LA Times gets up to speed

LA Times reports that celebrity branding is continuing to lead the way

After the Brand Licensing Exhibition last week in London, it was quite clear the celebrity branding is still an overwhelmingly powerful marketing tool. Hundreds of celebrities have launched fashion lines and some have even earned their celebrity status through this means.

Celebrity branding gives the stars an opportunity to let their name live on, even after their spike in fame has deteriorated. For example, Jaclyn Smith debuted her Kmart collection 26 years ago, and the home décor brand is still going strong.

Daisy Feuntes has generated over US$800 million in sales since her fashion brand entered Kohl's in 2004, another case of a TV personality making the most of their status.

LA Times has now reported that Jessica Simpson's retail sales are expected to reach US$1 billion by next year.

To read the full report, click here.

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