License Magazine - August 2007 - (Page 39) This month’s issue of License! Global addresses the latest fashion trend—partnerships between designers/celebrities and retailers.What began several years ago with Target and celebrated architect Michael Graves, and H&M, which is known for its affiliation with designers and celebrities, has blossomed into a major retail phenomenon.This fall marks the introduction of several key launches, including Roberto Cavalli at H&M, Vera Wang at Kohl’s, and menswear designer Thom Browne’s debut at Brooks Brothers. While retailers are eager to stitch celebrity/designer agreements for the status these names lend to both retailers and consumers, there’s a lot at risk in the event that the partnership fails. Once the buzz starts to fade, a quality product certainly better stand behind the celebrity/designer and retailer. I recently attended a celebrity fashion launch, and while there was a lot of buzz surrounding the debut, it quickly faded when I tried on the chic, yet affordable dress when I got home. Not only did the fit seem off, but two of the buttons popped off the sleeves. Inside this Fashion Outlook section, several industry executives comment on this designer/celebrity trend and offer tips on what to look for when considering a partnership. In addition, you’ll find a preview of the styles and color palettes that will be key to spring 2008 and beyond. Regina Molaro Senior Editor License! Global August 2007 www.licensemag.com 39 http://www.licensemag.com
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