Look Book

42 www.thejewelrybook.com L U X U R Y B R A N D G R O U P P E R S P E C T I V E Let's face it, today, we live in a celeb- rity-centric world. We love watching our favorite celebrities do what they do best: act in our favorite fi lms, perform our favorite songs, and grace the covers of our favorite magazines. With each celebrity sighting, whether it be candid shots of them on vacation, television interviews, or appearances on the red carpet, their ensembles are meticulously planned from head-to-toe by their glam-squads (stylists). Celebrities from fi lm and television, pop star singing sensations, and even athletes all have the potential to serve as an infl uential force for style and trends, thus impact- ing consumer-purchasing behaviors. Now, the question arises: As a business, how does one utilize the power of celeb- rity and build a connection with one's customer to increase brand awareness, and ultimately, sales? The answer is simple (sort of ) - Get celeb- rities to wear your product! Hiring a dedicated individual or public relations agency with strong and infl u- ential connections within the stylist and entertainment world is essential in ac- complishing placements on today's sought after celebrities. There are private public relations showrooms in Los Angeles and New York which are dedicated to work- ing with celebrities, stylists and press on product placement opportunities. These specialized showrooms allow the style and wardrobe professionals to preview designer collections, and borrow pieces for their celebrity clients. For companies that desire to increase over- all brand awareness, having celebrities wear their product is an important marketing tool in accomplishing this goal. When a celebrity wears your product, it can then be publicized to other media to generate buzz. In the present climate, it isn't enough to have a celebrity wear your product; additional steps must be taken to ensure the word gets out to the media and poten- tial customers. Features within the enter- tainment media publications, fashion news sites, trade media, and of course, social media are the best ways to "PR the PR". While we've noticed an increase in the general understanding of the importance of public relations among brands, there are still some barricades in terms of compre- hending the full scope of what it takes to obtain the contacts of sought-after stylists and the way in which to really build these relationships. Our team (Luxury Brand Group) in Hollywood's product place- ment showroom works full-time pitching, attending entertainment/fashion events, shaking hands with and stalking stylists (okay – very harmless stalking), to truly foster and maintain strong relationships with high-caliber trend-setters that dress Hollywood's A-listers. Product placement is an invaluable selling tool. Celebrities hold incredible weight on the perception of fashion and what's "on trend". The latest trend today can, and often will be, due to a celebrity's fashion choice: from Audrey Hepburn's LBD (Little Black Dress), to Kate Moss's skinny jeans, to even Rihanna's hairstyle. The choker necklace of the 90s can have a grand leap into today's latest craze – and it has! As there is no denying the power of an A-list star, placing your product on these key infl uencers will only add credibility to your brand. Now, it's time to let the public know about your brand and your successes by way of the people we admire most – Hollywood's elite! About Luxury Brand Group Established in 2004, Luxury Brand Group (LBG) is a full service brand communica- tions agency with offi ces in Hollywood and Orange County, California and New York City. LBG offers a variety of services, includ- ing but not limited to, brand development, public relations, showroom services, product placement, celebrity relations, digital mar- keting, social media, trade relations, trade show management, marketing and media planning/buying. Lights. Camera. Placement. BY ANTHONY MAGANI SHOWROOM DIRECTOR, LUXURY BRAND GROUP BY ANTHONY MAGANI SHOWROOM DIRECTOR, LUXURY BRAND GROUP

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