Why buy an ordinary perfume when you can buy a celebrity fragrance? Why buy a designer coat when you can buy a celebrity designer coat? In fact, why buy anything that’s not celebrity endorsed? It would clearly be inferior to a celebrity designed product or would it?!
PSFK remembers when we started school and our mother packed up a lunch for us to eat in a celebrity endorsed Thunder Cats lunch box, we also remember buying our first band T-Shirt at a Eurythmics concert. More recently we noted in our white paper “Celebrities and the web” that celeb endorsement was mutually beneficial for the brand provided the synergy between the brand and celebrity is easily understood by the consumer.
So what about fashion and celebrity? With more music stars launching their own fashion labels can we foresee the death of the mid market stand alone chain stores? After all who will want to buy Gap or American Apparel when its NOT so intrinsically linked to a celeb designer. Endorsement is fine but don’t the general public want the real deal? Will this phenomenon then spread to high fashion?
With Damian Dash announcing Kate Moss as the new face of Rocawear this is clearly a move up the fashion food chain plus British Celeb IT girl Sadie Frost’s collaboration with Jemima French already a massive hit on the London Fashion Week catwalk are the days of the traditional designer brand numbered?
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