Celebrity product lines are appearing more frequently and becoming increasingly popular. Purchasing products from these lines gives consumers the feeling of association with a desired group and/or image and makes them feel connected to their favorite celebrities. A celebrity associated product can satisfy higher level needs like belongingness and self-esteem.
Celebrities have been endorsing products for decades, but today's celebrity product lines are different in that they are developed specifically for (and targeted at) the particular celebrity's largest audience and fan base. For example, Miley Cyrus teamed up with Walmart to create a clothing and accessories like targeted at pre-teen and teenage girls, which is the audience Cyrus reaches with her music.
Celebrity product lines are an excellent example of new era marketing; they are targeted at a very specific market segment and they sell an image and a lifestyle to consumers.
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