A 'Celebrity-First' Brand Strategy
Why Celebrity Endorsements Aren't Enough Anymore
The modern brand is selling us an ethos and entry into unique subcultures; one of the most effective ways to convey a brand ethos is through endorsements. In the increasingly crowded landscape of celebrity endorsements, simply having a celebrity’s cosign isn’t enough to satisfy the modern consumer. There is a new classification of brands that are ‘celebrity-first.’ These brands, revered for their elevated quality, attention to detail, and higher price points, are different because they make bespoke pieces for their celebrity friends that the general public will never obtain. Compared to the traditional route of featuring celebrities in a lookbook or a social campaign, these ‘celebrity-first’ brands are true collaborators with the talent. Regardless of how it’s executed, bespoke pieces for celebrities are a powerful top of funnel strategy that can lead consumers to a brand’s more general mainline.Â
Custom-made products for celebrities is not a new concept. From a more mass-market perspective outside of tentpole activations like the Oscars and the Met Gala, the sneaker community knows this concept as ‘Player-Exclusive’ or ‘PE pairs.’ In 1994, Jordan brand made custom Air Jordan 9s for several NBA players. Since then, PE shoes feature distinct colorways and designs that will never hit the general market. Referring back to our earlier article on how exclusive collaborations align with product strategy to create demand, to tease a new silhouette, a successful first step would be to create a limited collaboration. The same strategy can be replicated with PE pairs. Tapping into athletes is a strong way to capture a passionate audience. Similarly, musicians evoke a similar fandom and throughout the years no brand has done more prolific work with musicians (and celebrities) than Chrome Hearts.Â
Chrome Hearts is the quintessential American luxury brand. Chrome Hearts was started by the Richard Stark, Leonard Kamhout, and John Bowman in 1988 as the luxury brand for rockstars and the cultural elite. During the height of the 90s, Chrome Hearts was outfitting all of the stars - Cindy Crawford, The Rolling Stones, Pamela Anderson, and Cher (to name a few) were all donned in the classic Chrome Hearts’ cross. Now, Chrome Hearts is the ultimate status symbol with rappers like Drake and Travis Scott as some of the brand's biggest fans. Upon the birth of her baby boy, Chrome Hearts custom-made Kylie Jenner a stroller featuring the brand's iconic leather patchwork and silver detailing. Chrome Hearts’ reach extends across industries and silos. The Starks are close friends with Bella Hadid, a frequent collaborator and style icon. She is often seen in the press wearing completely unique pieces that she helped design. While pieces similar to the bespoke offerings can fetch up to five or six figures, the entry level products at Chrome Hearts like the trucker hats, tee shirts, and forever ring start at $350, a relatively accessible entryway into the brand.Â
The rise of Emily Bode’s eponymous brand has been astronomical. With unique, hand-sewn pieces referencing deadstock fabrics and vintage materials, customization is in Bode’s DNA. Since the majority of the earlier pieces are one-of-one, in a way, every one of Bode’s pieces is a ‘celebrity-exclusive.’ Bode has successfully taken the charm of custom pieces and democratized it to the public. Granted the pieces are pure artistry, but wearing a piece that is unique to you is an unparalleled clothing experience. Along the way, Emily Bode has outfitted Jordan Peele for the Oscars and also tapped Gracie Abrams for the campaign to launch her long awaited Women’s line. There’s little hype-oriented activations with Bode because the pieces truly speak for themselves. The celebrity partners are very deliberate and reflect the ethos and style of Bode’s unique vintage Americana heritage. The strategy was clear, make clothes so good you feel like a celebrity wearing them.
