Selena Gomez: What Makes Priceless Singer Land $10 million Deal As New Face Of Coach [VIDEO]
So Selena Gomez is the new multi-platinum recording artist who is now poised to become the face of Coach.
She is reportedly banking on her 105 million Instagram followers to catapult her to success. She looks forward to remaking a legacy New York-based accessories company for millennials.
Selena Gomez is the "photo-sharing network's most followed personality." She recently signed a deal with Coach Inc to project the brand, according to Market Watch.
"Being able to create is my favourite thing in the whole world," she wrote in Instagram. "I'm so excited to be a part of the vision and family @coach AND I get the honour to design with @stuartvevers."
The two do seem to make odd bedfellows. Selena Gomez is the 24-year-old UNICEF goodwill ambassador and a Disney child star. On the other hand, Coach is a 75-year-old bag brand that started as a Midtown Manhattan leather goods manufacturer.
Moreover, Selena Gomez earlier headed the Kmart campaigns. Coach, on the other hand, is reducing heavy discounting and focusing on the upscale 1941 product line.
Still, everyone notes that "The two have a [similar] career trajectory," says Luke Watson, a branding expert and director at Roker Labs. He explains that Coach is trying to shoot up its profit margins as well as its upscale lifestyle brand.
This is parallel to Selena Gomez moving up from being a child star, and spearheading an ad campaign for Louis Vuitton, as well as "hip labels like Monse." Watson confirms that Gomez has risen and gained acceptance by the high-end fashion crowd, confirms Watson.
"Choices are limited when looking for celebrities reflective of our American values but also with a wide and global following," he said. "She's very authentic and has a tremendous amount of approachability. Her image is very modern and youthful."
The Coach chief executive Victor Luis confirmed that Selena Gomez was selected as being the "best of American pop culture" even as she is of international relevance.
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