How to Bet on Celebrity Fashion Lines: Which Will Become Iconic?

Celebrity fashion lines have become extremely popular in recent years. Stars like Rihanna, Kim Kardashian, and Jessica Simpson have launched successful brands that generate millions in revenue annually – Kim Kardashian’s shapewear brand is estimated to be worth a staggering $4 billion, and Rhianna’s Savage X Fenty brand was valued at $1 billion in 2021.

For every major celebrity label that succeeds, there are many more that fail to gain traction, like Natalie Portman’s vegan footwear range. So, how do you determine which celebrity fashion ventures are worth betting on to become the next iconic brand? Here are some tips:

Examine Their Passion and Commitment to Fashion

One of the best indicators of whether a celebrity fashion line will succeed is the star’s own interest in and commitment to the industry. Rihanna and Victoria Beckham are great examples of celebrities who are deeply passionate about fashion. Both have been hands-on designers from the start, tirelessly promoting their brands and maintaining control over creative direction.

Stars who view fashion lines as a casual side project or easy money-making venture are less likely to put in the dedication required to achieve staying power. Do your research on the celebrity’s background and relationship to fashion before investing in their brand.

Assess Their Involvement and Control

In addition to passion, the amount of direct involvement and control a celebrity has over their fashion brand is key. Jessica Simpson, for example, retains tight creative oversight as co-founder of the Jessica Simpson Collection, which brings in over $1 billion annually. On the other hand, stars who simply license their name out to a label but have little input often struggle to establish distinctive brands. Before betting on a line, find out how much design control the celebrity will have and whether they are truly invested in the process.

Consider Their Credibility in Fashion

A celebrity’s pre-existing fashion credibility and status can determine whether consumers will take their clothing line seriously. The Olsen twins built fashion reputations through their own avant-garde style before launching The Row, a brand beloved by critics and luxury consumers alike. Stars without recognizable personal style or industry connections may have difficulty cementing their authority in fashion. Examining a celebrity’s fashion credibility before investing in their brand can provide insight into whether it can capture a loyal audience.

Evaluate Existing Collaborations and Product Strength

Past collaborations and product strength provide concrete evidence of whether a celebrity fashion line has legs. Beyonce’s activewear brand Ivy Park received high praise for its stylish designs during the singer’s initial collaboration with Topshop. This success laid the groundwork for the brand’s relaunch years later with Adidas, indicating the label’s product strength. On the other hand, brands that churn out poorly made products or uninspired designs in their early days are unlikely to evolve into influential labels. Try out products firsthand whenever possible.

Assess Early Sales Performance and Industry Buzz

Early sales numbers and industry reception offer tangible data on a new celebrity line’s commercial viability. For instance, Tommy Hilfiger’s first collection with model Gigi Hadid in 2016 wildly exceeded sales projections and prompted an immediate second collaboration, underscoring the partnership’s success. Conversely, tepid early sales and lack of enthusiasm from the fashion press can signal an uphill battle for newer brands. Monitoring concrete indicators like sales and reviews provides objective measures for evaluating a line’s prospects.

Consider Their Fan Base and Marketing Prowess

A celebrity’s existing fan base and marketing capabilities can make or break a new fashion brand. Stars like Kylie Jenner come equipped with massive social media followings ready to purchase their products. Moreover, celebrities who understand how to skillfully market themselves often extend that proficiency to their brands. Evaluate not just the size but also the purchasing power and loyalty of a star’s fans before betting on their label. Also, consider their knack for self-promotion when gauging the brand’s marketing potential.

Look for Long-Term Vision

Lastly, assess whether the celebrity and their team have mapped out a long-term vision and growth strategy for the fashion line. Designer Victoria Beckham navigated her brand’s positioning and expansion meticulously over the course of many years. Stars with a proven business sense and a comprehensive long-term roadmap typically have an advantage. Be wary of labels that appear to be chasing temporary fame and trends rather than building an enduring brand identity.

Celeb Fashion Failures

Being a stylish celebrity doesn’t always mean a fashion brand launch is a success.

Sarah Jessia Parker of Sex and the City fame launched a fashion brand called Bitten in 2007. Fans expected to see high-style garments but instead were greeted by budget separates more suited to the school run than a red carpet event. There’s nothing wrong with mum-chic, but it wasn’t SJP’s brand, and combined with the poor quality of the garments, it proved to be a disastrous venture that quickly bit the dust.

Jennifer Lopez’s Sweetface line started strong in 2003 but was discontinued in 2009 after losing momentum. The clothes were described as basic and lacked JLo’s signature glitz and sex appeal.

Similarly, Heidi Montag’s Heidiwood range for teens failed to capture attention beyond The Hills fans. The scantily clad pieces felt disconnected from Montag’s own preppy style.

Lindsay Lohan’s 6126 leggings brand emerged in 2008 but folded within a few years after a lawsuit. While the leggings were initially popular, the expanded collection wasn’t cohesive enough to compete with established labels.

Beyonce’s House of Dereon, designed with mom Tina Knowles, made a splashy entrance but fizzled out by 2012. Despite fun fashion shows, the line’s casualwear couldn’t sustain interest long-term. Even big names can’t guarantee success.

Fashion brands need strong creative vision, quality manufacturing and smart marketing to turn celebrity clout into sales. One-note collections without runway credibility face an uphill battle regardless of fame.

Picking celebrity fashion lines destined for greatness requires assessing the star power behind them. By carefully evaluating a label across factors like the celebrity’s fashion passion, credibility, fan base, and business acumen, you can make more informed bets on which burgeoning brands have the potential to become iconic long-term players. Do your due diligence, and you may be rewarded handsomely for betting on the right celebrity line.