Gwen Stefani, Brand Name, Line Extension
Singer Gwen Stefani has released a new line of clothes — a line extension of her name as brand.
And Robin Givhan at The Washington Post doesn’t like it:
…[T]he fashion industry … is populated by corporate marketing teams … It is overrun with celebrities working to increase their fame. . .
This is the downhill road to cultural hell… It is being pushed along by consumer demand, lowbrow tastes, society’s obsession with celebrity, and the rising costs of doing business. Fashion has already ceded significant aesthetic authority to pop stars and actresses.
(She might be right about cultural hell, but let’s keep in mind that this is the woman who wanted John Roberts’ kids to wear clothing from the Gap to the White House.)
The business case is easy. In bringing any new product to market a company should identify thought and opinion leaders to champion the product or service.
I Want You All Over Me
Robin Givhans’ confusion continues:
And of course, there was exuberant use of her L.A.M.B. logo in its Gothic script. The logo (love, angel, music, baby) dates back to Stefani’s collaboration with LeSportsac in 2003, a deal that essentially was the creative catalyst for the current business.
A singer as fashion model as business model. If the thought or opinion leader is the product, then whatever she wears and sells or sings is a simple line extension. And a low risk money maker.
Something business understands and journalism doesn’t.