extended its collaboration for a second season. Stefani’s much-anticipated L.A.M.B. apparel line will coordinate with the LeSportsac bags.
Hilary Duff: Best known for her role as Lizzie on Disney’s “Lizzie McGuire,” this queen of the teen set will launch a line of cosmetics for spring retailing, but that won’t be the end of it. Hoping to capitalize on her massive popularity as Lizzie, the Houston native is developing a series of products to include clothing, accessories and home items with a label marked Stuff by Hilary Duff.
Beyoncé and Tina Knowles: The details are still hush-hush, but it’s been said that this mother and daughter team will launch a high-end line of jeans called B Wear.
50 Cent: The hot rapper is said to have signed a deal with Ecko Unlimited, which will distribute and produce the lifestyle collection.
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