NOTHING QUITE EQUALS THE POWER OF TV shows and movies for moving accessories off retail shelves and into the homes of celebrity-awed consumers. With advertising money tight, the cost of interesting the entertainment media in using a particular product often looks downright frugal. And the results? They can be impressive.
Take Rebecca Minkoff’s Studded Rocker bag. It was worn by “The Hills” star Lauren Conrad in May. The next day, 300 of the bags were picked up by Minkoff’s top accounts. This isn’t the first time Minkoff has tracked a TV show/product sales connection. Apparently Lauren wearing anything generates major sales.
–“It’s weird how much consumers are tied to that show,” Minkoff says.
But, it’s not the only hot program heating up accessories sales action. Minkoff’s Morning After clutch enjoyed a significant sales spike after being featured in a “Gossip Girl” episode. Then, there is the story about Minkoff’s market bag style. She was on the verge of discontinuing it when Samantha Jones popped up wearing it on an episode of “Sex and the City.” Sales rocketed up, and Minkoff’s discontinuation plans went out the window.
And then, there is the wildly successful tale of Avelle (formerly known as Bagborroworsteal.com.). It seems that new membership in the internet club tripled in the year following the release of Sex and the City movie. In the film, Louise (played by Jennifer Hudson) borrows a Louis Vuitton bag from the site.
—Its effect on the trendy bag was dramatic, as the site’s membership zoomed skyward from 250,000 to over a million.
FEW HANDBAG STYLES ARE AS HOT OR AS TRENDY AS TOTES, AND CELEBRITIES CAN BE SEEN CARRYING THEM EVERYWHERE! HERE ARE SOME YOU MIGHT WANT TO CONSIDER:
- Large embroidered cheerleader tote bag.
Tally Up Your Benefit
HOW CAN YOU BENEFIT FROM ALL THIS? Pay attention to what is being shown on the big TV programs and in major film releases. What are the characters wearing? It will impact styles. What jewelry and handbags are the lead actresses wearing? That, too, will show up on sales receipts. The more an accessory is featured, the hotter it gets, and the bigger the sales impact.
You might also check out celebrity publications where many super stars can be seen wearing statement pieces of jewelry that are on a fast upward trend.
–A recent issue of Star, for example, showed Medium star Patricia Arquette wearing a gorgeous, chunky, medium length turquoise necklace. Very hot!
–Tiny blue pearl beads in a multi-strand choker gave Spanish actress Elsa Pataky a classy, finished look.
–And celebrity Anna Faris showed off a stunning Michael Kors red and black striped dress with multiple and diverse gold and silver bracelets plus rings on several fingers, too. Don’t miss the fashion implications here!
The benefit of being seen on shows and movies involves more than immediate sales, marketers agree. Also important is the longer term exposure which keeps the product moving beyond the initial media attention. For example, there is the residual sales benefit from getting a product talked about by bloggers after it has been seen in a film. Or seeing the product show up on Facebook after exposure on TV. . When you get this combination of media exposure, you can be sure you’ve got a winner on your hands!
Of course, if a character or star lacks a “certain fashion cache,” you don’t benefit from her wearing your goods. Jewelry designer Alex Bitar remembers when one of the stars of the wacky movie “White Chicks” wore a piece of his jewelry. Oh, no!
“I remember thinking, ‘I hope my buyers aren’t watching this,’” he says.
The problem is that there is just no control over who will wear what when. You can only hope. If the accessory is worn in a high fashion environment by a celebrity people want to emulate, you’re not just safe. You’ve made it! If not, well, hope for the best….
Nancy Gonzalez of Santiago Gonzalez contends that it is all about context. “Seen in the right way, however, celebrity exposure is a dramatic sales stimulator. Celebrity is especially important to the international customer,” Gonzalez adds, “to buyers in Korea, Japan, and Russia.”
–Hey, the sales rub-off isn’t so bad in the good old USA, either!
BIG HOOP EARRINGS GOT A MAJOR SALES PUSH UPWARD WHEN CELEBRITIES BEGAN SHOWING UP EVERYWHERE WEARING THEM. HERE ARE SOME YOU WILL SURELY FALL IN LOVE WITH:
- Large tubular hoop earrings in hand polished silver or gold plate.