2007
Big celebrity names don’t always equal big sales
Posted by: Jay Aces in Fashion News |
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At one time or another as clothing designers, we all have the dream that a celebrity will wear our clothing and garner a buzz strong enough to sky rocket our sales, but sometimes even celebrity clothing lines don’t fair as well as we believe they would. For instance Damon Dash’s CEO clothing line has yet to propel its self strongly in the market place and garner significant sales also Dash has pulled the plug on his State Property sportswear line according to the NY post. Having a big name does not always equal big sales. Dr. Jay’s retail chain, which is considering buying the CEO line, is waiting for Dash to make some adjustments, such as shrinking the logos “so they are not so in your face.” Other retailers also said they are holding off on carrying the line to see how it evolves. This article is just a reminder that in terms of longevity the product is what really matters not the name behind it, so keep designing with passion and vigor so your line will one day propel your name and not the other way around, because sometimes celebrity name branding can end up to be a disappointment and work in a negative manner. Leaving your clothing line to be only as successful as the celebrity behind it.
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May 2nd, 2007 at 11:55 am
Sometimes its all about the quality
May 2nd, 2007 at 12:35 pm
I may step on some people’s toes by saying this, but some of the shit I see people making is straight GHETTO. Like seriously gutter. I’m amazed that some of this ish actually makes it into music videos and that some of these companies have pics of tons of celebs rocking their shit, but I guess this is just proof celeb endorsement only matters so much.
Here’s a question for you guys… do you think “local” celebrities, i.e. well respected DJs, groups that play out in their home town frequently, and, in general, those who have a more grass roots appeal (as opposed to Dame Dash) have more influence over the consumers in a given area than national celebrities or do you think national celebrities have just as much pull, just a lot more exposure?
May 2nd, 2007 at 12:48 pm
I agree with you Xander…there are some clothing lines that are just nonsense and I don’t understand why people would wear them.
Yes I think local celebrities have influence over people in a certain area…because they have a following just like a well known celebrity just in a smaller demographic of an area.
May 3rd, 2007 at 3:57 am
Depending upon the celebrity, their influence, and the brand, the impact can be extremely huge. I think it all depends upon the celebrity, your line, and if they have an influence on your target market. You don’t want a celeb to wear your brand just because he or she is a celeb. So, choose your celebs wisely.
May 3rd, 2007 at 6:15 am
I absolutely agree that the IF you choose to have a celeb endorse your product, make sure you choose wisely. In my case, there are some very specific celebs with whom IDM Wear would be a perfect fit… a match made in heaven. On the other hand, there are some who’s public persona is the antithesis of our concept. I have to agree that the local celebs have a stronger, albeit narrower influence. It’s a matter of quality versus quantity.
May 4th, 2007 at 11:05 am
^^^ I agrre with everyone too, but I’ll even name drop…. Crooks is the worst!! They got Jay-Z rockin’ their stuff. I respect their business hustle, but that is where it stops. How many ways can you print gold link chains on a shirt, I mean seriousely! What’s next Bob Marley or 2Pac with a bandana over their mouths, holdin a bar (or whatever that is), with gold chains hanging off their necks. Here’s a suggestion Crooks… Step your game up!!!
May 4th, 2007 at 11:21 am
Yeah you are right about Crooks they have milked the hell out of the chains and bandana stuff…:(
May 4th, 2007 at 12:14 pm
Although I can hear what you guys are saying about crooks, I don’t exactly agree.
The LRG brand is defined by a few things
#1 - Misplaced tags i.e. on the neck/collar, the bottom of the shirt, etc
#2 - Metal logos where most brands would attach and embroidered fabric logo
#3 - Yellow gold logo-zippers
These are things that when you see, you go “oh, that’s lrg.” In fact, i’d argue that if you take any blank hoody in the world and put those 3 things on it, most people that know LRG would say “Oh, that’s an LRG joint.”
In my disdain for a lot of the really bad all over prints that were done over the past few years, I was thinking about how could you brand something without plastering your logo all over it. I think the crooks bandana/chain motif is an answer to that. Neither the bandana nor the chain are their logo, but its a versatile visual differentiator that makes a crooks shirt a crooks shirt. I.E. Crooks can make a picture of jesus on a crucifix and put a bandanna on him and EVERYONE that knows crooks would be able to tell that its a crooks shirt. They could put a bandana over george bush and everyone would know its a crooks shirt, etc. From a business/creative perspective, I really respect what they’ve done.
August 31st, 2007 at 8:42 am
good read I can believe I missed this!! I think D.dash isn’t the greatest business man as we thought…Can someone say Jay?