Actors, as well as athletes and other celebrities, have a long history of running side businesses, and sometimes these gain even more traction than their more public careers.
But the celebrity approach to e-commerce is a little different than the way the average business person usually go about it. And there are a few things we can learn from their strategies.The celebrity approach to e-commerce is to capitalize on an existing following. This gives celebrity business people a leg-up even in saturated, competitive markets like apparel. And celebrities and influencers sure do know how to capitalize on their following.
Beloved Gen Z actress and fashionista Zendaya founded her brand as a gender and body inclusive clothing line. But Zendaya ended up on the wrong end of social media backlash when production, distribution and customer services Fenty Beauty delivered something that thousands of beauty brands before it were unable to do – provide a diverse collection of shades that match almost every skin color. The brand’s seamless positioning reached a demographic of women often overlooked in marketing. Because the beauty brand solved an age-old pain point for consumers, its immediate popularity is not surprising. What is surprising is that no one thought to do this until now.
Darwiche and co-founder Scott Brown specialize in financing and producing professional YouTube channels for celebrities and athletes. The duo previously built out a YouTube channel for Hollywood’sDwayne “The Rock” Johnson. At the time, this YouTube strategy was pioneering. But more actors and athletes are catching on. “Audiences are evolving and so are their tastes, and there’s a rising expectation in quality that goes along with that,” says Brown.
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