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November 27, 2005
Gwen Stefani, Brand Name, Line Extension, AMA Winner
Gwen Stefani
AP Photo
Stuart Ramson
Singer Gwen Stefani was a winner at the American Music Awards. Making her name even more valuable and more trusted. Continuing her celebrity as a platform for other markets.
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
Like L.A.M.B.
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.
Co-opting symbols: lamb from JollyBlogger's Church. The image originator won't sue.
Basil's Blog has terrific Covered Dish.
This is an updated post from 19 September 2005
Basi's Blog has brunch for 27 Nov.
Posted by Jack at November 27, 2005 01:19 AM
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» Carnival of Marketing #2.428571428571429 from pc4media
I have the honor of hosting the 3rd ever Carnival of Marketing, created by Noah Kagan. This Carnival requires a bit of editorial work. Noah has decided to limit the number of links each week to 7. This way, when [Read More]
Tracked on November 27, 2005 12:23 PM
Comments
As the photographer who took that pic, I won't sue.
But I don't know if Mrs. C. who made the quilt feels that same.
Perhaps Robin Givhan should open her own line of clothing.
http://members.cox.net/~hoystory/RobinGivhan.jpg
http://www.dailyprincetonian.com/summer/2003/robingivhan.jpg
Posted by: Terry at November 27, 2005 09:51 PM