Stonebwoys fans are super excited about the launch of Bhim clothing. However where will Stonebwoy fair in the collection of the many celebrities that tried and failed! From Van Vicker, To John Dumelo, To Guru, To Sark and the list goes on. There is hardly any celebrity, or should we say no celebrity that has pulled through a successful fashion brand, and the reason is simple. But before we look into that below here is the news.
Ghanaian Dancehall musician Stonebwoy has finally opened his BHIM store in Ashaiman as he announced earlier. Tthe products – shirt, slippers, and Lacoste, all have Stonebwoy’s signatures appended on them.
It is obvious that that is how Stonebwoy wants to distinguish between his original BHIM products and the quack ones sold by the street vendors
His position surprised many and came in a sharp contrast to what Shatta Wale did with his Reign symbol. Shatta Wale encouraged all interested person to make products with the Reign symbol and sell, adding that that was one way he could help his fans, and Ghanaian vendors in general, to make a living.
The prices of the products – a pair of BHIM slippers cost GHC150 cedis, while the Lacoste is also pegged at GHC150, and the T-shirt for GHC100.
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It’s Yuletide and the BhimNation President will be bearing gifts this Saturday at Tamale in light of his 4th edition of his #BhimConcert. Grab at least one of the new collections of the @buybhim Merch at an affordable price. Limited stock. Call 0501770000 to pre-order now!!! #BhimMerch #BuyBhim #Quality #Trendy #Classy
We can’t say we did not expect this from one of Ghana’s leading artists. It was sort of expected when he took the opportunity to flaunt the BHIM fabric at the Peace Conference with his ally Shatta Wale.
So the question is what is our problem. Musicians are popular and that’s for sure, we love them for their music and every now and then we want to were them on our bodies. Represent them, let them know that the depth of their lyrics has touched us so much we can’t wait to rock them physically (clothing wise).
However, the notion of this at time gets them carried away. Just because we go to an NPP or NDC political rally and show support by wearing their t shirts doesn’t mean we respect it on the same level as a fashion statement. It’s temporary fashion love.
And to extend it, one will need to dedicate the same amount of star power into their fashion brand as they did with their music. And yes we literally mean star power. Meaning that it is not something you can employ people to do unless they themselves are stars like you. Stars interms of creativity, innovation, design, marketing, ups and a passion to see everyone wear the clothes just like you were passionate to have everyone hear your music, instead of sitting in your shop waiting for you to pay them.
Only the CEO can do this, and by the time you do, you will realise it will take all of you out your circle like your music does. And when it takes you out your circle and your popularity and trend decreases then so does your fashion brand appeal.
Your popularity might give you a head start in the fashion world, but don’t assume your popularity has jumped you miles ahead of the unpopular designers that were around before you. Popularity is a great factor but far from the only factor needed to make a fashion label work. You are better off finding ways to enhance your music that creating a fashion label.
Take Kanye for example, and see how his battle for fashion abstracted his music journey. How often do we hear any music from Rihanna? These are the only two very success musicians/brand owners, and even they have had their musical career altered or at a halt for fashion.
Secondly, the notion that most of these musicians and actors always chose to start their own brand is a path to a selfish monopolistic character that rejects the will to support the 100s of existing designers with their popularity, but instead aiming to establish their own brands so they will also be the clothing beneficiary of their popularity.
Celebrities like Stonebwoy need to get a stylist that are well versed on marketing them fashionably and able to recoup money from him flaunting clothes by local and international brands and charging the right amount depending on the occassion. Kicking of a fashion brand is a very wavy approach.
It even serves more benfit to your career as it establishes your fan base in a whole new industry.