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Do Celebrity Collaborations Work in Retail?


Do Celebrity Collaborations Work in Retail?

Fashion and retail spend more than any other sector on advertising accounting for 22% of the $202 billion total. A significant share of that money goes towards celebrity endorsements, whether it’s lavish advertising campaigns, product placements or full on clothing design collaborations. Often ranked depending on their profile, trustworthiness, style file and audience overlap, here are some of the hottest hook-ups so far.

The Rock Under Armour Sneakers

Known for his action packed films and fast as lightening wrestling moves, it’s maybe no surprise that the Rock’s Under Armour sneakers didn’t hang around when released in May this year. His Project Rock 1 sold out in a mere 30 minutes after being released on the Under Armour’s website and through their retail locations across the country.

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Victoria Beckham for Target

Victoria Beckham’s best asset is her own minimalist chic style, and she brought that to Target for her first mass-market collaboration. There were slim suits, printed sundresses, and even children’s clothing, proving that you don’t need to be an international style star to look like one. With most items around the $30 dollar mark, a snip of the price of the former Spice Girl’s own label fashion brand, it’s no surprise that both of the launched collections nearly completely sold out straight away. 

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Beyonce and Topshop

Beyonce‘s athletic-wear brand Ivy Park, a collaboration with Topshop named after her daughter, was on of Topshop’s most successful collaborations. The line consisted mostly of leggings, sports bras, bodysuits, hoodies and jackets that are both comfortable enough to be worn inside the gym and stylish enough to be worn out casually.

The vision for the range, made ‘for women who want to look and feel at the top of their game’, came into conflict with the Topshop brand when the sexual harrasment claims made by female workers against Topshop owner, Philip Green, recently emerged. Beyonce decided to protect her brand and has cut all ties with the retailer, buying out their 50% share just a couple of weeks ago.

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Adidas and Pharrell

Pharrell Williams is the king of collaborations. Whether he’s singing on someone else’s song or designing t-shirts, the creative polymath always gives his all. That was nowhere more evident than with his Adidas collaboration for the US Open. Williams was personally responsible for the Open’s most memorable outfits with Sascha Zverev in the Björn Borg shirt. The line extended beyond performance wear into lifestyle items and also financed new tennis courts in low-income areas. 

We particularly love his new Adidas collection based on colours taken from the flags of East African countries. The brightly coloured, single style trainers and athletic clothing range are exotically named ‘Solar Hu’. Williams commented: “Africa is a beautiful continent and the origin of civilisation.”

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Rihanna and Puma

After showing the first two seasons of her hugely successful Fenty x Puma collection in Paris, the Bajan beauty brought her Spring/Summer 18 presentation to New York Fashion Week, and sent fashion fans’ hearts racing. In addition to Fenty x Puma, she also created Fenty Beauty, which certainly met the long-awaited hype when the collection dropped 44 shades of foundation during NYFW. Her involvement with Puma was not the first of her design career though; she previously created collections for both Armani Jeans (2011) and River Island (2013).

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Read up on celebrity collaborations here:



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