Never underestimate the fashion buzz and eye-grabbing power of a celebrity’s fashion, accessories and footwear designs.

Famous faces of films, TV and music don’t always have what it takes to design women’s strappy sandals, sundresses, casual dresses good enough for work or weekend knock-around capri pants and T-shirts. But they sure do attract attention, copycat clothes and media. These days, celebrity designer lines also come at ALL price points … not just up-market and high-priced lines.

Sarah Jessica Parker’s Bitten. Sex sells; Sex In the City sells even better to fans of the TV show (now a major film) in which Sarah Jessica Parker plays New York City fashionista and lonely hearts advisor Carrie Bradshaw. Most unexpected was the price-point and retail chain through which SJP decided to market her very own Sex In the City women’s wear style — the Bitten brand. All those puffy skirt and fitted bodice sundresses, sophisticated cut-off pants, midriff T-shirts and the shoes. Oh, those shoes! (Parker held onto her high-priced Manolos from the TV show wardrobe mistress for SIX years.) Sarah Jessica Parker negotiated in-store boutiques for her Bitten design line with Steve and Barry’s – the young and casual retail chain known for cut-rate logo T-shirts and discount priced tween, teen and 20-something clothing. All part of Parker’s ethic: On A Budget But With Style.

Rental Designer Handbags are another buzz point where art (Sex In the City film) imitates life. If you see the film, listen for Carrie Bradshaw’s on-a-budget assistant who points to her designer handbag and says, “It’s mine till Tuesday, baby.” One such rented chic site is BegBorrowOrSteal-dot-com.

Amanda Bynes Goes “dear.” Another star-powered fashion line called “dear” distributes through youth apparel, shopping mall-sited Steve and Barry’s, noted above. Amanda Bynes developed her “dear” line with lots of horizontally-striped, plunge-necked, push-up sleeve sweaters, in school bus yellows and robin’s egg blues. Bynes stays en-“dear”-ed by black, stretch leggings (the Spandex look but looser) and high, black stiletto heeled shoes.

Lohan Likes Black Leggings, Too. The Lohan line, called 6126, for reasons we cannot divine, hit stores in June 2008. Her stretchy black long leggings feature slit or zipped cuffs to fit over very high strappy heels.

The Cruz Sisters do it Shapely. Star Penelope Cruz with sister Monica built their MNG line of women’s wear for the huge Spanish chain store Mango. Think Vintage Clothing based on the vintage styles pulled from Las Hermanas Cruz wardrobe – satiny dress fabrics; stretchy jersey-like fabrics for sleeveless unitards, and a simple skimmer dress with beadwork at the scooped neckline. Oh … and black. Lotsa black.

Bubble Skirts Times Two.J-Lo, Jennifer Lopez, and Teen Vogue designer turned fashion designer in her own Lauren Conrad Collection, both feature Bubble Dresses. Whether strapless or slung over one shoulder, these celebrity bubble dresses are short hemmed, poofy and either shirred or drawn in over the hips. Jennifer Lopez features hers in “Just Sweet,” which targets a higher-priced line of women’s clothing. (The bubble silhouette doesn’t mix with weight-loss wannabes; skinnies only.)

Natalie Portman Does it With Attitude. Actress Portman is well known for her vegan and animal-lover lifestyle, from home furnishings (no rainforest mahogany or leather couches) to fashion. No surprise that Portman designed the Te Casan line, featuring very high, spindly-heeled, open-toed, cross over the toes sandals. Bright colors. Leather free. Te Casan is billed as “cruelty-free footwear.”

Everyone can relate to the seeing a movie and walking away either ready to cry or put on a cape and save the world. Those of you that are old enough to remember the movie “Rocky” with Sylvester Stallone will understand what I am talking about.

Spending money can be a real emotional experience for many people.  When shoppers buy based upon an emotional feeling they will spend more money.

Ok, for fear I am loosing some of you lets look at some examples of emotional spending:

Buying a new car - Taking that test drive…ah that new car smell, the acceleration and the fact that you look very cool in a new ride! Pure emotion. The dealership shark salesperson understands that if you are involved emotionally…a sale will take place. You will hear him say things like, “How did it FEEL driving down the freeway” or “Wait until your friends see you in this ride!”

Buying an engagement ring - This very act has emotion written all over it. The buyer will typically experience FEAR that if a large enough diamond is not purchased the receiver will not feel LOVED. When love is involved, money is never an issue….right?

The above examples are large purchases and may be a bit extreme, but emotional spending occurs with smaller purchases as well. If you have a retail store of any size you should use the power of emotion to increase sales and cash flow.

“Ok, makes sense…how do I implement this emotional marketing in my store?”

I am so glad you asked…

Retail advertising phrases like, “Inventory Reduction” or “Final Markdown” create a sense of urgency and emotion in retail shoppers. Combine this emotional advertising  with products at a great price and watch your sales go through the roof!

Large Big-Box retailers will heavily advertise extreme discounts to bring shoppers through the front door. I have been in large department stores and watched the sales staff open new cartons and cases of merchandise that is already marked “clearance”.

Did you catch that? Here it is again…new retail merchandise already marked down before it hits the shelf!  Why? Consumers want  to feel as though they are saving money. Happy shoppers spend more!

I would suggest that you maintain a particular area in your store for Liquidation merchandise…ongoing. People love to save or feel like they are saving money!

I like the phrase: emotional retail marketing…as a retailer you should as well. Appeal to the emotional side of your customer base offering products at unheard of pricing and your average sales ticket per customer will increase.

When ordering inventory plan on ordering merchandise to liquidate as apart of a liquidation promotion. Ask your wholesaler if they are “closing out” any merchandise or better yet find a wholesale liquidation company to start buying from. Bring merchandise into your store with the intent to liquidate it. Wholesale liquidators specializes in selling name brand closeout merchandise at a fraction of the original retail and/or wholesale price!

Sourcing merchandise from a liquidator allows you, the retailer, to stock your clearance shelves with fast selling, low priced merchandise. Make it a habit to buy merchandise on a regular basis and hold “Final Markdown” sales events.