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 NYmag.com 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.