In 2003, Gwen Stefani, the famous singer and vocalist of the band No Doubt, launched her own clothing line named after her debut solo album, L.A.M.B. (Love.Angel.Music.Baby). This brand makes not only apparel, but also handbags, shoes, accessories and fragrances with a strong influence of different fashion cultures, such as Japanese, Indian, and Jamaican.
Gwen’s passion for fashion began with her music career. In fact, she used to design and sew most of the clothes she wore in No Doubt’s concerts. Her enthusiasm increased after she met stylist Andrea Lieberman, who introduced her to haute couture and became her fashion consultant. But Stefani decided to create her own fashion line and named Saldy Goco as the head designer.
Today the success of the brand is undeniable. It is sold in 275 stores worldwide with a gross income of $90 million. It is worn by celebrities such as Tery Hatcher, Nicole Kidman and Kelly Ripa, and it is well received by fashion critics.
But what is it that made this brand successful??? Was the celebrity behind it all??? It doesn’t seem like it for this blogger. I say this for many reasons. First, Mrs Stefani’s undisputable love for fashion and fashion sense. But for me, the most important reason is her brand concept planning. She took the launch of L.A.M.B. very seriously, taking a whole year between the creation of the brand (2003) and its first collection (2004). Also, she hired a respectable designer and decided to set higher quality standards than most of the other celebrities’ collaborations.
Check out what Gwen was wearing for the Festival de Cannes… a custom L.A.M.B. dress
But anyway (even if it is hard for me to accept it), her image plays a huge roll in the brand….or not? What do you pretty people think???
Gwen Stefani didn't hit a homerun, but she did hit a double. That means she made it to second base, for those of you who don't know baseball. I wonder if her clothes would have sold, if she hadn't been famous already.
ReplyDeleteLamb used to have this over the top Stefani style for the first years, but I really think that lately it has improve in an amazing way. Today LAMB has a recognizable design (probably because mrs Stefani isn't involve like she used to). But I have to agree with mayda, if she hadn't been famous, lamb wouldn't make it!
ReplyDeleteI did not even know she has an appareal brand, and since I like her, surely, I am going to be more aware of it. Definitely, her been famous has a lot to do with her other venture success.
ReplyDeleteI really think that L.A.M.B. works fine for Gwen, it s almost as she launched the brand only to have an excuse to design her own personal daily clothes.
ReplyDeleteGwen Stefani's involvement with L.A.M.B. is a major part of what makes this brand a success, not only because of the fame she brings to the brand, but also because of the fact that it began as an extension of her own persona. What I mean is that it was HER unique concept that also made this brand a success, whether she's famous or not. To me, L.A.M.B. portrays a polished mix of a girly yet edgy rocker. I've seen countless artists create their own cookie cutter brand and slap their names on it for their fans to buy just because they want to turn a profit. Gwen Stefani on the other hand, emphasized her own aesthetic and style thereby creating a unique brand geared towards higher end consumers (without making it so obvious that it's her brand). Fans know it's her brand, but others buy it without even knowing who Gwen Stefani is, just because its a great brand by itself. That being said, I think the brand has been a success because it's been able to tap into the target market as well as into a secondary target market, not to mention that it is also a very tasteful brand made with quality materials. Me personally? I love it because its edgy and trendy, yet not too over the top - just the right fit - which I think is the case for many who want to look stylish yet don't have the ability (or guts for that matter) to pull off a full blown runway look. Hats off to Gwen Stefani for pulling it off so well!
ReplyDelete