With living in a world full of celebrity clothing endorsements, we all know that the top brands bag the top celebrity names. The celebrity pulling power is undoubtedly very strong and prominent in today's society.
DKNY, the top US brand last year announced that actress and fashionista Rachel Bilson would be designing a range of sportswear for Juniors, including everything from dresses to cute little knits for their DKNY Jeans clothing range. Launched in September 2008, the range proved to be very popular and it was named Edie Rose, after her grandmother and a close friend.
The DKNY brand is clearly a heavyweight in the fashion industry in order to be able to secure big celebrity names to endorse their products. However, DKNY has clearly opted for someone that, above all, is stylish to the core. The wrong celebrity for a brand can have very damaging effects on brand loyalty, and people need to see a celebrity endorsement that fully complements the brand itself. DKNY is a stylish, chic and luxury designer name, and Rachel Bilson is also effortlessly chic, so the two teaming up has been a good pairing.
Rachel Bilson actually expressed an interest in working with DKNY, which is how the pairing came about. For a celebrity to go out of their way and request to work with a high fashion brand speaks volumes. Bilson was clearly aware that working with a hugely successful brand like DKNY could be beneficial for both her career and the future of DKNY. By designing for the Juniors range, this was clever marketing in order to keep the range niche and “test the market”. Perhaps with the success of the range, Bilson will be called upon at a later stage to work with DKNY designing some different apparel, and perhaps even the DKNY watches!
Although we don't see as many celebrities promoting specific designer watch ranges, there is an opportunity for DKNY watches to get a top celebrity on board to promote their stunning watches. The high fashion brand Guess has had socialite Paris Hilton endorsing their watch ranges, so perhaps it is only a matter of time before DKNY look for the perfect celebrity name to endorse their DKNY watches.
Being a global brand and having a celebrity friend is definitely beneficial, as long as you match the right celebrity with the right product. The marketing mix has to work, and DKNY achieved this with their work alongside Rachel Bilson.
Shade Station is the number one destination for designer watches and designer sunglasses. We stock a wide range of designs from all the top names including DKNY, Ray Ban, Oakley, Prada, Tom Ford, Diesel, Fossil, Nixon, D&G and Armani. Visit our Leeds store to see for yourself all our great stock, or shop online for an easy purchase and fast delivery. You can also call us on 0844 55 55 001 or email us at info@shadestation.co.uk.
