Is Madonna relevant to teenagers? Macy's is betting that the answer is a resounding yes. They have just launched a line called "Material Girl," designed by Madonna and her daughter Lourdes. The designs are rooted in Madonna's glory years in the 80s, before she became the glamorous, couture goddess that she is now (and hence, the star of this past year's Dolce and Gabanna campaign, in
which the photography referenced Italian neo-realism and the womanly appeal of Anna Magnani, at couture prices. Not exactly the Macy's audience).So, back to the Material Girl. Macy's has done well with other celebrity-branded lines that are exclusive to the retailer, such as their fabulously successful line of housewares from Martha Stewart. Martha Stewart's credibility as a domestic icon was untarnished when Macy's launched her line. Despite her time in jail, her magazine empire, TV show and appearances, K-Mart products and Bernhardt Furniture sustained her brand mojo.
Will the Madonna brand sell clothes to teen-aged girls? Teenagers are notoriously interested in the "now," not the "then". The D & G campaign, as well as recent Louis Vuitton campaigns, starred today's Madonna. The Macy's line will have to stand on its own merits, in terms of price points, fun items, and lots of options, rather than in its association with Madonna's history--or not. Only the ka-ching of the cash register will tell.
