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February 15, 2010

Alexander McQueen's Naming and Branding to Follow Its Namesake?

The tragic death of fashion icon Alexander McQueen has meant almost certain doom to the burgeoning brand that bears his name.
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Unlike the Chanel, and Louis Vuitton brands, which outlived their creators, this is a blow to the DNA of the McQueen brand itself. As The Sartorialist points out: "I mean, come on, who could possibly keep the spirit of McQueen alive? He was so unique that his replacement could never get out of that shadow."

Brand Matters suggests that "the McQueen brand had so much of its founder's personality in it, that finding a successor may not prove possible."

It is owned by luxury goods giant PPR who now are faced with a well known but unestablished brand name that needs a new designer. On Saturday all the McQueen samples were called back and Fashionologie quotes one source as saying:

I think PPR will use this as a pretext to walk away from the McQueen brand, which has never really made any money anyway. The label just hasn't been around for long enough to be able to survive in the long term now that he is no longer there. A brand needs to have a history to live on in these circumstances and Alexander McQueen's brand doesn't have enough of a history. It's comparatively recent and its roots are not deep enough.

Make Do Style suggests that McQueen was the drama behind the brand and that after a decent period of time the brand should be allowed to quietly follow its namesake into oblivion. While other bloggers feel that other designers might step in and save the name .

I doubt the McQueen label will be around much longer. It is too cutting edge, and too new, and McQueen's suicide has tainted the brand.

Perhaps The Bespoken puts it best: "Regrettably fashion is the cruelest sport; it recognizes only those that make it to the finish line."

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Posted by William Lozito at February 15, 2010 8:40 AM
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