The trend toward celebrity branding and marketing for retailers continues unabated. Last week alone, Steve & Barry’s announced yet another celebrity partnership, this time with tennis champ Venus Williams. This follows its recent deals with actresses Sarah Jessica Parker and Amanda Bynes. And Macy’s is hoping celebrities such as Donald Trump and Martha Stewart can help build its image. The tycoon and the domestic entrepreneur are part of a fall TV campaign featuring famous people whose product lines are sold at Macy’s department stores.
And in fashion, the power of celebrity cannot be underestimated. Our August cover story takes an in-depth look at this phenomenon and how, even in a day and age when celebrities crash and burn at an alarming rate, retailers and manufacturers still recognize the power of a famous name.