Differentiation in the denim category can be difficult to achieve (through licensing or otherwise), compared to other sectors of apparel that allow for more variation and flexibility in terms of design and fabrics. In addition, there is significant and strong competition in this segment, both from denim brands such as Levi’s and Wrangler and from powerhouse fashion labels that have moved into the category.
That said, a handful of celebrities have been the focus of denim deals of late. Two recent examples include musician Jennifer Hudson (who designed the Jennifer Hudson Jean for Soho) and model Karlie Kloss (for a Forever Karlie collection with Frame, part of a broader advertising relationship). Note that in both of these cases the celebrities were able to bring a point of distinction: Hudson’s were positioned as particularly stretchy and comfy while Kloss’s were made for tall women.
Meanwhile, singers Canaan Smith and Alicia Keys also lately signed agreements with denim brands—Dickie’s and Levi’s, respectively—but theirs are promotional only, at least to date. Like many denim deals, these two partnerships do not include the signature collections that are so often part of celebrity endorsement deals in other segments of the apparel category.
The Licensing Trend of the Month in the next Raugust Communications e-newsletter, going out tomorrow (February 16) discusses changes in how girls’ products are being positioned and marketed. Sign up for the free publication here.
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