A number of entrepreneurs and businesspeople are following the likes of Donald Trump into the world of celebrity licensing, positioning themselves not just as experts in management or finance but also as lifestyle brands.
Caroline Issa, formerly a consultant and now CEO of the Tank Group, a U.K.-based media company, has a reputation as an often-photographed “style icon.” (She was a model for a short time as a teenager.) Issa has partnered with Nordstrom for an apparel collection, with the initial 25-piece grouping, released this spring, the first in a planned series of seasonal collections under the Nordstrom Signature banner.
Another U.K. business celebrity, Jamal Edwards, is the founder of SB.TV, a YouTube lifestyle channel aimed at young music fans. In fall of 2014, he partnered with American Freshman for a collection of caps and hats available exclusively at Topman stores. (At age 16, Edwards was an employee at a Topman location.)
And Daymond John, who is known as one of the judges/investors on the ABC series Shark Tank and founded the FUBU fashion brand, is the owner of an agency called Shark Branding that offers licensing and brand management services for celebrity and corporate clients. He is also involved in branding activities of his own, pairing with HSN for the launch of his Moguls Mobile lifestyle label, which markets technology devices such as chargers and locator tags. John also is advising on the design of Old Toledo Brands’ licensed Rapala workwear line.
Even as businesspeople are becoming celebrities, a variety of celebrities have been working to reposition themselves as businesspeople. In some cases, they have become known almost more for their entrepreneurial activities than for their original source of fame. Examples range from Pharrell Williams, Will.i.am, and Gwen Stefani in the music industry to reality stars such as Paris Hilton, several Real Housewives (some of whom were in business prior to their appearances on the series), and even some Kardashians.
Meanwhile, Donald Trump, who can be credited with launching the businessperson-as-licensable-celebrity trend, continues to expand his luxury merchandise empire. He oversees a global consumer products program that extends from menswear to mattresses.
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