Celebrity Collabs Move Beyond Simple Sponsorship

Celebrity endorsements are as old as Pheidippides running from the town of Marathon, Greece, to Athens in 490 B.C wearing his Nike sandals, well maybe not actually Nike, but you get the drift. Celebrity brand endorsements are nothing new, and whether we like it or not, celebrity endorsements have become such a common factor in people’s daily lives that our world has become heavily influenced by their social commentary. They are powerful, and moreover, successful. However, today’s celebrities are going beyond simple endorsements and are actually collaborating on new product lines.

Celebrities are well aware that they can become a marketable product and many have created personal brands that keep them in the spotlight well past whatever made them a star. Consider one of the most well-known collaborations between Michael Jordan and Nike; he hasn’t laced up a pair of basketball shoes competitively since 2003, however his brand is still iconic within the athletic apparel industry. Going well beyond a simple product endorsement, Jordan became a brand, and many more celebrities are now leveraging the spotlight to influence similar brand partnerships.

A few examples of successful celebrity collaborations:

  • Kanye West and Adidas co-branding the Yeezy brand. The combination of Kanye’s personal brand and Adidas’ growing streetwear segment has been incredibly successful with almost a 20% increase in earnings for Adidas since the partnership began feeding on the cult-like frenzy of the Yeezy following.
  • Grammy award winning artist Rhianna went beyond a simple spokeswoman role with PUMA when she became a brand ambassador for an entire women’s line overseeing collaborations in apparel, footwear, and accessories. Beginning in 2015, when she released her first footwear collaboration, the Creeper, which sold out within hours of its presale launch, she has since gone on to create an entire fashion line called FENTY PUMA by Rhianna. Based upon her experiences growing up and having to wear uniforms to school, she wanted to create a line that was completely different and fun. Not only has the line been praised by fashion critics and bloggers alike, PUMA had over a 180% increase in searches on their site since the collaboration began.
  • GUESS teamed up with rapper A$AP Rocky to create a collection of apparel and accessories for both men and women, based upon his well-known style and interest in the fashion industry. Focusing on the $ to replace the “S” in throwback 90s GUESS patterns, the nostalgic line utilized his platform to “show kids what they missed out on”.
  • World famous DJ, David Guetta collaborated with Champaign brand GH Mumm and Tag Hauer with impressive results. While Elizabeth Arden partnered with Britney Spears to create the Britney fragrance line, and Keds footware collaborated with Taylor Swift to create the Taylor Swift Collection.
  • And we would be remiss to leave out the Fashion Nova’s collaboration with Cardi B. The “Bodak Yellow” rapper who turned her social media clout into a successful music career, sold out her first line of 82 styles raking in over $10M last November, while her latest line sold-out within minutes of its release making over $1M in under 24 hours.

Brand collaborations are nothing new, especially in the fashion world. Furthermore, utilizing a particular fan base in order to develop target audiences, is exactly the type of data point that Branded Online can take advantage of to help drive sales for a brand.  Take for example BrandedOnline’s partnership with Blue-Star and Bebe Rexha. The two-time Grammy nominated artist, Bebe Rexha has partnered up with fashion brand bebe for their empowering national marketing campaign ‘BEBE LOVES BEBE’. The campaign was created to celebrate the powerful idea of loving and accepting yourself, feeling incredible at any time, all the time. With the help of BrandedOnline, Rexha has been appearing in the brand’s Fall 2019 campaign, which has been running throughout the U.S. on social, out of home, and in print since the launch of Vogue’s September issue.

Founded in 2010, Branded Online is a full-spectrum e-commerce partner and leading provider of customized, end-to-end digital commerce solutions for retail brands. Underpinned by first-in-class technology, the company’s mission is to help brands navigate the complex online environment to effectively attract, retain and increase customer leads. Branded Online’s suite of services includes website development, performance marketing, business intelligence, merchandising and planning, brand-focused design, retail imaging and video, full-scale warehousing and fulfillment, and world-class customer care. For more information, visit brandedonline.com

2019-11-13T17:11:11+00:00 By |Blog|

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