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Do the big fashion houses need a celebrity designer in the lead?


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Do the big fashion houses need a celebrity designer in the lead?

The problem with a 'star' designer is that he (she) generally changes the look to make an impression on the house.

The label loses its signature style and as a result loses a strong part of its brand.

Kate Redbrick - April 3, 2005

Without a big personality there is no label.

In addition to being the face of the brand, a strong long-term personality at the helm helps the large fashion houses ride out the trends and whims of the season with consistency and stability.

Zizza Fiorello - April 4, 2005

For many of the target audience, the 'star' designer is the brand.

Maurice Barnwell, Co-proprietor, Flying Frog Design - April 4, 2005

The company/house should be aware that building up a brand that relies on one star designer is too risky. The star designer should be a marketing tool for the brand to increase sales, but not the only reason. Otherwise, why not brand after the designer's name?

Lilibelle Lin, Associate Brand Manager - April 4, 2005

The problem is that a star designer more often than not becomes 'hotter' than the brand he/she is supposed to design for (think Gucci & Ford). This is where you run into trouble. Nothing nor anyone should be bigger than the brand itself. That's a recipe for long term disaster (normally for the fashion world it's sooner than later).

In my opinion, Chanel is one of the few brands worldwide that manages this well. Afterall you do have the designer's ego to handle! Largerfeld is hot, but Chanel is hotter.

Guilherme Rodrigues, Partner, Neural Click Consultants - April 4, 2005

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