Women aged 50 and over have long been an untapped market segment for licensing programs. But a growing number of direct-to-retail initiatives with etailers, retailers, and home shopping networks have focused on this demographic over the past few years, all involving celebrities who are in that age group themselves: Most recently, Jane Fonda paired with […]
Archive | Celebrity
Affordable for Anyone
A number of celebrities have launched fashion collections over the past two years—especially in the latter half of 2018—that are firmly focused on affordability: Comedian Amy Schumer and stylist and costume designer Leesa Evans launched Le Cloud Collection with Saks Off Fifth in December. Some of the proceeds will go to Community Partners’ STYLEFUND project. […]
Model Citizens
Fashion models have inspired licensing and merchandising programs going back at least to Twiggy in the 1960s. Since then, social media, reality television, and other modes of publicity have come to the fore. As a result, today’s consumers not only know more models’ names and faces, but are also familiar with their likes, dislikes, hobbies, […]
The Company They Keep
A number of recent collaborations touching lifestyle categories such as apparel, footwear, and cosmetics have highlighted capsule collections inspired or designed by groups of celebrities. The initiatives, which integrate anywhere from three to six personalities simultaneously, tend to be mainly promotional in nature, but have a merchandise component as well. In recent months: Adidas premiered […]
A Good Hair Day
Celebrity hairstylists, through a variety of collaborations and brand-extension initiatives, have gotten out of the salon and onto retail shelves over the past couple of years: Rita Hazan, who already has a range of hair care products in place at HSN and Sephora, retained The Brand Liaison last month as her licensing agent for further […]
Credit RuPaul For This Trend
Marketers in the cosmetics industry have recently been forging deals with high-profile drag queens, a celebrity niche that up to now has not had much of a presence in licensing, collaborations, or promotions. Among the examples that have come to light in 2018: Singer and drag artist Trixie Mattel partnered with Sugarpill Cosmetics for exclusive, […]
Hosts With the Most
TV and radio presenters—hosts of talk shows, reality TV series, game and competition shows, and the like—comprise a growing sector within celebrity licensing. Some recent examples of merchandise initiatives involving TV presenters include: Ellen DeGeneres, among the most active in the group, who recently announced a line of 60 fashion pieces at Walmart under the […]
Healthy Lifestyles of the Rich and Famous
Despite upheaval, consolidation, and the struggles of brands such as Blue Apron and Chef’d, the meal kit business continues to look to high-profile properties from outside the industry for new branded and signature programs. One of the strong pockets of activity of late consists of celebrities launching healthy meal kits, with many examples focused on […]
Hat Trick
Athletes playing on professional sports teams have increasingly entered the men’s apparel market, especially through collaborations, proprietary brands, and direct-to-retail deals. These have included players known for their careers in football (e.g., Russell Wilson with his Good Man brand), baseball (Mo Vaughn with his MVP Collections), basketball (Russell Westbrook with his ongoing capsules at Barney’s […]
Scent of a (Famous) Woman
Much has been written about the decline of celebrity fragrances over the past few years. But there are exceptions to the rule, and a number of high-profile personalities have recently expanded their licensed scent programs: Ariana Grande is releasing “Cloud,” the newest in her line of fragrances with Luxe Brands. She introduced her first perfume […]