The advent of flash sales sites – like the industry defining Gilt.com – offer a way for celebrities to show their style. Sean Avery has been trying to pave his way into the fashion industry for years. Avery even interned for Men's Vogue in 2008. Sean's latest foray into fashion is his relationship with Gilt.com where he "curates" a collection for suitable styles for work. He was also the subject of an article written for Gilt.com's blog. Now, a whole host of comparable websites are popping up and claiming "celebrity" as their point of difference and unique selling position.
OpenSky.com is a new website that lets you follow "Celebrity Curators." Once you follow a celebrity, you'll then get offers directly from the likes of Alicia Silverstone, Tom Colicchio and more! Fab.com is using Demi Moore for Twitter and Facebook posts to promote sales.
I give props to Gilt.com. They've created a believable platform for celebrity involvement and endorsement. As you get further away from Gilt, the authenticity of these relationships really lesson. Where OpenSky is essentially licensing the right to use the celebrities name, Fab.com is using Demi more like a media outlet.
Are celebrities becoming a commodity? A necessity to get noticed in a crowded on-line and social marketplace?