The Secret to Celebrity Success
Launching a celebrity backed brand is an exciting prospect, but it comes with its own set of challenges.
We can all learn from the success stories: Trinny London, Skims, Fenty Cosmetics, Prime, the list goes on. But as always, the failures are where we can learn the most.
Why did Cheryl Cole’s cosmetics brand fail to glow, or Katie Price’s Jordan’s Gym struggle to pull its weight? What happened to P. Diddy's label Sean John Girls and The Nicki Minaj Collection, two big name fashion brands that fast became fashion victims.
Clearly social media has given talent the tools to talk directly to their audience. It may even give them a head start, but the commitment, methodology and knowhow in launching, growing and running a business still remains sacrosanct.
So here are some thoughts as to why some celebrity projects receive applause and some, the trap door.
Lack of Differentiation: Yes a celebrity may offer a captive audience and a unique tone of voice but without a unique selling proposition or distinctive offering, the brand will fail to stand out among competitors. The Nicki Minaj Collection was discontinued after a few years for its lack of originality.
Limited Appeal: The brand's target audience may be too narrow, limiting its appeal to a broader consumer base. If the products primarily appeal to fans of the star rather than a wider demographic, it will have limited potential for success. Gwen Stefani, the singer and fashion designer, launched her clothing line, L.A.M.B. in 2004. While initially popular, the brand faced challenges in maintaining its relevance over time. Changes in fashion trends and consumer preferences contributed to declining sales, leading to the brand's diminished presence in the market.
Brand Perception: Quality, value, and authenticity have a huge impact on a brand’s success. If consumers view the products as overly expensive, lacking innovation, credibility, or relevance, they will be less inclined to part with their hard earned cash. Sarah Jessica Parker’s footwear line, The SJP Collection, struggled to gain traction in the competitive shoe market, facing criticism for its high prices and limited styles.
Marketing and Promotion: Effective marketing and promotion are essential for building brand awareness and driving sales. Yes the celebrity may have a big audience via their social channels, but investment across every consumer touch point is necessary to attract volume. While initially popular, JLO by Jennifer Lopez faced declining sales and didn’t react fast enough with a marketing campaign to grow its customer base. JLO by Jennifer Lopez was eventually discontinued.
Product Quality and Innovation: The quality and innovation of the products themselves play a crucial role in the success of any brand. If a talent backed brand fails to deliver on consumer expectations in terms of product performance, efficacy, or formulation, it will lead to dissatisfaction and poor sales. Despite Abbey Clancy's popularity, the Abbey Clancy Collection for Matalan received mixed reviews from consumers and faced criticism for its poor quality and design flaws. Before long it was curtains for Abbey.
Retail Distribution: Access to retail distribution channels is critical for reaching consumers and driving sales. Yes, a ‘direct to consumer’ approach can handle a good chunk of the action, but the majority of celebrity backed brands must look to secure prominent retail placement or they will struggle to expand distribution effectively, and limit their ability to reach customers. Beyoncé and Tina Knowles' brand, House of Deréon struggled to gain retail distribution and maintain profitability, leading to its eventual closure.
The secret to success is, there is no secret! Launching a celebrity backed brand requires much the same approach as any startup. Sure, a big name will give you a head start, but there’s no getting away from the expertise, hard graft and shape shifting necessary to develop a successful business. There are no shortcuts and no handouts. You must look to minimise risk at every stage, surround yourself with the best people, stay on your toes and above all, learn from all those failures.
