Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Celebrity fashion brands analysing online conversations

Online measurement can tell us which celebrity range has the most talkability and therefore potential. Not selling well doesn’t mean the celeb in question can’t push fashion, but it suggests it is aimed – through price points, marketing etc. - at the wrong audience.

Monitoring online conversation can help celebrity designers – and their parent brand – re-tune that brand position.

Last week it was reported on that Kitson had dropped Lauren Conrad’s clothing line and will not be stocking Victoria Beckham’s DVB jeans for men.

Monitoring social media surrounding Lauren – which is focused towards the youthful MySpace generation and teen blogs - would suggest the range should have been targeted at a lower younger end of the market. Many argue it’s difficult to take a brand upmarket, but I would say Brand Lauren has the potential to grow with a younger audience, which will be affluent in the future.

The fashion industry is used to using scouts to garner thoughts on styles and brands. It’s now time to use online communities to get this information too.

Have your say

You must sign in to make a comment.

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.