Retail has always had a love, hate, love relationship with celebrities.
*** Celebrities have the power to multiply the sales of a retailer by a mere retweet. so no wonder retailers are clambering to associate themselves with the hottest celeb of the moment.
It is also no surprise that celebrities will do almost anything to keep themselves relevant, current and in the public eye. The pay package not to mention the freebies, perks (or to the inland revenue expenses) is too much or a golden nugget not to make their eyes twinkle and their palms itch.
As a small independent retailer unless you know someone, who knows someone or you have the financial credentials to employ a PR agency gaining access to a celebrity endorsement for your retail outfit or merchandise could be as tricky as getting Miley Cyrus to keep her clothes or keep her tongue in her mouth. (We’ve all seen the images from the 2013 VMA’s)! eek!!!
Sometimes retailers are gifted a great opportunity and if they are quick off the mark they can make a killing.
In steps Lady Gaga, currently in the UK in Camden playing a very intimate gig at the Camden Roundhouse. Her little monster are absolute devotees of their leader, they worship the ground she walks on and defend her like a parent defends their child. This type of loyalty you simply can’t buy once a Little monster always a little monster.
Retailers are aware of this and this is where as a retail business your retail savvyness can come into play and benefit your company.
Lady gaga is renowned for her fashion statement pieces none other than the Sea-shell bra as sported in the image below.
Knowing this a very cunning retailer in Camden, Escapade’s (fancy something different) fancy dress retailer have capitalised upon this and are promoting and selling out of their equivalent of the Sea-Shell bras. I have never heard of this brand owing to the fact that I don’t wear fancy dress however this has changed since I saw a report on this company on the ITV news a few moments ago. The store owner commented on the positive sales impact of the Gaga.
This is another great example of reacting to the current news, hottest topic and tailoring your services accordingly. Once retailers understand why and how to do this there will always be opportunities like this one which Escapade seized with both hands.
Well done guys, you have done retail proud!
Disclaimer: *** Celebrities endorsements can help or hinder your brands. The trick is to associate yourself with the right celebrity.