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No. 0302
Published
Why more celebrity-led brands are shutting down
Why it matters
A run of celebrity and creator-backed consumer brands is closing, among them Lionel Messi's Mas+ and Alex Cooper's Unwell drinks line. Digiday reads the pattern as a gap between mass market demand and the creator-led economy: a large audience converts attention into a first trial, not into a repeat purchase. The reach was genuine, the retail business was not. It is the sharpest public evidence to date that follower count does not translate into commercial outcome.
The source
Digiday
Why more celebrity-led brands are shutting down
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