Many celebrity brands begin in the e-commerce space. Only to find out that direct-to-consumer retailers are turning to brick-and-mortar to provide multiple touchpoints and create a seamless shopping experience for consumers today. According to JLL data, major store brands that are connected to celebrity names account for more than 300,000 square feet of retail space nationally. Malls have become the biggest proponent for celebrity brands, creating new opportunity to expand their reach and provide personalized experiences.
After realizing the limits and frictions of selling online and through social media, celebrity brands are racing to return to traditional retail avenues. Kim Kardashian’s apparel company, Skims, is one of the main celebrity companies spearheading this transition. The company has integrated their products throughout various Nordstrom department stores and opened a pop-up shop in Rockefeller Center. Similar to this, Rihanna’s Savage x Fenty lingerie brand signed a 10-year lease for a three-story building in Park Slope.
The beauty sector is another prime example where celebrity brands reign the land. Prestige beauty sales hit $6.6 billion in the first quarter, with Kylie Cosmetics and Fenty Beauty leading the pack.
Celebrity brands aren’t the only ones taking advantage of retail real estate. Across the country, available space is at an 18-year low as retail redefines brick-and-mortar.
Source: Celebrity Brick-and-Mortar – The Real Deal
Photo Credit: Skims – Timeout
