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.
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