Jessica Simpson Collections
Wednesday, January 05, 2005
excerpt from wwd...
LOS ANGELES — Jessica Simpson, the ubiquitous singer and reality TV star, has added a new apparel licensing deal to her portfolio.
The fall line, tentatively called Jessica Simpson Collections, will launch at WWDMAGIC in February, showcasing denim jeans, skirts, overalls and jackets along with T-shirts and athleticwear. Tarrant chairman Gerard Guez said he expects the line to evolve with sundresses, cocktail frocks and dressy suits by spring 2006.
Guez said he is banking on a bonanza from Simpson’s role as Daisy Duke in the “Dukes of Hazzard” movie, which is slated for a June opening. In addition, she is to record a new album in the spring with a scheduled release this summer in tandem with a nationwide tour.
Simpson already has waded into the product waters with her partnership in Dessert Beauty Inc. Her Dessert line of fragrances launched in April at Sephora and is projected to bring in
$30 million
her business manager, David Levin, said: “She, along with her mom, Tina, will be very involved in the design of the product.”
Celebrity designers are in vogue — from Beyoncé Knowles and Mandy Moore to Gwen Stefani and Eve — providing synergies for the entertainers, manufacturers and retailers.
“Celebrities are important billboards to help promote brands and products,” said Andrew Jassin, managing partner of retail consulting firm Jassin O’Rourke Group. .”
How long the trend lasts is open to debate as some of the partnerships have undergone changes.
Guez expects the line, aimed at department stores such as Macy’s with retail price points at $59 to $79, to pull in $10 million to $15 million in sales this year, buoyed by a $3 million advertising campaign for the back-to-school season. Depending on its success, Tarrant also may launch misses’ and plus-size clothes under the label, Kirpalani said. Tarrant also will launch a junior line under the Sweet Kisses label by spring 2006, aimed at midtier distribution.