Miley Cyrus Goes Private Brand.


As the father of two little girls who are huge Disney fans, Miley Cyrus/Hannah Montana seems to always be buzzing around our home. In fact we have tickets to take the girls to see her in concert in a few months. Which makes the recent launch by Walmart of the exclusive Miley Cyrus/Max Azria collection all the more intriguing.  For those of you unfamiliar with French fashion designer Max Azria he has created critically acclaimed fashion collections, a loyal following of Hollywood’s top celebrities, and a strong worldwide presence, he is the, Designer & CEO of BCBGMAXAZRIAGROUP and has evolved into one of the hottest names in the fashion industry.

To which I scratch my head and wonder if such an unusual pairing means anything to the Walmart shopper. As Private Brands go this exclusive brand is certainly intriguing, Miley Cyrus is clearly following in the footsteps the Olsen Twins, but Max Azria seems to be an uncomfortable if not inappropriate pairing. Miley clearly is takng advantage of her 15 minutes of fame, however Max runns the real danger of destroying a brand he has worked so hard to build for short term gain.

It all leaves me wondering will  Walmart shoppers care and will Walmart shoppers pay the premium associated with this license?

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.