The Branding and Marketing Strategies of Baby Phat
October 5, 2023 | Evelyn Mason
(Photo:Michael Benab)
As we all know, Baby Phat is seen as a treasured gem of the 2000's. As most of their consumers were teenagers and young adults during the company's peak, the brand became a symbol of nostalgia for many. Unlike many celebrity fashion brands of today, like Rihanna's Fenty Fashion House and Beyonce's Ivy Park, Baby Phat had affordable items that were justifiable for middle class America. I'm sure you or someone you know had a Baby Phat puffer jacket or a pair of jeans lol.
But why is this brand still relevant today? I'll be the first to say it, it's not because of their clothing. It's because of their successful branding and marketing strategies.
(Photo: Nora Feller/The LIFE Images Collection via Getty Images/Getty Images)
Kimora's Personal Brand
Kimora's personal brand was already rooted in hyper femininity as a budding-young supermodel. At the age of 14, Simmons entered an exclusive contract deal with one of the biggest luxury fashion houses, Chanel.
Kimora is a prime example of letting your personal brand and actual brand become one. Before even starting the brand, Kimora carried a posh and luxe essence about her, making it even easier for her to embody that within her brand.
(Photo: Sean Roberts At After Party For VH1 Divas Live and Kimora Lee Simmons For Phat Farm)
The Connection to Phat Farm
As an extension of Phat Farm, which was owned by Kimora's then partner, Russell Simmons, Baby Phat was launched and marketed as a hyper feminine alternative to Phat Farm with a streetwear edge. Although this isn't a case study of Phat Farm, their own branding and marketing played a huge role in the development of Baby Phat.
Phat Farm aimed to somewhat bridge the gap between black communities and white dominated elite societies through apparel. The brand identity is very reminiscent of an educational institution or a country club. If hip-hop, country clubs and The Hamptons had a baby, it would be Phat Farm.🏌🏾
Their advertisements showcased a blend of street wear with the class of Hamptons/country club style, while staying true to Russell's New York origins.
The Brand Identity
Baby Phat's primary logo features a siamese cat, which Kimora owned at the time. Siamese cats are believed to be at the top of their hierarchy of felines, which also translated into who Kimora was as a person and how the brand was marketed.
The typeface includes a luxe script font that pairs well with the brand icon.
The logo is very simple but at the same time feels over the top, which is also represented through the brands fashion.
(Photo: Kimora Lee Simmons for Baby Phat)
Full Spread Advertisements
Kimora truly embraced her supermodel past and implemented those elements into her brand, instead of running away from it. One of the most memorable aspects of Baby Phat were the magazine spread inspired advertisements. They transported the audience into Kimora's world, whether it was a day of shopping or an evening at home with her two young daughters, Ming Lee and Aoki.
This level of creative brand strategy and promotional advertisements helped the brand to become more than just another fashion line. Kimora used her supermodel past to her advantage and SHOWED out to visibly market this brand, as she can be seen in almost every single campaign.
Kimora knew she made this brand, not just the clothing or the fabrics, it was a whole experience. This is your sign to invest in your brand, hire a photographer, graphic designer, etc. 💸 The magic that was created for these campaigns truly rooted the brand in success and provided a foundation for an upward trajectory.
The Original "It Girl"
Baby Phat was and is still able to identify with a certain aesthetic. Almost two decades before the trends we see today, the brand embodied "that girl energy". In many ways, the brand set the benchmark for current Instagram fashion brands and content that we see today on our timelines. Baby Phat was the embodiment of a luxurious life-style and a fast pace.
Her beloved reality show "Kimora: Life In The Fab Lane" gave audiences an up close and personal view of Kimora, her daughters and her growing empire for 4 seasons. In some ways, this was the 2000's version of the "that girl lifestyle" content that we see on TikTok "Get Ready With Me's" and Youtube vlogs from our favorite influencers like Jayda Cheaves and Allyiah's Face.
The Cultural Impact
In the early 2000's, Baby Phat filled the void of streetwear for women. Models with dark skin and full-figured bodies were hired for fashion shows. The brand was successful at identifying and relating to communities of black women, from the East Coast to the south.
The marketing tactic was then based on relatability and a posh lifestyle, which many women were eager to have.
Celebrities from Lil Kim, Raven-Symoné, Alicia Keys, Eve, Monique, Tyson Beckford and more could be seen at different fashion shows and events hosted by Baby Phat.
The Brand's Expansion
With the success of the clothing line, Baby Phat ventured into fragrances, shoes and accessories. The brand also secured a partnership with Motorola for the distribution of the Baby Phat flip phone.
The Baby Phat Motorola was one of the first fashion/tech collaboration I remembered as a kid. We also see similar partnerships today with celebrity brands and tech companies, like Kim Kardashian and Beats by Dre.
The Best of Both Worlds
Kimora also had the lifestyle of being a mother and a successful business owner. Among the most cherished features of Baby Phat was the inclusion of Kimora's daughters, Ming Lee and Aoki. This showed us that women could still be successful in their careers while having children.
This also gave consumers an element of relatability and aided the overall support and interest in Baby Phat. Who doesn't want to see a mother mothering while having a successful business?💅🏾
Great piece!