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I think pre-teens and tweens will, teenagers I think year by year are becoming savvier. It's not really cool to have a celeb designed item if you're 16 and idolize cory kennedy or if you're 16 and read Teen Vogue. I'm surprised that Chick by Nicky isn't licensed and i'm surprised she's so hands on with her Nicholai range and it's SO crap in terms of design quality since I think she's actually half decent at styling.
I honestly believe (and hope I'm proven right) that this is just a fad of the noughties....celebs will sort of kill themselves off (as they are starting to do) as they saturate the market more and more. If you have 5 lines, all by Disney stars, all sold at the same shop, guaranteed at least half will fail. And when it's not so profitable anymore, backers won't be approaching celebs and only those who can actually design or retain a market will succeed.
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