The celebrity-backed brand isn’t dying…it’s evolving. In fact, Leonard Brody, Co-founder and Executive Chairman of Caravan, believes that these brands carry substantial weight and increasingly resonate with consumers thanks to the power of social media.
Leonard would know. Caravan plays a secret role in building these brands behind the scenes, elevating the role of celebs like Carrie Underwood and “Queer Eye’s” Antoni Porowski and Jonathan Van Ness. During this Retail Remix episode, Alicia Esposito chats with Leonard about:
- Why pet and health/wellness are big categories driving growth for celebrity-backed brands;
- The power of customer data and product strategy in developing a relevant celebrity partnership; and
- How Caravan builds consumer brands in partnership with celebrities/athletes by focusing on products that have a scientific or technical advantage.