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TEENAGERS AND CELEBRITIES AND FASHION:  That’s a trio that’s tight, explosive, and fast changing! Right now, smart fashion marketers looking to get the max out of their products are doing everything they can to capture the attention of teenagers, and hold on to it as long as possible, which is generally not very long at all.

   –But for those who succeed for even a short while — teen-smart celebrities and fashion marketers — the results can mean big bucks, indeed!

 

                                         Dollars and Cents

Just take a look at these figures, supplied by NPD Group:  Despite the frail economy, teenagers and young adults aged 13 to 24 spent $50.billion on apparel for the 12 months ended in April.  Females accounted for $33.59 billion, and guys for $17.21 billion.  The same age group spent $12.3 billion on accessories, breaking at $8.28 billion by females, and $4.02 by guys.  This is a powerful, highly lucrative market!

To capitalize on the group’s spending power, fashion marketers are using celebrity fashion labels almost as much as designer labels and working overtime to sign up celebrities like Selena Gomez and WalMart’s Miley Cyrus. 

 

YOU CAN FIND A BEVY OF SMART, CELEBRITY-LIKE ACCESSORIES HERE. 

READ THE FASHION MAGAZINES, SEE WHAT THE HOT CELEBS ARE WEARING, AND GO FOR IT!

 

 

                                             The Majors

AMONG THE MOST INFLUENTIAL celebrities on the scene now, especially for girls, are fashion role models because they are always out there making fashion statements. 

They include Rachel Bilson, Hayden Panettiere, Lauren Conrad, Whitney Port, Blake Lively, Leighton Meester and Reese Witherspoon, among others.  Who will be on the IN list tomorrow, of course, is anybody’s guess.  Teen taste in trends and the celebrities who excite them move with shocking speed!

According to Kit Nordmark, senior research manager at Teenage Research Unlimited, celebrity influence seems to be increasing because of the sheer exposure, and 360-degree access the public has to their personalities and styles.

“Today,” Nordmark continues, “young shoppers don’t need a stylist or funds to invest in the latest trends.  Fast-fashion stores such as Forever 21 H & M are able to reproduce the trendiest looks almost overnight, giving shoppers access to affordable look-alikes.”

 

                                   Knowing What’s New

“The whole nature of being a teenager is knowing what’s fresh and new,” says Ann Shoket, editor-in-chief of Seventeen Magazine.  The newer celebrities, she explains, are closer to a teen’s age, and going through the same life stages he or she is.

Kimmy Ratigan, fashion and beauty editor of the teen focused web site, Alloy.com agrees.  People like Sex and the City girls don’t pull much weight with the younger generation. There is a very narrow window to appeal to this group.

One older celebrity that still appeals to this group is Beyonce, at the ancient age of 29!  Ratigan points out that she has marketed herself very well and that she has a lot of fun with her costumes.

                                          Teen Queens

According to one leading fashion publication, here are the ten top trendsetting celebrities with females aged 12 to 20:

Taylor Swift, Selena Gomez, Lea Michele, Lady Gaga, Rihanna.

 

And

Miranda Cosgrove, Beyonce, Katy Perry, Carrie Underwood, and Kristen Stewart.

 

TAYLOR SWIFT LOVES LITTLE CLUTCH EVENING BAGS.  BEYONCE IS INTO BIG DARK SUNGLASSES AND LONG CHAIN NECKLACES. YOU’LL FIND THEM ALL HERE:

 

Comments (0) Posted by Mary McGarry on Tuesday, August 3rd, 2010

Filed under Celebrity fashion
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IT’S A MATTER OF MARKETING, a whole new world of smart new marketing. And, it involves celebrities who get in on the fashion act, and make the deal work.  Madonna is just one of the newest recruits, having just inked a deal with Dolce & Gabbana to co-design sunglasses with the MDG logo.  She is also in the process of cinching a deal with the Iconix Brand Group, Inc. to launch  worldwide fashion related projects and possibly to make acquisitions. 

   –Not bad for the Material Girl who is also writing and directing a new film on Wally Simpson, the ultimate clotheshorse. 

 

BUT, WHAT IS ALL THIS ABOUT Madonna and fashion?  Will she be the latest celebrity to push big time into the design field, creating her own look and her own lines? Not really, says Neil Cole, chairman of Iconix, who is apparently excited about his new association with Madonna as a business associate, not a semi-real designer. While she will be designing some items, Cole says, “I see Madonna as a partner. I respect her as a marketer and innovator of pop culture.”

 

IN LOVE WITH MADONNA YOURSELF?  HERE ARE SOME PRODUCTS WORTHY OF HER NAME AND STYLE:

 

 

 

 

 

 

 

                                             Marketing Magic

 

So…what’s this whole thing with celebrities and fashion?  Well, we all know that celebrities give a line instant name recognition.  But what is far more important now is the new world of marketing and the fact that big name individuals can give brands automatic potential shoppers via Facebook and Twitter.  Just look at what Andy Sernovitz, author of “World of Mouth: How Smart Companies Get People Talking” has to say:

 

“Fashion is word of mouth.  When you bring a celebrity into fashion, what they do is bring a pre-existing fan base.”

 

Here’s a good example:  Shaun White, the Olympic Gold Medalist, has an extensive fashion line with Target.  He also has 1.1 million friends on Facebook,  The average person on Facebook has 100 friends. If Shaun posts “Hey, check out this jacket,” even if only 10 percent click on it, and they’ve got 100 friends each, you automatically reach 10 million people.  Did you get that?  10 million people!

 

And, as one publication points out, Those 10 million aren’t just looking at an ad in a magazine, they are reading a referral from a friend.” Is that incredible?  Those figures are not just impressive, they are astounding!   No wonder the whole world of marketing is being turned upside down by modern computer popularity.

 

                                       Music World and Fashion

 

Madonna isn’t the only graduate of the music world to enter fashion under the new marketing umbrella.  J. Brand, the premium denim label, recently said its new private equity owner included Creative Artists Agency, suggesting that the Hollywood mega-agents might also be considering fashion tie-ups for their clients.  A great combination!

 

AND, REMEMBER TWIGGY?  Well, she now has an exclusive line on HSN called Twiggy London.  Cindy Crawford has an exciting new jewelry line called One Kiss.  It will be in J.C. Penney stores next month. Former U.K. model Erin Wasson is introducing a new jewelry line she claims to have designed; one way or the other, it carries her name and expectations are it will sell big time. The list goes on and on.

 

Not that all celebrity-named fashion projects have gone well.  Some have hardly gotten off the ground before crashing in a cash-depleting puddle.  Cole explains it by pointing out that consumers are really smart.  “They are not going to buy something just because a celebrity’s name is on it,” he contends.  That, he says is why he likes working with Madonna. “She is authentic.  She is not going to put her name on anything that is not real.”

 

                                          Celebrity Lure

 

STILL, THE CELEBRITY LURE cannot be underestimated, and everyone from models and actresses to sports stars and reality TV faces are getting the message:   The fashion world plus their name could be entry into mega bucks for them.

 

Sarah Jessica Parker is a new face at Halston, where she is both investor and chief creative officer.  Party boy Pete Doherty is teaming up with British designer Hannah Martin on a new jewelry line.  And even super-star Rihanna has suggested she might be interested in pursuing a fashion career in the near future.  

 

But money isn’t the only end goal here.  Many of the new lines are eco-friendly, aimed at making the environment cleaner and consumers more aware of the earth’s needs.  Others are socially conscious in different ways.  Mary J. Blige and Catherine Malandrino have a line of tops that benefit a musician’s charity. They are already fast at work adding accessories to the collection.

 

CELEBRITY FASHION ACCESSORIES CROSS OVER A BROAD RANGE OF DESIGN TYPES.  HERE ARE SOME PRODUCTS WITH BIG APPEAL:

 

 

 

 

Comments (0) Posted by Mary McGarry on Monday, May 10th, 2010

Filed under Celebrity fashion
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In a fascinating “Wish List,” published by one of the country’s leading fashion publications, top designers talk about what they’ll be wearing for the holidays.  Here’s what they had to say:

 

SHOSHANNA GRUSS (Shoshanna):  This young, almost hippie-type designer says she plans to take her Monclet jacket with her on a trip to Aspen.  She’s also taking Anklo jeans, Sergio Rossi over-the-knee boots, and plenty of super-sized Helmut Lang sweaters.  Cozy!  

For New Year’s Eve, she’ll don a black off-one-shoulder jumpsuit from her own collection, and accessorize it with a very large gold and crystal Lanvin necklace.  Wow!

 

                                              La Cote d’Azur

 

CATHERINE MALADRINO:  This extraordinary lady designer is on a strictly Gallic journey for the holidays, racing from Paris to the French Alps to La Cote d’Azur in just a matter of days!  Maladrino says she’ll sparkle in Paris with a silver metallic jersey dress accessorized by a large stone necklace.  In the French Alps, she’ll stay super warm with a cashmere dress and a shaggy fur hat.  And in Saint Tropez, she’ll wear sexy jersey harem pants with an embroidered jewel top.  And, of course, those Loubouton-like crazy high heels.  Insane and wild!

 

STAYING WARM AS THE SNOW TUMBLES DOWN IS A SMART IDEA.  HERE ARE SOME GREAT ACCESSORIES TO HELP YOU DO IT:

 

 

 

 

 

STACEY BENDET  (Alice + Olivia): Like so many others, Stacey is headed for Aspen this holiday season, but then, she’ll detour off the snow trail for a gorgeous week in Kona, Hawaii.  She says she designed a supercute long puffer jacket to take to Aspen but for Hawaii, she’ll be into long, sheer dresses, big sunglasses, and great big, colorful handbags.  Trendy!

 

REBECCA TAYLOR:  Well, here’s someone going her own way for the Holidays:  Off to New Zealand to visit her grandparents.  She says she’ll be wearing her now famous Rebecca Taylor uniform, which consists of Italian army pants and her own designed white blouses.  Under her arm she’ll also be carrying plenty of wonderful gifts, and she hopes she’ll get a Hermes scarf herself!

 

                                              Gold Lame

 

JOYCE AZRIA (BCBGeneration):  Joyce says she’ll be lounging on Fisher Island in Miami with her family this holiday season, and she just might design some golf and tennis apparel and a collection of flip flops while she’s there/.  She’ll wear her BCBGGeneration gold lame dress for the big day.  Very sophisticated!

 

BETSY JOHNSON:  This multi-generational kookie designer says she’ll be making a business trip out of the big holiday season, with store appearances in San Francisco and Hawaii.  Then, it’ll be off to New Jersey for Christmas with her sister.  On the road, she says she’ll wear her iconic BJ clothes, which are anything but conservative!  Christmas day, she’ll put on her red midcalf jersey dress with a Santa Hat.  Only Betsy!

 

                                       A Beautiful Brooch

 

GELA NASH TAYLOR (Juicy Couture):  This young about-town lady plans on spending most of the holiday season at home in English country, wearing a tartan kilt, leather leggings, and a vintage 18th century-style velvet jacket.  Her big accessory splurge?  A beautiful brooch from her husband, John. 

 

AMY SMILOVIC (Tibi):  This charming Southern belle is returning to her roots for Christmas, with several days on Sea Island, afternoons on the beach, and maybe a night or two in Savannah.  “We have a fabulous black leatherized lace dress in our new pre-fall 2010 collection that I’ll be taking with me,” she says.  She’ll also wear J. Mendel’s winter white fur vest over it for warmth, and Prada’s chunky black earrings.  Is this NOW fashion?  Fabulous!

 

BEAUTIFUL BROOCHES.  CHUNKY BLACK EARRINGS.  YOU CAN GET THEM ALL AT A FRACTION OF THE DESIGNER PRICE.  LOOK HERE:

 

 

 

 

Comments (0) Posted by Mary McGarry on Tuesday, December 29th, 2009