The TARGET stores advertising picture was packaged along with today's Los
Angeles Times and is consistent with yesterday's business-news item which I
intended to post anyhow -the same thruout America-
BUY! BUY! BUY! -LOOK SHARP!
(How the hell did books get into the picture?)
DRESS FOR POPULARITY AND SUCCESS! HAVE FUN!
MAKE MONEY! -START YOUR OWN LINE!
AGE OR EDUCATION NOT A PROBLEM!
'American free-enterprise, capitalist democracy and the right to make as much
money as you can and spend it any way you choose -as long as there's no law
against it' (-sorta)
-has so far been entirely dependent upon cheap oil. It is easily argued that
this hunk of arrogance and the consumerism without which it does not exist are
a major source of antagonism for this country by the muslim world
-and this doesn't begin to touch upon education in the united states, nor upon
global warming which seems to disturb only a few scientists here or there.
July 11, 2006 Los Angeles Times
Celebrity Merchandising Aims at the Young
The Olsen twins' success has led other stars to try to cash in on the teen and
From the Associated Press
Starting this fall, Mary-Kate and Ashley Olsen — the twin actresses turned
merchandising moguls — will have some young celebrity company in store
year-old actress and singer Hilary Duff and 13-year-old Dylan and Cole Sprouse
— twin actors and heartthrobs for the prepubescent set — aim to mimic the
success of the mary-kateandashley brand, with plans to bombard stores with a
host of products from clothing to home decor.
And experts say they expect there will be plenty of other
young copycats hoping to turn their celebrity status into merchandising power
among preteens and teens, as did the now-20-year-old Olsen twins, who parlayed
their star power into a reportedly billion-dollar international brand, spanning
cosmetics to clothing and rugs.
"Success breeds competition," said Marshal Cohen, chief
analyst at NPD Group Inc., a market research firm in Port Washington, N.Y.
The mary-kateandashley brand has been an eye opener, he said,
and "everyone is going after what appears to be a successful formula."
Duff, who shot to fame as the title character on the TV
series "Lizzie McGuire," will be coming out with products this fall that are
aimed at preteen girls.
The merchandise, from clothing to room decor, will sell under
the label Stuff by Hilary Duff in discounters such as Wal-Mart Stores Inc. and
mid-tier stores such as Kohl's Corp. They include hot pink fabric handbags and
cropped black jackets.
The launch comes 10 months after Duff became chief executive
and head designer of her own fashion and lifestyle company.
To help secure her footing, she hired Robert Thorne, the
Olsens' former manager — and until early last year the CEO of Dualstar
Entertainment Group, the Olsens' entertainment business — to spearhead her
merchandising venture. The goal: to generate retail sales worldwide of more
than $1 billion in 2 1/2 years, according to Thorne.
"Mary-Kate and I are proud we have paved the way for others
and wish everyone as much success as we continue to have," Ashley Olsen wrote
in an e-mail. The Olsen twins became co-presidents of Dualstar when they turned
Meanwhile, the Sprouse brothers, who star in the Disney
Channel's "The Suite Life of Zack & Cody," are targeting their merchandise at
preteen and teen boys, with a new magazine called Sprouse Bros. Code, which hit
newsstands this month.
Calendars will be out this fall at discounters such as Wal-
Mart and Target Corp. Next spring, there will be young men's clothing and
grooming products like hair gel and deodorant sticks. Dualstar's CEO Diane
Reichenberger declined to name which stores will sell the products since
discussions are ongoing.
Company executives declined to offer sales projections for
the Sprouse business or the mary-kateandashley brand.
"The minute I saw them they looked like a brand," said Susan
White, brand manager for the Sprouse twins. She met them in 2002 and signed
them on as clients a year later.
Last year, she introduced them to Dualstar, which forged an
exclusive relationship as part of an overall goal to develop other
While building the Dualstar business, the Olsens themselves
are further expanding their own brand, which got its big start with Wal-Mart
seven years ago. This year, the twins expanded their accessories, cosmetics and
jewelry offerings with Claire's Stores Inc. Linens 'n Things carries rugs under
Now that they're aging out of this teen demographic, they're
also developing an upscale clothing collection and a contemporary collection,
which will not bear their names.
Reichenberger said both were slated to hit stores next year,
but declined to provide any more details.
Celebrity marketing is nothing new. A parade of celebrities
are designing clothes and marketing fragrances, including Jessica Simpson and
Jennifer Lopez, but their audience focuses on women in their 20s and 30s. Duff
and the Sprouse twins are teens building merchandising empires aimed at their
young peers, an age group where celebrity power is more influential than among
According to a recent NPD survey of 3,500 people, 57% in the
13- to 18-year-old age range said their purchases were influenced by
celebrities or endorsements by celebrities, compared to just 21% of overall
It's a lucrative market: According to NPD, for the year ended
May 2006, apparel sales rose 7.4% to $12 billion among those 7 to 12 and 13.9%
to $25 billion with those 13 to 17.
Still, stars who have established their celebrity status at a
young age have their own big challenges: attracting new generations to their
products while legitimizing themselves to older customers as they grow
Constant reruns of the Olsens' "Full House" on Nick at Nite
and ABC Family cable channels have helped them lure new generations of fans,
but their marketing power with customers in their late teens and older remains
unclear. Their teen line, tested during the back-to-school and holiday 2003
seasons, was short-lived. Under the stewardship of Reichenberger, they are
sharpening their focus on the fashion, beauty and home decor businesses.
Thorne noted that one lesson he learned is that it's best for
the celebrity to be at least 19 or 20 before going after an older teen. That's
why Duff is delaying the launch of her teen clothing line in certain foreign
markets to late 2007 and in the U.S. to early 2008. However, Duff's fragrance
for teens will be in stores this fall.
Meanwhile, the Sprouse twins will have an added challenge of
marketing to boys. According to White, while girls place a priority on brands,
boys are immersed in the experience — focusing on snowboard pants that dry
quickly, for example. White is also tapping into the Sprouses' strong fan base
among girls, who are expected to buy products for their boyfriends.
Experts will be closely watching how Duff and the Olsen twins
fare, although the young stars insist there's no rivalry.
"I feel it is not competitive at all," Duff said. "I feel
inspired by them. They will definitely keep me working hard. But definitely
there is room for everybody."