Celebrity merchandising is nothing new. In Trinidad celebrities are designing clothes, creating jewelry, marketing fragrances, selling rum and chocolates. For some, leveraging their brand to push their products is a recent development.
Others are well on their way to creating a merchandising empire. Given the growth of this trend, it seems that merchandising is a viable option for celebrities to diversify their earning potential.
Former world hurdling champion Jehue Gordon recently launched his fragrance, Ambition; soca star Machel Montano does clothing, rum, chocolates and the M-Store (located at the duty free section of the Piarco International Airport); hip hop artiste Mark Hardy has a clothing line called Addicted to Progress.
All seem to be enjoying relative success in a market that is relatively small and that also has previously exhibited nonchalance towards spending solely on celebrity status.
So far, Jehue Gordon said that his fragrance has received a lot of support and based on the feedback, a female fragrance could be in the works.
“The support has been tremendous, people just need to keep supporting it.
“In Trinidad you can get it at Bang Bang, 212 Location, Blaanix and Dufry. In Tobago it’s available at Waterfront Pharmacy and Bella Cosmetics. The reaction from the public has made us even consider launching a female fragrance. However our major focus will be to continue building this brand before we branch off to something else,” said Gordon.
According to Dennis Ramdeen, of Pepper Advertising, the success of celebrity merchandising is dependent on scale and people’s willingness to actually pay money for the stuff.
“We just don’t have the scale. We have a population of 1.5 million and when you keep discounting demographics you have dwindling numbers. The culture of saving memorabilia is not something that we widely do. We are fair weather fans, the cruel name is band wagonist,” the marketing specialist said.
“Having lived in Canada I’ve seen far more passion from loyal, fanatical fans who will purchase a losing team’s jersey. Manchester United has a larger following outside of England so they have the world to draw on. The whole notion of paying for merchandise in Trinidad is a very tough sell. Our culture expects to get something free. Very few people have managed to cross that hurdle. So the local market is very tough to survive in.”
Rapper Mark Hardy of the recently-launched Addicted To Progress clothing company said that they have the marketing of their brand under control. Since its launch, the clothing line has enjoyed much success as people have naturally gravitated to its overall message.
“You have to think about what people want and what they can relate to. They don’t buy it because of just a name.
“They buy it based upon what it stands for. It’s an all-inclusive brand. It helps to bring a cool aspect to the brand. Our sell is a combination of being relatable and inspirational. The clothes are actually nice too, it’s street wear. The shirts carry motivational messages. The brand was created not around our name but a movement,” said Hardy.
However, like Ramdeen, Hardy has noticed that Trinidadians have a reluctant approach towards purchasing celebrity-backed items in comparison to people from other countries.
“People in Trinidad are not as fanatical as in North America to buy merchandise, but there is a local support movement now. And because of social media, a lot of people have begun supporting local brands. We are a smaller market, but we are seeing progress in terms of supporting local merchandise. Before we were more influenced by Jamaican and American artistes, but that has changed now with people preferring to buy local. That has a part a to play in the mix and as of now, based upon our sales, I’ve definitely seen a shift,” said Hardy.
Ramdeen also drew reference to the marketability of brands like steelband sides Trinidad All Stars and Exodus. Both have managed to leverage their popularity into various forms of merchandise.
However, as he mentioned before, scale plays an important part in making these items profitable and sustainable.
So, while huge profits don’t necessarily happen from these ventures, the trade-up is increased visibility for the brand. He also believes that Machel Montano is definitely leading the way when it comes merchandising.
“Machel Montano has done the best job so far I think, because he is following the model of other international artistes who have diversified their brand beyond their singing or acting.
“Entertainers nowadays are not putting all their eggs in one basket, they have leveraged their brand in other areas and this can be seen with Machel’s rum, his connection to a chocolate brand and his store at the airport.”
“All Stars and Exodus have managed to sell merchandise and what they have in common is that they’ve both treated their bands as brands.
“They have such heritage that they have managed to develop a cross-generational following. But still, in the grand scheme of things, the amount that will be sold will be miniscule—but it gets their brand out there. So people are paying to help perpetuate the brand,” said Ramdeen.
When asked how he would go about marketing a celebrity brand, Ramdeen had this to say:
“Two things immediately come to mind, caution; and really listen and put my ears to the ground to see who they have the strongest connection to. Within the likes and loves, we have to find the heavy user and tap into that, and see what they are prepared to pay for. I would treat the production of the merchandise as a way to get the brand message out. I would be mindful of what product best represents them.”
NYERERE HAYNES
