If you are like me and are tired of seeing celebrities sell clothes…too bad. For a designer, it’s the golden ticket.
In a feature in today’s WWD, it’s no secret that any publicity is good publicity when you are trying to build a brand. For
brands with little or no advertising budget (and even for those with
sizable ones), that’s a critical question that can shape how to focus
marketing energy. Winning editorial credits, having your dress worn by
a celebrity and getting picked up by
Oprah as one of her ‘Favorite Things’ can put a product on the map overnight and create credibility.
buzz machine of media can be a powerful force, observers agree. Juicy
Couture, now owned by Liz Claiborne Inc., didn’t advertise for its
first decade, and many up-and-coming brands, including Tory Burch,
Alice + Olivia and Lululemon, rely on placements on celebrities and
magazine credits. But experts stress that, in the long run, such
activities should only be part of an overall marketing program that
The celebrity weekly magazines that chronicle the
who, what and wear of "It" girls have become a valuable tool for
"Celebrities are walking advertisements," said Tory Burch,
whose brand has been sported by everyone from Cameron Diaz to Sigourney
Weaver to Blake Lively. "There’s a direct correlation between what
celebrities are wearing and what is selling."
According to Suzanne Hader, principal at
400twin Luxury Brand Consulting: "Vogue is more important for
brand building. Lucky is more important for launching, particularly if
a brand is tightly merchandised with a debut capsule collection. Us
Weekly is great at building buzz, but it’s just a component.
But the Midas of placements continues to be an appearance on "The Oprah Winfrey Show." It helped the Tory Burch brand, for one.
biggest thing was when we were on ‘Oprah’ for the next big thing in
fashion about eight months after starting the company," Burch said.
"The next day we had 8 million hits on our Web site. That changed the
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