Stephen Colbert launches his own ‘personal curateable’ lifestyle #brand
If you thought Stephen Colbert’s childhood dream was to become a late night talk show, you’re wrong. Rather, it was becoming a fully fledged #brand and he achieved that by announcing the launch of his lifestyle line, Covetton House.
On Thursday’s Late Show with Stephen Colbert, the host amusingly skewered the obnoxious recent trend of celebrities creating lifestyle companies filled with overpriced items. One of the worst offenders, of many, Colbert points to is Reese Witherspoon’s ‘Draper James’ charging $85 for a set of four linen napkins.
Witherspoon isn’t alone, with Blake Lively and Gwyneth Paltrow also running their own equally ridiculously titled companies, too. “With all these lifestyle brands, you finally get to know your favorite celebs from the comfort of their own homepages,” he says.
Celebrities’ e-commerce stores have mostly been a bust. Figures are rarely available for these companies, although there were reports last year that Paltrow’s Goop is about $1.6 million in debt.
Mimicking these other great entrepreneurs of our time, Colbert launched his own “personal curateable lifestyle brand.” The brand’s identity blends “classic Southern living, the breezy charm of the English countryside and whatever they had leftover at the prop warehouse.”
One of the items on sale at Covetton House, whose motto is “Want,” is a set of “beautifully hand touched suede coasters” for $175. “They’re an elegant way to say to guests ‘don’t get these wet,” he says.
Do pay attention to how elegantly the corduroy-clad Colbert sprawls himself out on a sofa in the clip below.
More in Marketing
Hyve Group buys the Possible conference, and will add a meeting element to it in the future
Hyve Group, which owns such events as ShopTalk and FinTech Meetup, has agreed to purchase Beyond Ordinary Events, the organizing body behind Possible.
Agencies and marketers point to TikTok in the running to win ‘first real social Olympics’
The video platform is a crucial part of paid social plans this summer, say advertisers and agency execs.
Where Kamala Harris and Donald Trump stand on big tech issues
The next U.S. president is going to have a tough job of reining in social media companies’ dominance and power enough to satisfy lawmakers and users, while still encouraging free speech, privacy and innovation.