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Stars in your stock: do celebrity endorsements help your sales?

Making sure the famous face fits can be tricky but ultimately rewarding.

A victorious Roger Federer wears French Connection to the Wimbledon Champions' gala dinner

He may have broken the hearts of the nation at the weekend but you can’t deny the man looked sharp at the Wimbledon Champions’ dinner in a smart and unfussy tux from French Connection on Sunday night. Brands must be careful when courting celebrity or signing up stars as official faces as for every Fed or Rihanna (pictured below, who has been snapped wearing an inordinate amount of Boy London and Criminal Damage recently) there are also embarassing cases of unrequited love, a concept that came to a head last year when Mike Sorrentino off reality TV trash Jersey Shore caused a Situation (geddit?) for Abercrombie & Fitch.

Rihanna in Criminal Damage altough she loves Boy London too...

On that occasion the brand paid the “star” to stop wearing its clothes but while that might be a bit extreme, it’s definitely something that needs to be monitored closely by labels and stockists alike. We’ve all whiled away the hours scrolling through the Daily Mail website (no? Just me?) but it’s all good research to make sure the brands you are looking after or stock are positioned alongside the right people for your market.

Customers may not be able to tell the difference between arranged and accidental endorsement but get it right and rich pickings can await; get it wrong however and it could damage sales.

What I want to know is what are your experiences with celebrity? Do you do it? If not, why not? And has it worked out for you? Drop me a line in the comments below.

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