Rihanna took her popular song literally and is about to sell her self-titled umbrella collection the second time. In collaboration with Totes, Rihanna is due to launch her Spring 2008 "Rihanna Umbrellas" this fashion week in New York.
According to wwd.com, the wind-proof umbrella collection will be sold exclusively at Macy's this spring ranging from $20-$50.
Implications - Musicians are always looking to expand their retail offerings through clothing lines and other branded opportunities, and the smash success of the song "Umbrella" by Rihanna provided the pop star with a perfect option for cross-branding. These profitable, personalized umbrellas let Rihanna's fans own a visual reminder of her hit song; the design is also quite useful during inclement weather.
What's Driving This Trend
- Celebrity Fashion Collaborations
- The collaboration between Rihanna and Totes for the Rihanna Umbrellas collection highlights the trend of musicians expanding their retail offerings through branded opportunities.
- Personalized Merchandise
- The personalized umbrellas from Rihanna's collection allow fans to own a visual reminder of her hit song, leading to an increased demand for personalized merchandise.
- Fashion Week Exclusives
- The exclusive launch of Rihanna Umbrellas during Fashion Week in New York demonstrates the trend of creating limited edition products for special events.
Who This Affects Most
- Fashion Retail
- The collaboration between Rihanna and Totes for the Rihanna Umbrellas collection creates an opportunity for fashion retailers to capitalize on the popularity of celebrity collaborations.
- Music Merchandise
- The success of Rihanna's personalized umbrellas opens up opportunities for the music merchandise industry to expand their product offerings to include unique and personalized items.
- Event Merchandise
- The launch of limited edition Rihanna Umbrellas exclusively during Fashion Week highlights the potential for event merchandise to become a significant revenue stream for industries related to special events.
