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CNN LIVE AT DAYBREAK

Fancy Fifth Avenue Designs Within Everyone's Reach Now

Aired September 5, 2003 - 05:57   ET

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.

FREDRICKA WHITFIELD, CNN ANCHOR: Fancy Fifth Avenue designs are within your reach now. You don't have to break your budget. Designer Isaac Mizrahi is one of the latest big names now selling bargain fns.
Our Jen Rogers has details.

(BEGIN VIDEOTAPE)

UNIDENTIFIED FEMALE: This is, of course, Isaac Mizrahi.

JEN ROGERS, CNN CORRESPONDENT (voice-over): His designs once graced the red carpet. Now you can find him anywhere you see this red logo.

UNIDENTIFIED MALE: Isaac Mizrahi for Target.

ROGERS: That's right, Isaac Mizrahi has given up thousand dollar gowns for $16 gloves.

ISAAC MIZRAHI, DESIGNER: The main way that this line is different from the line I used to make is that I used to say I was making clothes for the American woman and that was true, but they couldn't afford them. Now, they can afford them.

ROGERS: Mizrahi is the latest entry in an accelerating trend -- big names, cheap clothes. Launching a line in a discount store wasn't always something to sing about. It was a different retail landscape when Jaclyn Smith launched her line at Kmart nearly 20 years ago.

JACLYN SMITH, ACTRESS AND DESIGNER: I think that people didn't think of Kmart for fashion. You know, we were somewhat, you know, snobs. But I think the original image of Kmart was you didn't associate it with fashion. But today I think you do.

ROGERS: And today you can find more celebrity lines than ever before. Kmart also has Kathy Ireland and international music star Talia Soti (ph). Star Jones is behind soon to be launched shoes at Payless. And with Mizrahi, Target continues to add to its stable of bold faced names already on the payroll.

But even with proven track records, the marriage of fame and fashion is no guarantee for success.

UNIDENTIFIED MALE: There is a risk in promoting a famous person only because of the celebrity status that person enjoys. On the one hand, today they may be riding very high and tomorrow they may fall flat on their faces. ROGERS: If trouble strikes, it doesn't necessarily mean the end of the line. Take Martha Stewart. Even as she awaits trial on insider trading charges, her Kmart line continues to be the chain's top seller.

Jen Rogers, CNN Financial News, Los Angeles.

(END VIDEOTAPE)

TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com




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