With the Academy Award nominations out this week, fashion designers are already jockeying to dress the stars for their big night. But rather than trying to pick the Oscar winners or the most fashionable celebrities, designers should be asking another question: Who will be the most effective at getting viewers to buy the clothes they see on the red carpet?
Among this year's nominees, the "best seller" award is likely to go to a nominee whom few in the fashion world are discussing: Sandra Bullock. At StyleSpot.com, a Los Angeles-based Web site that links red-carpet photos to stores that sell the looks, Ms. Bullock's Vivienne Westwood dress at the People's Choice Awards ranked among the top of all red-carpet appearances this year in inspiring viewers to "click through" to retail sites.
One lesson: It isn't pure chic that moves clothes. "For the most part, celebrities that drive sales aren't necessarily the ones that get nominated" for awards, says Lily Hollander, editorial director of StyleSpot.com. The 45-year-old Ms. Bullock has a down-to-earth image that means millions of women relate to her.
Celebrity placement is more voodoo than science, but among this year's nominees, other Oscar sales influencers include the classic Meryl Streep. Ms. Streep's maturity and demure style choices may appeal to women over 40, who spend more on fashion than other demographic groups.
So who's the Oscars' Actor Most Likely to Sell Fashion—the guy with Ms. Bullock's combination of attractive looks and guy-next-door accessibility?
No, not Jeremy Renner, the sexy star of "The Hurt Locker." The street money's on Best Supporting Actor nominee Woody Harrelson.
Source: The Wall Street Journal, February 4, 2010
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