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Forbes: It's time to dump Bieber for One Direction
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Yet now, the love affair with both his fans and business executives appears to be in jeopardy. There are a growing number of cautionary Bieber tales bubbling up from corporate offices. Missed appointments, misguided brand extensions, lost or delayed product design approvals. There’s increasing concern that Bieber’s recent behavior — egocentric messages about Anne Frank, canceling or appearing late at his concerts, battling with paparazzi, and just generally acting like a douchebag — may destroy their merchandise cash cow. Moms aren’t willing to open their pocketbooks on behalf of badly behaving celebrities. One only needs to look at Miley Cyrus to see the truth in that sentiment. One licensee of Hannah Montana footwear says his “sales went over a cliff” immediately after Cyrus appeared semi-nude in a Vanity Fair layout.
Celebrities live and die by their fans. And on the fan side, Bieber’s appeal has declined significantly in light of his recent antics, according to market research firm E-Poll. Parents with children under 18 who say they “dislike” Bieber grew 6% and teens who dislike him grew 10% between May 2012 to March 2013.
Similarly, teens who think he is attractive has fallen 5%, his cuteness has dropped another 5%, and teens that think Bieber is rude quadrupled from 3% in May 2012 to 12% in March 2013. Plus, to put this in context, teens rate musicians an average of 3% on rudeness (Bieber’s at 12%) and an attractive rating of 20% (Bieber is 7%), reports E-Poll.
Parents, who oftentimes are the ones buying the merchandise, are no less harsh in their assessment. Those that feel Bieber is rude doubled from 4% to 8%, while his charm rating dropped from 12% to 6%. They also rate most musicians as a 3% on the rudeness scale, and 20% on an attractive scale.
Perhaps even more distressing to the singer, there’s a 20% jump among teens that would not recommend his music to friends or family members. A majority of parents (54%) also wouldn’t recommend Bieber tunes today to their friends and family, up from 49% who felt this way in May 2012.
With the back-to-school season fast approaching, brands and retailers are in the precarious position over whether to stick with Bieber or dump him in favor of the next big thing.
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http://www.forbes.com/sites/larissaf...justin-bieber/
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At the same time, brands aren’t as excited about entering new or extending current deals with the pop star. This doesn’t have as much to do with his behavior than with his age. His reign as the top heartthrob appears to be over, as fickle teens and tweens move on to the hot property of the moment, One Direction, which is expected to dominate shelf space during the back-to-school shopping season.
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