mercredi 22 mai 2019
ACCUEIL / L’actu / MARKETING : As Meghan Markle’s star rises, can Reitmans take advantage of a halo effect?
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MARKETING : As Meghan Markle’s star rises, can Reitmans take advantage of a halo effect?

Source : theglobeandmail.com

When a company is forced to re-evaluate the value of a celebrity marketing deal, it is usually because scandal has reared its head. Tiger Woods’ marital infidelities, Lance Armstrong’s doping, and Ryan Lochte’s Pinocchio moment all had real-life consequences for their endorsements. Canadian retailer Reitmans (Canada) Ltd. is facing a rarer case: having a celebrity on its hands whose star power has abruptly soared.

The chain of women’s clothing stores launched its latest collection under actress Meghan Markle’s name on Nov. 3, just days after reports began circulating that the 35-year-old, known for her role on the TV drama Suits, is dating Prince Harry.

Reitmans has been working with Ms. Markle since last year, when it named her a “brand ambassador.” In an effort to breathe some life into a tired brand, she has starred in corny commercials in which average women fall over themselves to find out where her outfits are from, until she informs them: “Ladies, it’s Reitmans. Really.”

In April, Ms. Markle deepened her involvement, launching a collection of four dresses with her design input, under the brand Meghan Markle x Reitmans. The latest collaboration focuses on “work wear.”

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