How retailers can turn celebrity obsession into sales

Retail loves a Hollywood moment. Nobody knows this better than William Keck, author of the memoir "When You Step Upon A Star." Keck has spent over 30 years interviewing Hollywood stars as a journalist, writer and Emmy-nominated television producer. In addition to long tenures as a staff reporter and columnist for The National Enquirer, TV Guide and USA Today, he oversaw the celebrity segments as senior talent producer for Hallmark Channel's Home & Family, for which he received an Emmy nomination.

Here, he discusses the root of our fascination with the famous and how retailers can seize the moment, especially during awards season.

—Interview by Marcy Medina, edited by Bianca Prieto

Why do you think Americans today are so entranced with celebrity culture?  

The fascination with celebrities is nothing new, but it has reached a disturbing level of insanity. I believe this has to do in part with so many of us being transfixed by our devices and struggling financially. Rather than getting out of the house to pursue our own adventures, more and more of us are living vicariously through the privileged. If we can't be celebrities ourselves, enjoying their globe-trotting getaways and high-profile romantic trysts, we can at least look like them by carrying their same designer handbags or sipping their preferred bourbon.  

In what ways do you see celebrities influencing what people buy?

Almost every TV lifestyle, daytime talk or morning news show now features segments allowing viewers opportunities to purchase the hottest skin care products or neck massagers favored by celebrities. When I was a producer for Hallmark Channel's Home & Family, every Friday we ran a “Hollywood Steals and Deals” segment. Today, every celebrity worth their weight in gold has product placement deals requiring them to mention or be photographed with their assigned products. We would often be contacted by publicists offering us their better clients with the stipulation that they must mention a certain brand on air. Sometimes we agreed, other times we declined.

How are retailers catering to this celeb obsession?

More and more of the fashion billboards I see when driving down Sunset Boulevard feature celebrities—rather than professional models—promoting brands. If smoking were still in fashion today, the Marlboro Man would be Glen Powell and Coppertone would be paying Sydney Sweeney to have her swimsuit pulled down by a Cocker Spaniel.    

What opportunities do you see for retailers during awards season?  

Just look at the number of pages the remaining celebrity magazines devote to “Where to Get That A-List Look,” complete with prices and e-commerce links. Affiliate content has become a huge revenue stream for publishers and you can get in on the action too. Stay on top of which items celebrities favor and call those out in your store if you sell the same or similar things. Follow them on social media and tag them in your own posts when appropriate. Seeding product or gifting requires a budget, but if it’s something they already like, it can work. As far as the timeliness of awards season, now leading up to the March 15 Academy Awards is when you want to capitalize on any synergies—as well as the halo effect that comes from the night’s best red carpet looks and the attention lavished on the award-winners. But these tactics can work year-round, because Hollywood never sleeps.

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The SKUpe is curated and written by Marcy Medina and edited by Bianca Prieto.