Celebrities are the new…design moguls? It would seem so. First there were the Olsens, then came the news that Jessica Simpson is poised to become a billion-dollar fashion powerhouse. And now Avril Lavigne is the latest starlet added to a growing list of celebrities who are conquering the fashion world — and she’s looking to the Internet to get her there.
The punk-pop singer has been busy the past few years: she designed a juniors clothing line in collaboration with Kohl’s in 2008, launched two fragrances in 2009 and 2010 (a third is due out in 2011) and has garnered an impressive online following – her Facebook fan page boasts 10.8 million followers.
Thus, Lavigne felt it only appropriate to tap into the online market by opening an e-commerce site this past Friday, December 17. “All my fans are online,” she told WWD, and “I really want my clothes to be available internationally.” The site will ship to over 50 countries including China, Australia and the U.K.
But aside from its online availability, prices will be 15 to 20% higher than in Kohl’s stores due to the addition of more quality materials like satin. The e-commerce site will include the brand’s regular stock of screen-printed tees and hoodies along with dresses, denim, shoes and accessories all priced between $20 and $80.
Travis Anderson, co-founder of Abbey Dawn’s distributor, Blank Generation, estimates that site will make around $20 million in revenue by 2011 – but $20 million is pennies compared to what Simpson’s line made this year ($750 million). So if Lavigne isn’t offering anything new aside from online access and higher prices, what will keep fans shopping?