Apologies it took me a few days longer than expected. I've been busy working on my resume. Anyway let's get to it:
When/Where do you think the 'explosion' of celebrity culture we are currently experiencing began?
I'm only 25 so I can really only remember back to the early/mid nineties, but I recall around the late nineties/early 2000s there seemed to be a lot of celebrity lines - Jenifer Lopez (aka JLo), Diddy who I think was going by P. Diddy around that time, Gwen Stefani. Martha Stewart, 50 Cent, and a few others later joined and made more holistic lifestyle brands.
Who capitalised on their 'status' initially, to spark the 'lifestyle brand' trend?
I believe a lot, as in probably all, celebrities capitalized on their influence to create lines. I think having that marketing vehicle and connection to a large audience made them attractive choices for designers, etc looking for either an investor or namesake.
Which celebrities do you believe have been successful/unsuccessful in their ventures?
I think Gwyneth Paltrow is doing well, lest we forget though the Martha Stewarts that came before her.
Do you think the typical 'celebrity endorsement' type ad's we see day to day have become tiresome to consumers? Would they prefer to buy into a 'celebrity brand' they believe in?
For me, I am tired of them by and large because there are so many. I was a little turned off to them in their infancy when celebrities were doing just fashion or fragrances because I know they may have all had desires to diversify into fashion and related industries, but I'm more than certain at least half of them had no artistic, production, or style abilities. However, brands like L.A.M.B. particularly interested me because Gwen Stefani communicated that she partakes in the creative process and comes to meetings with designs in mind. I don't want to support a spokesperson that purports to be a designer.
This leads me into the second part of the question, personally I would (and do) buy into celebrity brands I believe in if the product can stand on its own and I don't dislike the celebrity. For example, I'm not a fan of Diddy, therefore I didn't buy any of his clothes. Some years later his style expanded to include more than just the urban market and I liked the direction it went it, but I still didn't buy because of my personal disdain for the man...but I'd be the first to admit I liked the aesthetic.
Now, on a large scale I think celebrities are in a precarious situation because they have to feed the beast if you will. They must constantly remain relevant, which keeps people interested in them, yet can lead to customer fatigue because they are everywhere. Not to mention their indiscretions will effect their business. (Paula Dean anyone?)
Has the celebrities interaction with media (through twitter, or with television shows) had any impact on their success? Or their relationship with consumers?
I think this answer kind of ties in with my previous answer. If managed properly it can work well, however the opportunity for failure is massive. Should the celebrity misspeak or misrepresent something they lose legitimacy. I cannot think of any specific examples off the top of my head, but I'm sure this happened.
Do you feel some celebrities are merely milking their fame, and still just signing their name to products, as opposed to giving it their all - designing garments, choosing fabrics, approving samples etc.
^ In response to above, who do you feel is being genuine, or false?
Oh of course! I believe the Martha Stewart types are good at what they do and live a certain lifestyle, but ultimately they are creative directors if you will. I think because their empire is so vast there is no way for them to humanly partake in every aspect as if it were a small venture. I may be wrong, but I would think people like that have teams working for them or do licenses a lot, but ultimately everything gets their approval.
Apologies it took me a few days longer than expected and for the lack of specific examples, I do hope I was able to help even just a little though.