You see them mentioned and consider, wouldn’t it be cool if I could hook up my label with a celebrity who is often seen on the Red Carpet. It’s great PR, particularly if it’s a well known high profile event – so where do you start?
Consider making friends with or at the very least reading Susan J. Ashbrook’s book “Will Work for Shoes – The Business Behind Red Carpet Product Placement”
While working for Richard Tyler in the ‘90s, Susan realised that something was missing in the fashion industry – a direct link between major fashion houses and celebrities. Susan left Richard Tyler and started her own company, Film Fashion, and worked to pair designers with celebrities for red carpet events.
Susan’s Top Tips: When connecting your brand to a celebrity, make sure that the celebrity’s values are similar to your company’s and to the values of your target market, if it isn’t believable, it won’t be effective. If you see an opportunity arise, go for it! Creative thinking always pays off. Susan’s example: One year Stuart Weitzman was creating a “Million Dollar Shoe” embellished with diamonds to be worn by a celebrity to the Oscars. Susan told the designers whom she represented to make dresses with a high-low hem, knowing that the celebrity would want to wear a dress that displayed the shoes. It worked…
Number One Tip: Persistence! It takes time to build relationships, so keep trying and it will happen.