This is not Marc Anthony, but the model is dressed in the singer's style, wearing an outfit from Kohl's new Marc Anthony line. Items include a faux-fur-lined nylon coat, $200, military woven shirt, $52, and dress pants, $70. The coat will be in stores in November; other items available this month. (Provided by Kohl's)
They might be able to entertain a crowd, but can they design?
That's the big question as new celebrity fashion collections fill stores this fall.
The splashiest launch Jennifer Lopez and Marc Anthony's lines for Kohl's hits sales floors across America tomorrow. Sofi Vergara's clothing and home goods will be in Kmart locations later this month, and the Kardashian sisters Kim, Khloe and Kourtney recently unveiled their "Kollection" at Sears.
These lines join a full field of offerings by celebrity designers, from Victoria Beckham and Beyonce to Jessica Simpson and Mary-Kate and Ashley Olsen. All aim to capture a bit of the market that likes glamour and hopes a little bit of a
The look of J.Lo: Merchandisers at Kohl's channeled Jennifer Lopez's glam fashion sense in coming up with the line, which features a sequinned top, $84, wide- leg pants, $60, faux-fur jacket, $100, handbag, $119, and jewelry, $22-$36, all in stores this month. The collection also has sleepwear and linens. (The Denver Post)
But it takes more than a bold-faced name to make consumers flock to the stores, and for every success there are twice as many failures. Sarah Jessica Parker regularly lands on best-dressed lists for her personal style, but her efforts for the mass fashion retailer Steve & Barry's were a fashion flop, as was the chain. She also struck out as chief creative at Halston, parting ways from the brand earlier this summer.
Fashion experts say it takes a special mix of celebrity popularity, product design, and retail and marketing savvy for a line to last more than a few fashion cycles.
Wednesday's launch of the Lopez and Anthony collections presents a new twist on the celebrity concept. As readers of entertainment news know, the couple have announced they're divorcing. It's too early to know what effect the couple's split will have on the public's response to the clothes, but lines come and go with a celebrity's popularity.
"Is there going to be life after separation of Jennifer Lopez and Marc Anthony? Only if the product can stand on its own," says Marshal Cohen, chief industry analyst for the NPD group, which
Like mother, like daughter: Madonna's teenage fashion maven, Lourdes Leon, has her own line of clothes, accessories and beauty products at Macy's. Here, the printed harem pants, $38 and T-shirt, $25. (Provided by Macy's)
The clothes and other goods must have the right look and quality for the price being charged, Cohen says.
Merchandisers have gone to great pains to make the J.Lo women's line look very much like her style: photos show models with long brown hair wearing draped tops and skinny pants tucked into over-the-knee boots. Items like fur vests add an edge to the mix. Ditto for Anthony's part: His line has slim-fit shirts and sweaters, streetwise moto jackets, distressed jeans. The clothes look urban and hip but wearable. The most expensive item is $240.
The public generally thinks the celebrities are involved in design, Cohen says, but while some of these big names sketch silhouettes and pick out
Double time: Mary-Kate and Ashley Olsen have their fashion feet in the mass and luxury markets. These Olsenboye moccasins are $29.99 at stores and jcp.com. (Provided by JC Penney)
"I don't think the average customer cares whether or not the celebrity was very involved," says Robin Sackin, who teaches merchandising at the Fashion Institute of Technology in New York City.
Still, sales are likely to wane when celebrities stop promoting the line, their star fades or the product declines. "You see how many have failed," Sackin says. When the quality is poor or a line is cheaply made, people won't be repeat customers."
Where the lines have been successful, as in the case of Jessica Simpson's footwear, accessories and clothing lines, "It's because she really knows her niche, and her name is with a good
Teen sensation: Selena Gomez's Dream Out Loud line features an array of wearable jeans, T-shirts, vests and accessories, all under $30. (Provided by Kmart)
"Everyone wants to be a designer, but it's a very difficult business," she says.
Indeed, Cohen says stores will give the lines a year or so to gain traction, but "retailers have a short string, and you have to earn your keep."
Among those who have earned their keep in the business is Jaclyn Smith, whose brand of clothing and home products has been a fixture in Kmart stores for 26 years. Kmart was one of the pioneers in celebrity marketing, and the fact that Smith's line continues "just shows you don't have to be well-known in the current market to have success," Cohen says. Smith was one of the original "Charlie's Angels" on TV from 1976-81.
Kmart's newest celebrity offering is
Streetwise: Marc Anthony's line for Kohl's features tailored clothing and sportswear, including this motocross jacket, $180, striped sweater, $65, dress pants, $70, and woven reversible scarf, $36. (Provided by Kohl's)
Celebrity brands are popular with big retail chains because the lines can quickly develop a big following. "For a retailer like JC Penney to build a brand like Arizona Jeans today would be difficult," Cohen says. A celebrity has a built-in fan base.
But he doesn't expect the celebrity bubble to last forever. "I see it growing and becoming more important over three to five years," he says, "but the shake out will continue, and the consumer will get disengaged as other brands become established as industry leaders."
Suzanne S. Brown: 303-954-1697 or sbrown@denverpost.com
Celebrity collection sampler
Jenifer Lopez and Marc Anthony, for Kohl's Look for: A full range of women's sportswear, sleepwear, handbags, shoes and boots on the Jennifer Lopez side, in a soothing neutral palette, $22-$140. Very J.Lo are over-the-knee boots, big hoop earrings, slouchy bags and skinny jeans. Anthony's offerings include leather jackets and jeans, tailored clothing, ties and dress shirts, $30-$240.
Wear hers: on weekend dates, to the club.
Wear his: for work, as well as for play.
Kardashian Kollection by sisters Kim, Khloe and Kourtney, for Sears
Look for: animal print jumpsuits, one-shoulder dresses, jeggings, jewelry, bags, shoes, intimate apparel, $20-$100.
Wear it: when watching reality TV.
Lourdes Leon (Madonna's daughter) for Material Girl, at Macy's
Look for: edgy fashion looks like harem pants, zippered miniskirts, printed T-shirts, varsity cardigans, faux fur vests. Also, shoes, beauty products, lingerie, $12-$58.
Wear it: to school, parties, when hanging out with friends.
Dream Out Loud by Selena Gomez, at Kmart
Look for: cute and wearable plaid tops, embellished T's, skinny cargo pants, tiered skirts, crossbody bags, shoes, jewlery, $10-$30.
Wear it: just about everywhere except the dressiest of occasions.
Mary-Kate and Ashley Olsen at various stores, including JC Penney for the Olsenboye line; Bergdorf Goodman for The Row; and Neiman Marcus for Elizabeth and James
Look for: The Olsen twins often look like bag ladies in public, but their fashion sense is spot-on, and they've been able to put their stamp on everything from juniors sportswear and shoes at Penney's, $28-$70; to chic boots, bags, jewelry, eyewear and clothing for their collections Elizabeth and James, $45-$985; and The Row, $225-$8,000.
Wear the Penney's looks: If you're a trendy teen.
Wear the other lines: If you're serious about fashion and don't mind paying for it.
Sofia by Sofi Vergara, at Kmart
Look for: sequinned miniskirts, draped tops, clingy dresses, leggings, $20-$45.
Wear it: when on the prowl.