Rihanna Umbrellas From Totes: Marketing 50 Case Study
By Tiffany Meyers, November 17, 2008
Once you hear Rihanna’s Grammy-winning “Umbrella,” good luck getting those lyrics out of your head. What Totes heard was opportunity knocking when Def Jam Recordings, preparing to release the single, suggested the company create a product line with the then up-and-coming songstress.
Kristen Stary, category director-rain products at Totes-Isotoner Corp., “thought it was a great opportunity to reach a younger demographic.” The umbrella line, available at Macy’s and totes.com, launched in summer 2007. A second line made its debut last February.
“We put one umbrella online as a soft test and couldn’t keep it in stock,” says Ms. Stary, 39, who adds that today “the Rihanna umbrella line makes up 15% of our online sales, which is tremendous given it’s such a niche product.”