How Eva Mendes ‘Saved' New York & Co
2 monthes ago - By WWD
Many retail brands view celebrity associations as a silver bullet - in good economic times and bad - and there's been an increased air of desperation to the deal-making as the retail world continues to experience unprecedented changes and challenges. But only the authentic relationships thrive, and companies could take a lesson from New York & Co. when it comes to signing an actress to design a collection.
When the vertical retailer signed Eva Mendes five years ago, the company was established yet not exactly dynamic. “People liked it, but they didn't love it, and she brought the emotional...
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