As celebrity brands flatline, Simpson’s is more successful than ever
Jessica Simpson’s fashion line hauls in about $1 billion in annual sales, an aberration in a retail landscape littered with dead celebrity brands.
David Hasselhoff’s Malibu Dave, Mandy Moore’s Mblem, Heidi Montag’s Heidiwood—the list of defunct fashion labels of the famous is endless. Yet Simpson’s line has not only survived, it’s grown over the past decade into a true lifestyle empire. How did she accomplish such a feat? According to the pop star, Simpson just knows what women want. Her assortment of designs seeks to appeal to all kinds of women—a teen searching the mall for a cool denim jacket, a plus-size girl looking for a going-out dress, a grandmother who wants to dazzle in a chic top.
“I have been every size on the planet, and I understand—I feel like I understand women,” Simpson said at Forbes’s annual Power Women’s Summit in 2014. “I know there’s all different kinds, you know. There’s life and a whole entire world beyond L.A. and New York. And I do understand the Middle America, and their mindset.”