Shannon Scribner, a Kansas fashionista gives us some insight on Lauren Conrad’s success in light of the upcoming event hosted by The Women’s Foundation and Rainy Day Books.
“Many of you are probably wondering why you should take a person like me seriously as an entrepreneur. For me, it’s pretty clear: I run two clothing lines, two web sites and a book franchise on top of directly managing my brand and endorsement deals. I’ve made a career out of allowing cameras to capture my personal life but that doesn’t make me “just another reality star” looking to start a clothing line. People often forget that I am a person who was documented for more than six years while pursuing a dream to make it in the fashion industry,” Lauren Conrad states in a blog post for Forbes.com
For 26 year old Lauren Conrad, nothing has ever stood in the way of accomplishing her goals of becoming a fashion designer. Since her debut on MTV’s Laguna Beach and its spin-off series The Hills, it’s apparent that she has always had a flair for fashion and has worked hard to achieve a name for herself. With cutting edge internships at Teen Vogue and People’s Revolution under her belt, Lauren launched a self-titled fashion line called ‘Lauren Conrad Collection’ in spring of 2008. When her initial attempt at creating a fashion line wasn’t as successful as anticipated, the line was cancelled and Lauren took a break from designing clothing. However, in the fall of 2009 Lauren got back on her saddle and designed a new line for Kohl’s, “LC by Lauren Conrad.” This assortment of tops, dresses and pants appealed to a larger demographic at a more reasonable price point than her previous line. However, because of Kohl’s long standing presence among loyal customers, it was difficult for Lauren to deliver the trendy and edgy pieces she had in mind for her line.
“When I first started working with Kohl’s I knew was teaming up with a well-oiled machine—Kohl’s knows their customer and they know what she likes. Because of this, I was designing a clothing line within certain parameters, stifling the creative process. It became frustrating.” (Forbes)
As a solution to this problem, together Lauren Conrad and Kohl’s came up with the idea to provide female shoppers with “tips” on how to wear items they otherwise might not know how to style. Because of the overwhelming success of her line for Kohl’s, Lauren took her design expertise one step further and launched a higher-priced line called “Paper Crown” in 2011, which offers customers a more “luxe and sophisticated” collection of pieces.
Fashion endeavors aside, Lauren Conrad has also used her creativity and talents to write a book series called “L.A. Candy” in addition to a fashion tutorial book, simply named ‘Style.” Also, a spin-off series, “The Fame Game,” as well as a “Beauty” book will be published this spring. By delving into the world of teen literature, Lauren has even further expanded her audience base and has drawn in more followers. She has made dozens of public appearances to promote her line of books and by doing so has made connections with her fan base. During these interactions, Lauren realized that her fans constantly yearned to know more about what Lauren does on a day-to-day basis asking questions like, “Where did you get that nail polish?” or “What size curling iron do you use?” “After being barraged by so many of these fashion and beauty questions, it made sense to develop TheBeautyDepartment.com and build out LaurenConrad.com to serve as a communication platform.” (Forbes)
To stay connected with her followers and build relationships with fans, Lauren has implemented the use of social media (Twitter and Facebook) and two websites to effectively and efficiently deliver information and updates.
“Staying in touch with my fans, the people whom my businesses cater to, is integral to what I do.” (Forbes)
On LaurenConrad.com, fans get the opportunity to gain insight on what Lauren has been doing over the weekend, see her favorite pins on Pinterest.com, and get personal styling tips from LC herself. She has even hosted several live book club chat forums that fans can participate in and voice their opinions on books like “The Help” and “Bossy Pants.”
Creating a brand for any business is not an easy task to complete, especially for someone of Lauren Conrad’s social status. Constantly under the spotlight, she is vulnerable to scrutiny and criticism for every step she makes. Lauren is clearly a thriving entrepreneur, business woman and positive role model for girls as she has exhibited in all of her endeavors—and that is something to be proud of as a celebrity in today’s society.
“Being a young businesswoman is a challenge, especially when you’re an alumna of the vacuous world of reality fantasy. I am proud of the fact that I have parlayed what could have been a fleeting reality career into viable business ventures.” (Forbes)
On April 10th, The Women’s Foundation of Greater Kansas City, in partnership with Rainy Day Books, present the opportunity to meet Lauren Conrad at a book signing her upcoming novel, “The Fame Game.” To find out more about this exclusive event and how you can get tickets, check out the WFGCK website.
LC Lauren Conrad for Kohl’s
The Beauty Department