The end of the star is to sell goods? Selena's self-created beauty brand was popular all over the world last year, selling it out of stock many times, and its sales reached $500 million in 2022.
What is rare is that Selena has earned money while also gaining a good reputation, and many customers feel that it is worth the money. Compared with the domestic star's self-created tide brand rollover, Selena's choice of beauty route undoubtedly captured the public's psychology.
In fact, in recent years, celebrities have created their own brands, and it is not uncommon to use the star effect to generate income, and there are many stars who can overturn.
In 2022, Ouyang Nana launched her personal brand "NABI" with a high profile, and the high pricing not only caused dissatisfaction among fans, but also attracted ridicule from the public. A bathrobe costs 988 yuan, a scarf costs 388 yuan, and even two pairs of socks cost 168 yuan.
Careful netizens found that most of the materials of this bathrobe worth thousands of yuan are polyester, not even pure cotton, and there is no bright spot in the design, purely cutting leeks.
Even when asking someone to promote it, the gifts received by celebrities and Internet celebrities are completely different. The big coffee place got the full set, and the small coffee place only had a pair of socks, which made a lot of jokes. Although there is constant criticism from the outside world, it is sold out as soon as it goes on sale, and sure enough, the fans' money is too easy to earn.
Luhan's self-created fashion brand has also been exposed to the quality of clothes, and a professional evaluation blogger once commented that the clothes are full of threads, bent threads, and the cost is only 60 yuan at most. "An insincere and unqualified leek cutting dress" is the evaluation given by the blogger. But this coat, which has been approved by a large number of people, is priced at nearly 1500 yuan.
As soon as this video was fermented, Lu Han directly posted a dynamic on the Internet, "Keyboard man, I envy you, it's really powerful", which attracted ridicule and criticism from netizens.
Celebrities making trendy cards have only become popular in recent years, and even Wang Hedi, who has just become popular in 2022, can't help but get a piece of the pie.
His brand price is very high, a sweatshirt sells for 796 yuan, a hat sells for 366 yuan, whether it is material or design, it is no different from a sweatshirt with a hundred treasures.
Here Wang Hedi advocates rational consumption by fans, and there is a lottery and a limited sale, and the final result is that the first round of sales is less than 500 orders, and many fans have lost their fans.
In fact, the originator of the trend of star fashion brands is Edison Chen. But now the brand he founded has ushered in a wave of closures, including stores such as Sanlitun in Beijing and Taikoo Li in Chengdu.
It can be seen that the star tide brand is not easy to do, and the rollover rate is very high. The mismatch between the quality of clothes and the high premium is the key reason for the overturning of the star trendy brand.
In contrast, European and American celebrities prefer to be beauty brands. For them, the cost and risk of running a beauty business is smaller, and they only need to take a photo or video to use their influence to promote the brand and save a lot of advertising costs.
Personal brand beauty prices are close to the people, as long as the quality is passable, the vast majority of people can afford it, and after accumulating word of mouth, a virtuous circle can be formed.
But domestic star fashion brands not only poor quality of clothes and shoes, serious premium, a sense of design is almost equal to nothing, purely relying on fan filters to circle a wave of leeks, passers-by do not buy it, after a long time, no one cares or even closes the business is not difficult to understand.
It is understandable that celebrities want to build a personal brand, but relying on the star effect alone, can only attract fans, the quality of the product and the degree of care is the key to attracting consumers, do these two points well, in order to stand firm.