Case Study: The Best and Worst Hip-Hop Fashion Lines
House of Deréon
Beyoncé and her mother Tina Knowles introduced House of Deréon in 2004 which was inspired by Tina’s late mother Agnez Deréon. Despite getting media attention on The Oprah Winfrey Show and Tyra, it’s been said that the clothing line hasn’t connected very well with female consumers. “Everything Beyoncé touches turns to gold and it’s a logical extension for her but it’s kind of random,” says Bentz. “It’s very high fashion and the price point is a little high.” In 2006, Beyoncé and sister Solange launched the junior line Deréon for younger consumers, which is said to have more reasonable price points. Even though the line is clearly performing since she was recently named a top-earning celebrity by Forbes, Bentz still believes either the line is not getting the marketing dollars it deserves or is unsure about who their target consumer is.
