for what it’s worth

stories and stimulus from a consumer insight consultant

Kate Moss Mania hits the high street

So the Kate Moss range for Topshop went on sale this evening and of course hundreds of eager shoppers queued for hours on Oxford Street to be the first to get their hands on the merchandise. However the frenzy seems a bit pointless when each shopper was only allowed to try on 8 items and buy just 5 in an attempt to curb mass ebaying.

Fashion blog Catwalk Queen was blogging the whole experience from inside the queue (purely for journalistic reasons i’m sure), and made some interesting observations- in particular the fact that most of the ‘die-hard’ shoppers at the front of the queue were infact reporters and bloggers, and the meticulously clever event organisation from the store including generous sustainance that the Topshop staff who were handing out drinks, popcorn and sweets all afternoon.

Read all the Catwalk Queen posts here, especially Ten things we discovered at the Kate Moss for Topshop Launch
BBC News- Frenzy as Kate Moss range debuts
Reuters- Moss mania breaks out with model’s new range

Filed under: brand extensions,

Lily Allen’s New Look

Not content with the multiple designer collaborations aiming to reinvent the high-street this year, companies are also desperate to build relationships with key music stars of the future. First Pete Doherty helps out his mates t-shirt label by fronting the Goi Goi ad campaign, then the queen of reinvention, Madonna, announces her assault on the market with her ‘M by Madonna’ range for H&M, due next month.

LilyNow we have news of a collaboration between Topshop rival New Look and Britpop darling Lily Allen. Due to hit stores in May, the capsule collection of dresses, footwear and accessories will be called  the ‘Lily Loves’ range and New Look bosses are hoping to emulate the ‘quirky’ dress sense of the Brit-nominated singer whose trademark look consists of ballgowns, trainers and chunky gold jewellery. A clever move as she is certainly a rising star who radiates cool, and with Giles Deacon also in their stable for 2007, New Look seems set to give the rest of the high street a run for its money. Lucky us!

via catwalk queen

Filed under: brand extensions,