Celebrity Brand Pushers

Grala, Alyson
June 2005
License!;Jun2005, Vol. 8 Issue 5, p146
Trade Publication
This article deals with the question whether celebrities sporting licensed merchandise really translate into higher retail sales when it comes to the average consumer. Logically, it seemed that a celebrity placement agency would be a good way to get product onto celebrities, but this didn't work out. Celebrities shop at high-end retailers, so if one gets product in these doors and its the right product, it will live or die on its own. Warner Bros. Consumer Products Ltd. also has targeted specialty stores and boutiques as a way of generating celebrity attention, partnering with boutiques Tracey Ross and Scoop for an exclusive Looney Tunes collection. In September 2004, Tracey Ross introduced a line of vintage shirts for women designed by the storeowner herself, and produced by Junk Food.


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