January 13, 2005

Going Once, Going Twice...Married!

Will Donald Trump be the new Star Jones? No, he's not marrying someone of ambiguous sexuality, but he is open to having just about every detail of his wedding sponsored or donated by companies looking to score a little free publicity in the pages of InStyle and People or on Access Hollywood.

Today's New York Times has the inside scoop on celebrity weddings and the lucrative sponsorship deals brokered between soon-to-be newlyweds and service providers. Among the sponsors of recent weddings: Juicy Couture, which provided "complimentary personalized sweatpants" for Britney Spears's wedding party and Graf, who gave Mr. Trump a $1.5 million ring for half price. (Doesn't the Donald know he could have received the same deal on 47th Street?)

The most curious sponsorship mentioned in the article is, it probably goes without saying, related to Star Jones's wedding. Here's what the Times has to say:

In at least one case the benefit was negligible. Encore Studios, of Clifton, N.J., designed invitations free for Ms. Jones and received a plug on [The View] in September, but the company has observed no noticeable bounce in business.

I don't have an MBA, but let me offer my hypothesis as to why Encore Studios hasn't benefitted from associating itself with Star.

If I pick up a copy of InStyle and see a picture of Kevin Federline wearing, let's say, Diesel jeans at his bachelor party and I'm the type of person who looks to celebrities for fashion tips, I can walk into any department store or mall and find a pair of Diesel jeans. If a lot of people act as I do, Diesel and the stores that sell Diesel see an uptick in sales. But if I am watching The View and hear Star going on and on about her wedding invitations, I can go to any printer and ask to have mine done in the style of Ms. Jones's. I don't need to order them directly from Encore Studios. Most people don't place a value on the brand of wedding invitations - quick, name one wedding invitation stationery company - but rather care more about the type of paper, lettering and other style-based qualities that can be copied by just about any printer.

It just goes to show you how crass those who seek to profit from their wedding can be.

Posted by Doug at January 13, 2005 10:48 AM

Well said.

These days, anybody with a PC, the right software, and an ounce of design capability, can produce their own wedding stationary.

Posted by: Sulizano at January 17, 2005 11:19 PM