Stores like Zara, Mango and Topshop realise nothing lures a crowd like celebrity-endorsed clothing, writes Ruth O’Connor.
The main street store - a Mecca for women of all ages in search of affordable, up-to-the-minute clothing and, recently, more than just a dash of celebrity chic.
Yes, you too can be as fabulous as Kylie, as dynamic as Madonna or as cool as Kate Moss - just make sure you put the launch dates in your BlackBerry, queue early and be willing to fight to the death for a piece of the celebrity line pie.
No longer content with regular marketing campaigns and hundreds of in-house designers, and acutely aware that celebrity sells, main street stores such as Topshop and H&M have realised that the most efficient method of inducing media hype and consumer frenzy is to engage the help of celebrities.
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The main street store - a Mecca for women of all ages in search of affordable, up-to-the-minute clothing and, recently, more than just a dash of celebrity chic.
Yes, you too can be as fabulous as Kylie, as dynamic as Madonna or as cool as Kate Moss - just make sure you put the launch dates in your BlackBerry, queue early and be willing to fight to the death for a piece of the celebrity line pie.
No longer content with regular marketing campaigns and hundreds of in-house designers, and acutely aware that celebrity sells, main street stores such as Topshop and H&M have realised that the most efficient method of inducing media hype and consumer frenzy is to engage the help of celebrities.
'); //--> // Visual basic helper required to detect Flash Player ActiveX control version information Function VBGetSwfVer(i) on error resume next Dim swControl, swVersion swVersion = 0 set swControl = CreateObject("ShockwaveFlash.ShockwaveFlash." + CStr(i)) if (IsObject(swControl)) then swVersion = swControl.GetVariable("$version") end if VBGetSwfVer = swVersion End Function
