The Rise and Fall of J.Lo by Jennifer Lopez (and JustSweet)
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- Опубликовано: 15 фев 2024
- J.Lo by Jennifer Lopez was Jennifer Lopez's first foray into fashion. It largely was begun off of the back of licensing, but soon grew to produce its own fashion line briefly before it was partially rebranded by a new owner to JustSweet. JustSweet however went particularly and ended up causing the end to this and another of Jennifer Lopez's brands SweetFace. In the end, the brand became a cautionary tale of competing with oneself in business and ended up existing today only in licensing deals. A true fall from once having hundreds of millions of dollars in sales.
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I worked at young men's urban clothing company in the late 90s. They were trying to get addl financing from Tommy Hilfiger, and made many visits over 1.5 years but it never panned out. But one thing my boss would always talk about would be the J. Lo gossip of her being in Hilfiger's office. While my boss would talk with Hilfiger, J' Lo would burst into the room, unannounced and take over his meeting. Hilfiger would take her around to all the new clothing, and in-development clothing samples. J. Lo treated it like a supermarket, nearly taking everything! Then she would walk out. My boss would tell me this happened several times! Once he didn't get financing, he later found out J. Lo got it instead. Hilfiger originally hated that rappers were wearing his clothing, because it was "off brand", and later recanted when his sales went down with his former "key customer". When the first collection of J. Lo clothed came into stores, we saw she wouldn't even wear her own brand in promo images or in store posters, instead opting to wear her personal clothing that was more upmarket, which is deceptive. Her clothes in the beginning were shoddy, poorly made, and out of date.
Thats very interesting as an account of her character and the way she runs the companies
Wait, so what they've been saying about Tommy Hilfiger all these years is true?? I remember he even went on Oprah to deny he didn't want rappers in his clothing? I used to defend this guy! Not surprised about JLO, there have been so many stories online by different people having bad experiences with her, from waiters to hotel staff.
Still waiting to hear the story of a positive experience from...someone...anyone...who has encountered J-Ho.
@@peacheskong2245 I totally get what you mean, but I think he was talking about the brand tommy hilfiger, not the other brands the group ownd
@PrecociousFriand it's easy to make up stories about anyone. There were so many stories about Beyonce. Except that those stories gets deleted.
Jlo has kept the same manager and same employees or team for over 20 yrs. She must not be that difficult.
The thing I always remember about this brand is my mom pulling a pair of jeans to the side in a department store and pointing out how terrible the stitching was lol
Hahahhahaha not the bedazzled jlo logo on the bum pocket? 💀💀
I worked at a department store when she first launched JLo on the early 2000's. We carried her intimates line and they gave us sales people freebies; an industry practice, to try out and sell. They were just terrible. Cheap, itchy fabrics for the underwear that seemed to be cut to her body type. So, every woman had a sagging bottom. Bra's with no real depth in the cup, so only women who's breast tissue was located at the apex could wear one comfortably. And, not well priced at all. Women came in, bought the garments, and returned them within 2 weeks. It was one of the worst intimates collections I even saw.
And thats on random licensing made to make a quick dollar
Shame. The customers really felt cheated.
@@understitchYT Never mind. Perhaps they can buy from JLo's skincare range instead. According to JLo...."it's simply 100% olive oil". Me thinks she's far too modest. She outta mention it has the ability to thin your nose, reduce your lipsize and give you a brow-lifted appearance. It'll also reduce excess skin from your eyelids. If you apply it there. Being so effective that even Cosmetic Surgeons will insist you've had a blepharoplasty. Yup! - That's why no-one bought into the range. (B/c they like looking older.)
I would’ve never thought we’d be talking about her fashion brand in 2024 😂
And yet here we are 💀
Here we are lol JLo always gonna win lol
I didn't even know J. Lo had a brand. 😂
@miola- you are really making me feel old now😂😂😂😂😂
You didn't miss anything great!
Then you’re too young lol
Trust me you didn't out in anything. All it is the the past Aeropostle. Most of it was blahhh..!!
Im just here to help millenials trauma dump about celebrity brands and for Gen Z to be very surprised about it 💀💀
Awesome video as always
Can you make one on Gwen Stefani's LAMB?
Id really like to, it was so iconic (but also such an obvious rip off of Galliano)
@@understitchYT we need the LAMB video asap
Actually why not THIS instead? I personally remember this more and I would like a nostalgia trip into that brand's universe
@understitchYTAnd Westwood . I saw a feature on TV where they had a Westwood boot and a LAMB boot that had the same shape and print as the Westwood one.
none of them are taken seriously.
Another fantastic video! I would be very keen to hear a history of Dr Martens from you!
I so so desperately want to cover DMs
That'd be awesome! It has quite the interesting history. @@understitchYT
Please do l.a.m.b by gwen stefani it was all the rage in the early 00’s
Oh I really want to! It did so well for a good long spell there
@@understitchYTI love lamb!
*Yay a new video from understitch,* I love the narrator’s accent! Thanks 🙏🏻☺️
Thank you 🥰
Ughh
JLo . . . Brand after brand after brand. Now hopped on the skincare train cuz of its HIGHH markup with JLo Beauty
Jlo beauty seems to be doing okay tho, but then Idk if thats because its actually well planned or because the margins are good. Much less margin for error in fashion
me just dabbling on the fashion side of RUclips when this gem comes up
I see you have good taste in thumbnails 🤍
I would like to see a video detailing the rapper Eve's now defunct fashion brand 'Fetish'. It had some steam in the early 2000's alongside her friend Gwen Stefani's Lamb
It was an early one too
Will you be doing one on Jessica Simpson's clothing brand?
I actually might do, it was one of the very early ceeb brands
@@understitchYT It's still selling in the South. Very fascinating.
I feel like when a brand has to move to Kohl's it becomes the death of them.
Or the beginning of something great. Mary-Kate and Ashley started in JCPenny
Kohls never has long jeans or sweats....too short for me.
Omg! I forgot about these brands. This is a blast from the past. Both videos are very informative- as always! I agree with everything you say in both videos. There was too much confusion between the brands. That J lo fragrance was HUGE at the time. They must have had a big marketing budget. It was EVERYWHERE. I remember being surprised/confused when l saw her beauty brand at Sephora. Your explanation of its reemergence makes sense. Speaking of beauty brands- will you be covering Marc Jacobs beauty on your underskin channel? I thought it went under but heard it might be making a comeback. He should strike while his bags are still popular. There are so many new beauty brands, l can't keep track of what is new, old , revamped, etc.
I actually would really like to do Marc, both here and on underskin, but hes another one I really want to spend the time to dig in deep and learn as much as I can
Ty for the upload, i always look forward to your videos.❤❤❤
Thank you so much! More coming soon 🥰
Thank you for another quality video. It’s really worth every second.
Glad you enjoyed it!
I just adore your videos! Never thought I’d be interested in the history of JLo but here I am, riveted. Would love a video on the rise and fall of Opening Ceremony - the Chloe Sevigny collection was iconic! Would also love a Stella McCartney vid, as I can’t quite figure out where her line fits into the current landscape.
I adore both of those companies actually, OC obviously isnt where it was, but I think theyre still so interesting. But Stella is really a fascinating company to me, they really innovated in the luxury space in a way that no other company has done in such a long time. Absolutely fascinating and Im glad you like my videos too 🥰
We need a video for Sean John and House of Deréon
I really should do both
I hope you do a video on your UNDERSKIN channel about the rise and fall of The Bodyshop.
I rrally want to, but now its in administration I feel like maybe I missed the boat?
I still think it would be an interesting video if only to talk about the journey of the company and it's impact on the industry.@@understitchYT
In the early 2000s, I loved everything I bought from the JLo Brand but yes the prices could have been lower. Ultimately, yes it was great!
The prices could have been much lower from how badly people seem to remember the quality ahaha
PLEASE DO ONE ON CHRISTIAN LACROIX
Oh I would loveeeee to
Hello! thank you for your content. You solve a mystery for me. I was wondering what happened to JLo Clothing line. I subscribe to both of your channel. Keep up the good job. Greetings from France
Merci á toi d’avoir regardé 🥰🥰 JLo vetements marque était-elle populaire en Frnace? (Pardonnez mon francais, je m’etude 😭)
@@understitchYT Whaouh vous pouvez écrire en français !!!☺️ No the brand wasn't famous in France but I knew it's existence because I am a JLo Fan for years. I can't wait for you to study her JLo Beauty brand. Thank you for your reply. It makes my day.
I have an idea for a future video. I'd love to see your ranking of the top 10 brands or Runway Shows of the last 100 years (they don't have to still be in business...but how they were at their peak). You have covered so many iconic brands, it seems you would be the most qualified RUclipsr to take this on.
Agreed 💯
Gosh I think thats very far out of my wheelhouse. I dont watch every fashion show or know looks by their season at all. I prefer to see the woods than the trees and understand more about why the design choices are made as opposed to what choices are ultimately shown. Thats not to say I dont follow, of course I do. But I never see shows as standalone, theyre almost like a page in a portfolio to me (I have an immense respect for those that can do all that though)
Such a great video!!!
Thank you 🥰
I only knew of her perfumes. I had her Glow After Dark and I remember it as a unique scent that lasted forever
It was just so incredibly famous
Great analysis. Thank you.
Thank you
Are you going to make a video of LAMB by Gwen Steffani?
I really should
Had no idea this existed.
I also think it was not the most publicised brand tbh, I mean unless youre in Russia apparently 💀 actually I asked my Russian friends about the store and none of them said they had been to it and said it was more of a touristy place because it was a bit out of the centre, ao maybe it was cheaper to have a place there or maybe it was the rural folk she was targeting 🤷 either way quite an unexpected market imo
+understitch Can you do one on "Baby Phat" by Kimora Lee Simmons and "Pastry" by Angela and Vanessa Simmons?
I would love to :D
@@understitchYT OMG yes
Great video! I was a bit too small and non-american to know any of this. I remember JLO being THE SHIT back in the 2000s, singing her songs on Sing Star, watching her movies on repeat at probably a too young age. It's kind of sad seeing how her companies failed and how she's (compared to before) irrelevant nowadays after being such a star.
Also I'd love a video on H&Ms rise and fall. Being Swedish I just remember them being the go-to store in the 2010s and then just falling off after controversy after controversy. Might be more of a we're sick of you here in its home country but it would be cool to here about from you
I would love to cover H&M because I really dont know how they got to where they got to. Obviously Ive followed them as long as Ive known them, but I dont know their origin story (though my swedish friends do mock me for say haitch and em which I think it funny). I honestly, cant even point out their differentiator to the other high street brands. H&M just kept changing over the years, I assume to try to find a differentiator, so its hard to pin point it. They never had better quality, or a specific look to the clothes, the merchandising was simple and the store fittings were quite plain, their price isn't notably cheaper too, they tried collabs only after other stores like TopShop and I don't even know who are their brand ambassadors. So maybe its exactly that level of averageness that is the differentiator, but idk, its a real mystery to me, I'd like to know more
@@understitchYT if Wikipedia is to be believed it's very similar to Topshop of a small store/chain but woman's wear and then they bought Maurtiz (were the M comes from) that was a hunting supply store with a line of menswear. Then the empire grew to other ventures like Afound, Sellpy (Swedish thread up), and H&M home. If you go the greenwashing angle I think there could be some fun with the video
@@caesar98 Right, but I mean, why would any customer choose H&M over their competitors? What is it you go to H&M for? the greenwashing thing is quite new, so back in their growth years it definitely wasnt that (but I would cover it)
I get confused between the J.Lo brand and Juicy couture. I remember those velvet jumpsuits girls always wore in the early 2000s lol, not sure if that was J.Lo or Juicy?
Well if its cheaply made, I know what Id assume 💀💀
Only knew of her fragrances & some skin care products as of recent
Her jeans and her perfume are very great
I think those abd the tracksuits were the real cash cows
Good to hear but why doesn’t she wear her own stuff? She’s always wearing head to toe couture. Thats not real at all
@@understitchYT i had some!! I loved them. I bought a pink set i just loved......and I got a large stain on it that I couldn't get rid of. I was devastated. I remember that a few special things were featured in Victoria 's Secret Catalog. I got it there. I tried to order another- but it was a limited item...i loved the pursues too.
I remember that Kmart brand...she profited a quick coin
A license deal is really where the cash is
So glad to see you do this. I'm a big J-Lover and was always fascinated about the SweetFace line she done in 2005, with the huge NYFW show she put on (Naomi and THAT hat) and MTV documentary of creating it. She seemed really invested in it but I think just bit off a bit too much at the time as she had so many other things going on.
She was a major sponsor of Olympia Fashion Week that year, thats really why she got the finale spot. They even had their name on a lot of the merch. So its even weirder that theyd throw that away by the following reason
I still watch that fashion til this day on RUclips.
You failed to mention Jennifer Lopez also had a clothing line exclusively with American retailer Kohl's from 2010 to 2020.
I mention how it lives on in licensing, so that would be part of it, but its gone now too
I remember how much I loved her perfume Love at First Glow
I barely remember them at all tbh, I remember the ads far more than the actual perfume
I honestly think she should Re-launch "JLO" and focus on fashion and her movie career !
Fashion is so hard to make a profit from though, I guess thats why its moving more into the fine art space with couture
I had a black and white houndstooth coat from the J Lo brand circa 2004. That coat lasted ten years, and was surprisingly well made. I got many compliments on it, and wore it until the woven wool outer shell stared to fray.
I bet people were gagged when you told them where it was from 🤣
please do lamb by Gwen next, lovie!
I definitey will in the future
Please do a video about House of Deréon!
I really should I get a lot of requests
Hi! Can you please explain what happened to Mizrahi???!
Isaac Mizrahi? He is on TikTok now!
I will always love JLO ❤ She works hard and is determined to get what she wants ❤❤❤❤❤ #JLOFOREVER
She certainly got a bag on this one, gotta give it to her
I think jlo does a great job and she works hard at it doing her very best doing concerts has too be tiring all the hours she performs she never gives up when people put her down she is a strong trooper and im very proud of all she has done with her songs
I was just reading Britney's book and she points out how well made she is for fame, she says how smart, connected and calculating she is (in a good way)
Please do an episode on Ferragamo. Thanks 🙏🏼😊😊😊
A must
Is it the Mandela Effect or do I recall velour sweat suits.
No, I remember that. I remember seeing girls with JLO embroidered on the sweatpant's right leg, near the top in tiny letters. Gold stitching. Gold zippers.
I believe they were what they called ‘sportswear’
i found a jlo varsity sweater that i thought was tommyhilfiger at the thrift shop. it was a nice fit but the fabric was polyester. very cheap to the touch
It was intentionally made that way for sure, this was never for the quality-conscious consumer really
I heard of sweet face. Never heard of the others and didn’t know it was so big
It was surprisingly big yeah
I'm here for the shade and the comments.
☂️
Can you please do Blanc and Eclare by Jessica Jung??
Thatd be quite interesting actually, I know her girl group was not the best to her
Yes please and tbh atm. Her line is in the ZZZZZZZZZZ
Wow i didn’t know it ever rose especially her skin care line. Maybe her fragrance for a while.
Her fragrance was once inescapable!
where is the sweetface sister video?
I just wasnt happy with it at all and deleted it. I just dont think it was my best work, sorry
i got a pair of jlo a denim top sandals with wooden heels and I loved them.
Were they good quality?
“ Rise and fall “ 😂😂😂 I highly doubt that she has fallen off the map. Jlo has somehow been able to keep herself in the spotlight for well over 25 yrs now. Jlo has done a lot. Way more than you see many entertainers doing. It’s 2024 and the fact these people are still talking about her speaks for itself
Love the video is not about jennifer lopez
The video is about her clothing line. Not her celebrity or music career.
I loved all the blush pinks she used & the little hats, jeans, bags, lil jumpers, it was cute. Perfect for the mid 2000’s when Phat Farm & others were emerging.
I fully thought you wrote this on my new JLo video and was very confused, but yes, fully agree, Abe really hits the nail on the head with colours
I remember when her clothing launched. It was cheap, not practical, and overpriced. Around this time she was competing with Baby Phat, Echo, heck even Old Navy 🤣
I can only remember 2 girls in my high school who wore her clothing. It was not impressive.
When she came back with her clothing line in Khols I was confused because if memory serves me right she was advertising for GUESS and LV.
This has been the problem with j.lo she doesn't believe in the things she sells. She just slaps her name on it and hopes for the best. Even her beauty line is a fail & i didn't know she had one until it was brought up randomly on Twitter.
I remember my mum bought her JLo perfume but i didnt know she had a clothing line 😅
That perfume was massive, it was one of the best selling perfumes of the decade
I had some her pieces in high school! lol
The jeans with the rhinestone Jlo logo?
The only brand I bought from J-Lo was that fragrance she had back in 2006. I loved it but I think it’s out of production 😢
It was also licensenced in a similar way
We need to doscuss GWEN
I clicked just to say that I didn't know she had brands and now I'm happy they're in a downturn. There's no way anything she releases is of quality.
Im proud of her honestly
She really made the bag
Selina did it before them all...
Which Selena?
@@understitchYTSelena Quintanilla
I do love her shoes! I have a few in my collection…very sexy shoes
Oh really? Were they comfortable?
@@understitchYT for 6 inch heels they are pretty comfortable lol can at least walk around just a little bit in them
@@Thatgirlkayyy oh well in that case thats great!
Oh yeah, JLo jeans 😅. I'll always remember them (& Guess) as the brand girls with too much $$$ + no individual taste at my middle school would clamor over in the early '00s.
ahahahahhsahvcbldsaudgldaUKBKJS
Please do a video about L.A.M.B
I get a lot of requests for this too 😅
i saw a jacket from this brand in goodwill the other day lol
omg really? I would have burst out laughing. Was it nice?
@understitchYT yeah it was actually a dope peice but a depop seller would up price 10x cause it had that "y2k" look. I left it behind tho lol
@@archivesunset4214 oh thats actually so good to hear, love when you find good stuff at the charity or vintage shops (Im not joking, this past weekend I found a two piece JPG Homme suit in brown corduroy for £140. It was immaculate condition, in my size AND they gave me a discount to £110. Genuinely I think it's one of my best finds ever)
I like her music - I don’t know her.
Fall?
Yes, the company produces nothing now
This story reminds me of the Jacklin Smith collection at JC pennies or Sears. Where after a while it became a joke and it was selling for peanuts ruining the reputation😊😊😊
so so so many celeb brands go that way honestly
I remember a celebrity brand called "Baby Phat"
that was so iconic
I was today years old when I found oit JLO had a brand new
She had two actually! The other one was sweetface
@@understitchYT crazy times! And perfect timing for the video!!
Riri got them all in a headlock. lol
I mean Fenty failed as well 🫣
This is “Fast Fashion” at its best😮
Oh absolutely
Great video!
Could you please of house of dereon by Beyoncé!
I would really like to actually, I think it has an interesting history, but Im also aware that Ive had a lot of celebrity brands of late so I dont want that to be all Im known for
"What went wrong?" She named it just sweet 😂
hahahahahaaha
I know one thing...In an alternate reality, if I was a designer getting ready to take my fashion brand public...@understitch would be the first person I would try to hire...lol Then I would know my brand was marketed properly!
💅💅
One on Jessica Simpson?
I really really want to
It wasn’t for everyday ppl. I owned a few things but not to wear lol. I couldn’t get myself to show that much skin
It was definitely very stylised
Whats sad is the clothing is cute but in the end its disposable fashion. Cheaply made and wont last.
Oh definitely, its not meant to last
I believe it was perfect time for her to make that extra moola in fashion because she was at the height of her career, and not too many female stars had their own brands back then.
Oh for sure, it was phenomenal timing
@ninavaughn2274
0 seconds ago
I love JLO. She is on top of the world right now. She is probably in the top 5 most photographed women in the world. Anything she wears sells. Her perfume was a hit. What happened to Hillfiger? I also loved LAMB, but I have not heard much about Gwen Stephanie.
Gwen recently got married to Blake Shelton and they had a christmas album and a few hits from it over the lst couple years
She keeps a brand going on. 😂😂
cant say she doesnt keep trying
I think most of the money she made was ofperfumes i think.
Oh undoubtedly
12:28 I can not abide models who do that heavy stomp walk. You don’t look powerful you look weird lol.
I get why Celebs do brands but I’ve always only ever seen it as a launch vehicle… once established start moving away from the name celeb don’t call it after yourself
That walk was first implemented by Romeo Gigli 🥰
Her clothingline wasn't even that good. Actually it was kinda boring & I rarely saw anyone were that brand.
Isn't that the case for all celebrity brands?
Two faced bame like everyone nowadays sadly
Personally i really like the 2001 JLO clothing range! I'd wear it now in 2024 at 50 years old! I got the figure and i get told I look 10 years younger sometines less! Not wanting to blow my own horn so to speak but i am blessed(if thst n nothing else!) With youthful looks and a slimline body shape!
Its not that its bad ifs that its basically just blanks with her name on
And yet she is worth 450 millions. And that hasn’t been updated in years. And her perfume line is worth 2 billions. 🤣😑🤧☝🏾
the video isnt about her personally, its about the company
JLo’s shoe brand is meh
Oh very much so
Her clothes went fast into discount stores. Her perfume glo smelled like roach spray. They where trying to push her, and the girls didn't see it for her like that.
roach spray?😭😭
@u.802 yeah like a floral raid bug spray
Didn't see it for her yet she was making millions 😂😂😂 maybe the girls can start seing her so they can make some money too
i dont think she has fallen....she still has her houses, millions and family.....i think shes doing okay.......
I dont think you watched the video
Thief and fake
Just like her marriage shes a mess............................
I can't stand her