Issue #13 – Branding of the Stars

 

 

 

Celebrity branding has become a very common practice. Did you ever wonder how it started? Who was the first celebrity to do so? There are a wide variety of celebs that have jumped on the band wagon and almost every department store carries at least one.

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In 1985 K-Mart started a trend and revived their sales at the same time when they began promoting a clothing line by Jaclyn Smith. Smith became one of the first celebrities to start putting their name on their own products. Twenty-eight years later, she is still selling her products at K-Mart and has developed a line of products that range from clothing to housewares and everything in between. K-Mart has recently added product lines by Selena Gomez and Sofia Vergera. Sears and Macy’s are among the department stores that now carry celebrity product lines.shoe

Even former MTV VJ Daisey Fuentes has had a line of merchandise at Kohl’s since 2004.

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Clothing seems to be the most popular celebrity venture. Actresses Mary-Kate and Ashley Olsen have multiple product lines that include The Row and Elizabeth & James. Singer-actor Justin Timberlake’s William Rast, Gwen Stefani’s L.A.M.B. and Harajuku Lovers, and Avril Lavigne’s Abbey Dawn are just a few of the many that are available.

Some celebrities have created unexpected product lines such as Brad Pitt’s line of furniture and Carlos Santana’s line of women’s shoes. Brett Michaels and Martha Stewart both have a line of pet products. Tico Torres of Bon Jovi has a line of baby clothes. But Circles thinks one of the strangest celebrity products is Justin Beiber’s line of nail polish!

Not all celebrity product lines are successful, just ask Kanye West. His women’s clothing line was discontinued before in even got off the ground. Even Jennifer Lopez has had more than one product line that failed. But one of the least successful celebrity products we found was Hulk Hogan’s Hulkster Burgers. Have you even heard of them? We hadn’t.

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A lot of different celebrities have had their fair share of failures and successes with products. Some need the extra money, others to get back in the spotlight, to raise their popularity, or just for the heck of it.

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