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Emma Jones

Why Some Celebrity Clothing Lines Fail

By February 20, 2013

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Rihanna River IslandIt's just a coincidence that this post comes straight after Kimora Lee Simmons' claim that she laid the blueprint for the celebrity clothing line, but it fits nicely within the same sequinned clutch.

Yahoo!'s Raechel Leone Shew recently published a piece on the abundance of celebrity clothing lines and, given the market flood, why some of them flounder on department store shelves. Just this week, Rihanna joined the ranks by releasing her highly-anticipated line with River Island, but for every Rihanna, there appears to be a failed B-lister toiling away on their designs.

Rob Stone, vice president of licensing at Excel Branding, a firm that's worked with clients such as Coca-Cola and "Baywatch," has noticed the trend and told Yahoo!:

"Celebrity licensing has definitely increased. There's no question about it," he tells omg!, adding, "For every one [celebrity clothing line] that you see, there's probably 15 other celebrities that were pitched, that didn't make the cut."

But what makes one star's collecting excel over another? As Bruno Schiavi, the co-creator of Kim, Kourtney, and Khloe Kardashian's profitable Kardashian Kollection straightforwardly explains, consumers can also spot a lousy product or a bad deal quickly:

"I think sometimes - with any celebrity collection, or any collection in general - rushing your items to have a mass appeal very quickly is such a hard thing," explains Siriano. "You really need to really think about the items that you're making and you're producing. For my collection for HSN, I did a lot of research about like what my mom wanted to buy when she was looking for a jacket under $100, what my sister would wear, what all the girls in my office want, what are they looking for. And I think those type of things are really important."

As has been so perfectly demonstrated by the likes Yoko Ono or Courtney Love, fame alone doesn't qualify someone as designer. Sometimes a little talent also goes a long way.

Photo courtesy of Kevork Djansezian /Getty Images

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