Consumers name celeb branded must buys

Jamie Oliver, George Foreman and Stella McCartney top the list of celebrity-endorsed products purchased by Brits.
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According to a survey carried out by Brand Licensing Europe, 83 per cent of adults confess to buying one or more celebrity-branded products. Loyd Grossman and Kate Moss make up the rest of the top five, with 37 per cent of respondents saying their first celebrity purchase was the Lean Mean Fat-Reducing Grilling Machine (which was introduced to the market in 1995).

Since then, housewares have stayed top of the celebrity merchandise chart – with 53 per cent of respondents being happy to by them over own-brand goods. 40 per cent would buy celebrity food, 38 per cent perfume, 34 per cent clothing and 32 per cent sporting goods.

Within the perfume sector, 27 per cent of respondents claimed they would most like to receive Sarah Jessica Parker’s perfume for Christmas, closely followed by Kate Moss (20 per cent), Gwen Stefani (15 per cent), Intimately Beckham and Kylie (both 11 per cent).

However, it was bad news for Jade Goody, Jordan and Britney Spears. Some 72 per cent of adults stated they wouldn’t be seen dead wearing or buying anything with Jade Goody’s name on it, while 31 per cent also believe her products represent the worst quality goods on the market, followed by Jordan and Britney, who had 12 per cent each.

“Our survey has shown that celebrity products are not a flash in the Jamie Oliver non-stick frying pan,” claimed Brand Licensing Europe event director Jessica Blue. “Sales are up year-on-year and consumers are keener than ever to buy into a particular celebrity’s lifestyle.

“However, it’s worth noting that consumers are also getting sharper, more sophisticated and more demanding, and if the market is to continue to strength and grow, celebrities need to be clear that they cannot trade on their name alone. Their products must be high quality, good value and different.”

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