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Celebritiy Endorsement When Does It Pay

Fashion Inc.

by Lauren Goldstein Crowe
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Nov 29 2007 12:00am EDT

Celebritiy Endorsement, When Does It Pay?

There's a video interview between Suzy Menkes and Donatella Versace up on the IHT luxury site. Aside from noticing that Suzy seems to hate being on camera as much as I do, I thought it was interesting to hear Donatella admit that having her clothes on celebrities almost never results in direct sales. It's more about public perception, she said. In fact, Versace hasn't seen direct sales as a result of a celebrity since 2000 when Jennifer Lopez wore a Versace jungle print dress. And even then, it wasn't the dress that went flying out of doors, it was blouses and other things with the same print. The dress in question ended its life on eBay, where it sold in 2005 for $3,250 as part of the Seventh on Sale fund raiser. □

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