The Model for Bringing Celebrity Fashion Lines to Retail Is Changing

The celebrity fashion line has been a popular brand extension for the biggest names in film, television, music and beyond for centuries. They’ve achieved varying levels of success: You have the short-lived (Daya by Zendaya, Alexachung), the hyper-profitable (Jessica Simpson, Skims) and the ones that establish themselves so firmly, their story becomes less and less about the founder’s A-list status (The Row, Victoria Beckham). Much like their trajectories vary, so do the way they come to the market. It could be through a licensing deal that requires little involvement on the part of the talent, through equity deals that come… Read Full Article