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Monday, August 04, 2008
When You Just Don't Cut It
Larry King wearing a pair of Ed Hardy shoes
Barbara Walters wearing an Ed Hardy hoodie on The View
What do you do when those who don't fit your image are wearing your gear? I'm referring to Larry King who was spotted - not for the first time - wearing a pair of Ed Hardy shoes while having coffee at Rodeo Drive and Barbara Walters who appeared in one of their hoodie tops on The View. Christian Audigier (the designer) is happy to bonjour everyone and hand out freebies to many celebrities but what happens when people don't fit the look? Would it damage the image of the brand?
Ed Hardy is a contemporary street wear label (they call it tattoo wear) that has mainly focussed on a youthful target market. We are used to seeing pictures of Paris, Beckham and Ronaldo in Ed Hardy as opposed to demure journalists of a certain age. It's been a highly successful brand over the last few years but could the wrong image affect its performance? Would younsters feel that the line is not cool anymore or would they simply - like Audigier - not be bothered? Burberry, on the other hand, are extremely bothered. If you're not Burberry material, they want you to pack it up and move it elsewhere. That is, your cash. According to recent articles, if you don't have the look, they don't want your money.
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