There's a cunning new marketing strategy in which some fashion firms are engaging. They find a celebrity that they think that people dislike and send their competitor's products to that person. This is, allegedly, how Snooki from Jersey Shore ended up with an expensive Coach handbag. It was sent to her by Coach's rivals:
Link via Marginal Revolution | Photo by Flickr user university.unions used under Creative Commons license
Allegedly, the anxious folks at these various luxury houses are all aggressively gifting our gal Snookums with free bags. No surprise, right? But here's the shocker: They are not sending her their own bags. They are sending her each other's bags! Competitors' bags!
Call it what you will — "preemptive product placement"? "unbranding"? — either way, it's brilliant, and it makes total sense. As much as one might adore Miss Snickerdoodle, her ability to inspire dress-alikes among her fans is questionable. The bottom line? Nobody in fashion wants to co-brand with Snooki.
Link via Marginal Revolution | Photo by Flickr user university.unions used under Creative Commons license
Someone needs to coin a new phrase for these reviled 'celebrities'.
hatebrity?
I loathe trying to explain these things to my grandmother if she asks...
'so who is this horrible snooker girl?'
'well, everyone hates her'
'why is she popular?
'well, because she's a horrible little troll.'
'what does she do? does she sing or act?'
''no, she is just a human trainwreck.'
'and she's popular for this?'
'apparently.'
'I don't understand.'
'me neither grams, me neither.'