For decades it has been very common for brands, whether large or small, to seek to associate their image with that of a celebrity or public figure of the moment. In this way, companies take advantage of the fame and influence of these personalities to create a better presence for their products.
This situation has evolved along with the digitization process of recent years, which gathers millionaire audiences in , from which they carry out campaigns for brands of all kinds. However, this is not the only change that the growing proliferation of e-commerce has brought to the relationship between celebrities and online stores.
Own stores, a new trend among celebrities
In recent years we have seen how celebrities have begun to choose to market their own image, diversifying beyond cinema, music, sports or whatever sector they represent, within the world of electronic commerce. Let’s see some of the cases, both Spanish and international, that have decided to invest their image and wealth in an eCommerce. These are the online stores of the famous:
C. Tangana and its LateCheckout
Let’s start with one of the most recent examples, C. Tangana’s clothing store. Antón Álvarez Alfaro, as this rapper is called, has recently launched his eCommerce, in which customers can buy the garments of its first fashion collection, The Bellboy: Chapter 1.
For your store promotion, CTangana has created an Instagram account with an interesting advertising proposal that shows, as a storytelling, a bell boy (bell boy, in English) using different products of the brand. Even so, what has most attracted the attention of the Madrid rapper’s proposal has been the prices of your products, ranging from €90 for a silk scarf with a button motif (the cheapest item in the collection) to €490 for a t-shirt.
The pochilas by Pocholo
José María Martínez-Bordiú y Bassó or, as he is commonly known among the pink press, Pocholo Martínez-Bordiú, is a peculiar character on the Spanish media scene, known mainly for his eccentricity and his particular appearances in the press and television, as well as for his family ties, which relate him to Franco and also make him the XVII Baron de Gotor. A very curious person, due to the role he played in Scoobic, a technology company for the distribution of goods in the city.
In your online store, , It mainly offers different types of backpacks, or pochilas, as it calls them. These are made in Spain completely in leather, in addition to bags it also has fanny packs and bags for dogs. Its prices vary between €194 euros for its Formentera model, and €75 for the fanny pack.
Another product that is for sale on his website is his Étnica Ibiza sculptures, that reach 5,000 euros and they go hand in hand with his eccentricity. They, as explained on the website, represent the spirit of modern Ibiza along with its history and culture.
CR7 jumps from the courts to fashion
Cristiano Ronaldo has been, without a doubt, one of the most important figures on the football scene in recent years, especially for Madrid fans. Fame that he has used as a base to create his own clothing brand, which he has divided into two online stores, Y .
In the shoe store we can find a wide variety of models, from different types of sandals starting at €38 given their special offers. Even suede boots with a maximum cost of €111.93, in addition to various accessories such as wallets, bags and belts that range between 17 and 41 euros.
On the other hand, his clothing store has various models of underwear, shirts, pants, overalls and jackets that range between 16 and 400 euros. The lowest prices can be found among underwear and some other items of clothing, while the highest are for jackets and hoodies.
Bodega Iniesta, a hobby turned into business
We continue hand in hand with the athletes now with Andrés Iniesta, a former FC Barcelona player who decided to turn his family’s wine tradition into a company. Under this idea was born a store where you can market and make your products known to the world.
In this store you can find different wines such as Macabeo, Chardonnay or Sauvignon blanc, in a wide variety of presentations, since they are available in their XXL version with 1.5lt bottles, as well as special edition cases, boxes and bottles. individual. Accessories for enjoying the wines are also for sale, as well as bottles of extra virgin olive oil.
Prices for individual bottles range between €5 and €19, with their extra-large versions hovering between €15 and €18 per bottle. Likewise, in the cases section there are suitcases with a full tasting of the winery’s wines for a cost of €47, as well as special promotions with XXL bottles and additional chocolates for an estimated €15.
Bertin Osborne Selection
Bertin Osborne’s store was born, according to what he expresses on the web, from his passion for Spanish food, family and the desire to share the best products. In this way you create the BOS, which we can see as a catalog of specialized delicatessen.
Among the products that make up this selection we can find various Iberian cuts, cheeses, beers, gazpachos and picos. These can be purchased in different supermarkets such as El Corte Ingles, their prices start at €1.2 for the spikes.
Goop, a lifestyle brand
Now we move away a bit from the European panorama with the store of the well-known actress Gwyneth Paltrow. It is classified as a lifestyle store, which sells products to improve health and take care of appearance. Even within its extensive catalog you can find sexual wellness products, as well as jewelry, books and fashion.
This website is normally known , since they do not have appropriate medical support and their effects are not usually verifiable. As in the case of its food supplements for cognitive improvement, Nerd Alert, with a cost of $55, approximately €45.
Beyonce
Following among the American celebrities we have the store of , famous singer, songwriter and also a fashion designer. The singer uses this platform to promote her own designs, which are generally related to her different albums or the currents of female empowerment and African-American culture.
Its catalog includes phone accessories, jewelry, clothing for babies and adults, and even cloth masks for the Covd-19 crisis. Likewise, it is possible to find her discography, her posters and also portraits of herself.
Its prices range from €1 for earrings, or €8 for a themed cloth mask, to €165 for a jacket from its clothing line, keeping the bulk of its products between 30 and 60 euros, covering several of the categories that we mentioned before.
Bonus: Ayushop, the disconcerting store based on the president of the Community of Madrid
In any case, there are also online stores that, without having been created by a public figure, do use their image (with or without permission) to market all kinds of products. This is the case of this eCommerce, which uses the image of Isabel Diaz Ayuso, president of the community of Madrid. Her creators claim to be admirers of the political representative, which is why they have created the image with her brand.
Within their catalog you can find sweatshirts, polo shirts, t-shirts and even cotton bags with allusions to President Ayuso, to which they respond with: «We have created clothes for conscientious, mobilized and very chic people». Their items range from €15 for cotton bags to €33 for sweatshirts embroidered with a patch of “Ayuser”.
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