Word: branded
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...apparel, Under Armour's signature product, the company maintains its dominance, commanding 61% of the market, to Nike's 15%. And that's where Under Armour executives plan to start building market share in the larger sportswear sector: from its base of loyal fans who initially go to the brand for specialty products but then discover Under Armour's broader range of clothing options. This year it plans on expanding its women's products, which account for 24% of annual sales. Next year it will add to its footwear line with a football cleat, followed by a baseball shoe...
...answer is yes. She is worth it if she connects to what the brand is about," says Demsey, citing Lauder's relationship with Gwyneth Paltrow (who signed with the brand in 2005 for several million) as an example of a good fit. "But there is something that happens. It commoditizes things when everything looks the same. They lose their uniqueness. That's why the selection of the celebrity and how they're presented make such a difference...
...years ago, celebrities didn't think this was a good career decision. They thought it detracted from their cachet," says Scott Beattie, chairman and CEO of Elizabeth Arden. "When we signed Catherine Zeta-Jones in 2002, she was one of the first prominent celebrities to sign to a beauty brand. Now it seems stars see an opportunity [with beauty advertisements] to present themselves to the public in a more controlled way than the tabloids do. As a result, the paparazzi images become less of a commodity. In the past, there was resistance because it was viewed as overexposure...
...when she had very young children. It's a nice little income stream. And if it works out perfectly, it's also an enhancement. The level of photography for some of the campaigns really moved the needle. In the more memorable campaigns, it really works to build the brand and the celebrity...
Chanel's U.S. president, Maureen Chiquet, admits that banking on a celebrity for celebrity's sake can be a risky venture. Although the brand has had contractual relationships with stars since the '50s (Suzy Parker, Catherine Deneuve, Ali McGraw, Candice Bergen and Carole Bouquet), its Nicole Kidman--Baz Luhrmann No. 5 ad surpasses any single-ad commitment to date. Kidman's reported $4 million-to-$5 million contract was meager compared with the total budget, which some estimates put at more than $40 million...