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Celebrity status on the screen or in the music industry is a natural mix with fashion and big names are an excellent way to promote new fashion trends. From fragrances to red carpet design fashions, celebrities want to make a statement about their sense of style and preferences. These statements can drive designer fashion sales.
As an example, blue jeans are an enduring fashion staple across the full range of demographics – from children to senior citizens. However, the truly fashion conscious between roughly 18 and 40 years old, have very specific tastes in jeans that are affected by advertising and celebrity endorsements. There are occasional anomalies like Bret Favre’s endorsement campaign for definitely non-high fashion Wrangler jeans that are directed at sports fans and catch the public’s eye. They are the exception.
One of the interesting fashion directions that celebrities have taken is developing their own lines of clothing and accessories in collaboration with professional designer firms. While it is rarely guaranteed that a particular celebrity’s line will take off, if the celebrity has strong business sense, a good product and a well executed advertising campaign, the line may be successful. It has worked for Liz Taylor and other well known celebrities like Jennifer Lopez.
Revenue from celebrity fashions lines is significant. Jennifer Lopez launched her J. Lo line of clothing and cosmetics in 2001. In 2002, sales generated $130 million; by 2004, revenue had jumped to $375 million.
Vibe fashion design director John Moore made an insightful observation about the difference between how movie stars and music industry celebrities behave with respect to fashions. He noted that while both groups market themselves, actors play different roles in movies. Music industry stars, on the other hand, market themselves constantly and more intensely because their style is their brand and it does not change
