Celebrity influence on consumer behavior is a well-documented phenomenon. From Cary Grant impacting men’s fashion to the present day, stars shape trends. The baby product market is no exception, experiencing a surge in celebrity baby watching, amplified by media coverage of celebrity parents like Britney Spears, Katie Holmes, and others. Consumers are increasingly interested in the baby products favored by celebrities. This trend is fueled by popular blogs and mainstream media outlets alike.
A prime example of television impacting consumer tastes is the ABC hit ‘Desperate Housewives.’ When the character Gabi, played by Eva Longoria, brought home an adopted baby wrapped in a pink Little Giraffe blanket, baby boutiques experienced a surge in demand for the blanket. Despite Gabi’s brief stint as a mother, the blanket’s appearance on the show sparked widespread interest.
The pink blanket’s popularity has greatly benefitted Little Giraffe. According to Jennifer Zankan, Little Giraffe’s publicist, their signature blanket has become a ‘Hollywood’s hottest baby product,’ with celebrities like Tom Cruise and Katie Holmes requesting them.
This trend extends beyond Hollywood, influencing consumer choices on Main Street. Cundy Bryson, owner of an Atlanta-based baby boutique, noted a significant increase in Little Giraffe blanket sales, attributing it to the ‘Desperate Housewives’ effect. While previous celebrity endorsements by stars like Angelina Jolie and Katie Holmes had boosted sales, the television appearance had the most substantial impact.
Retailers in the baby product market should pay attention to Hollywood trends. In today’s celebrity-focused culture, celebrity choices often influence public demand. With Little Giraffe blankets being featured in publications like People Magazine, this trend is expected to continue, so baby boutiques must prepare for increased demand.