Jennifer Lopez’s Brand ‘Sweetface’ Takes a Hiatus in the States
LUXies, it seems that J Lo is facing some challenges in the United States with her contemporary sportswear brand, Sweetface. Due to sales numbers being extremely low, the company has decided to shut down U.S. operations and do some LUX revamping on all levels!!
“In light of some new company strategies, we have decided to put the Sweetface line on hiatus while we prepare to reintroduce the brand in the near future with new messaging points and an entirely new fashion point of view,” the company said Tuesday, via WWD.com
Started in 2003, Sweetface, was launched as a spinoff of the popular department store JLO brand and was originally met with huge success. Having higher price points than the JLO Brand and showing under the tents of Bryant Park during fashion week kicked this line off with a bang. With having an estimated $200 million in retail sales back in 2006, gives promise that there will be a future for Jennifer Lopez’s, Sweetface, and its comeback sometime next year!
Sweetface is not the only struggling Jennifer Lopez brand—it seems there has been other lines that have met similar fate. The junior line of the JLO brand closed in 2007 and then the replacement brand called ‘Justsweet’ only lasted a few seasons in retail.
The link between Jennifer and her brands has proven powerful when she is actively promoting her lines and collections. Although, with her new role as a mother, it seems that her personal hiatus and reduction in the spotlight may have impacted their success. Especially considering the buying demographics of her fans.
We here at LadyLUX wish Jennifer the best and would love to hear what you think! What do you think of the ‘Sweetface’ brand closing??
Tagged in: fashion, branding, bryant park, clothing line, jlo, jennifer lopez, sweetface,
