the Insiders


Showing posts by Julee Kaplan- Sportswear News Editor
After sitting down with Jennifer Lopez back in January 2007, I was optimistic that after several years of ups and downs, this time she was going to make it in the apparel business.

At the time, she was introducing justsweet, a young contemporary replacement line for her JLO by Jennifer Lopez brand, which was being pulled from the U.S. market to, the company said, focus on global expansion. The samples were well done and Macy's buyers were psyched about launching it. And, after six years in business and with her JLO label, Lopez was finally completely involved in the design of her own line -- something she was consistently criticized for.

"Five years ago, I had a lot to learn about this business," she admitted in 2007. "And as I learned, I became more involved in the day-to-day. Now I am in the office all the time, and I have been since we did the fashion show [in February 2005]. I was there every single day, going over every tiny detail. As I got through the learning curve, I became more involved and will continue to be."

Well, that involvement didn't seem to help after all.

When I was pitched a story on yet another relaunch of Eve's Fetish brand, my first thoughts were "Really? They still want to do this?"

I couldn't believe that after three unsuccessful tries, Signature Apparel, Fetish's parent, wanted to give it a fourth shot. Obviously the brand has been troubled since its start back in 2003 with slow sales at retail, only to then be shelved under Marc Ecko. And why would they want to do this again now, when the economy is suffering and they would be reentering an already crowded area with lines like Baby Phat, Dereon and justsweet already dominating?

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