worthy of the crown: Up for the Crown: Lauren Conrad

While Lauren Conrad’s first fashion line was a bust she now has a new line at Kohl’s. Her first line was a bit price with tank dresses selling for around $225 at Bloomingdale's and Kitson. Celebrity clothing brands are particularly volatile, because their success is closely tied to one person whose popularity can fluctuate violently. Still, some Hollywood-born labels have managed to survive, including Sean "Diddy" Combs' Sean Jean label, launched in 1998, which has annual sales hovering around $500 million. Jessica Simpson's self-titled shoe and accessories line draws $500 million per year in annual sales. The key to success, experts say, is playing to the "celebrity" factor, while letting the brand breathe on its own. The most successful celebrity lines tend to have lower price points, mass market appeal and are sold at mainstream chains like Kohl's, Target, and Macy's. Low prices are no guarantee of success such as Sarah Jessica Parker's brand, Bitten, which disappeared in 2008 when the retailer filed for Chapter 11 bankruptcy protection.

"The Fall collection speaks to what I want to wear this season, which includes a lot of layering pieces such as leggings and cardigans," Conrad said in an e-mail interview. "I also love feminine details such as lace dresses, ruffle skirts and chiffon tops." Prices for the California-inspired collection include $34 for a tiered camisole or an embellished floral T-shirt, $44 for a long cardigan and $60 for a boyfriend blazer. An array of denim silhouettes, including leggings, skinny and boyfriend styles, are priced at $55 or less.

Hopefully this new line will do better than her last one. Other celebrities such as Britney Spears and J Lo have had success with their clothing lines at Kohl’s. Although MTV recently turned down her idea for a new reality show featuring her work on the fashion line she has a good chance at regaining her fame with the name Kohl’s backing her. I give this line 4 crowns. It's a cute spring collection at an affordable price.

<3 Heather