By  on September 14, 2018

Many retail brands view celebrity associations as a silver bullet — in good economic times and bad — and there’s been an increased air of desperation to the deal-making as the retail world continues to experience unprecedented changes and challenges. But only the authentic relationships thrive, and companies could take a lesson from New York & Co. when it comes to signing an actress to design a collection.

When the vertical retailer signed Eva Mendes five years ago, the company was established, yet not exactly dynamic. “People liked it, but they didn’t love it, and she brought the emotional piece,” said chief executive officer Greg Scott. “I say in every investor meeting that Eva saved New York & Co. because she was the first talent that said, ‘OK I’m going to take a shot at it.’ She brought her heart and soul to the brand.”

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