Why Do Star Brands Sell So Well?

It is reported that the star was founded.

Brands tend to be more individualistic.

To win the influence of stars, this poses a great threat to traditional sports brands, forcing them to design their products more fashionable.

More and more stars are starting to run their own fitness apparel brands, and some of them have done well.

Recently, Dick s, the second largest sporting goods retailer in the US market, claims that one of the best selling women's sports brands in their store is Calia, the 7 Grammy winner and the American country music singer Carrie Underwood, who founded nearly two years ago.

Like many stars in making brands,

It is also through the influence of Underwood, and then looking for a large retail channel.

According to Dick 's's interview with Fortune, Calia is now the third female sports brand in the Dick' s store, second only to Nike and Under Armour.

"We think it (Calia) is heading for the second place."

"It is different from other brands in the market," said Dick s chairman and CEO Ed Stack.

Compared to the more expensive Lululemon, the price of Calia is almost a sport. Bra sells for about 40 dollars, and a tight pants sells for 70 dollars, basically flat with Nike. At the same time, because of the image of Underwood American girl, it has great influence in the mid-range female market.

Carrie Underwood himself obviously understood some strategies: "I found a blank market.

When I buy fitness and everyday clothes, I am either high-tech or ugly.

She refers to the trend of Athleisure in recent years, especially young men and women in the United States, who want clothes that can be worn by workmen and fitness. This means that as long as those basic designs that are available, with less breathability and fabric technology, they can make a brand.

Similar celebrity attempts include actors Kate Hudson, Hilary Swank, singer Beyonce and Jessica Simpson, who sell basically all those products: Yoga Pants, pantyhose, sports bra and other sports and leisure products, both in the gym and in coffee with friends.

Beyonce's Ive Park

These stars usually sign a distribution agreement with large retailers or brands, so that they can not be completely lost in the sales channel.

Hudson is looking for a fitness clothing business Fabletics, opened a special area on it; Beyonce's Ivy Park can be bought in department stores such as the British fashion brand Topshop, and Hudson 's Bay and Nordstrom.