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Will Work for Shoes: The Business Behind Red Carpet Product Placement Hardcover – September 1, 2011

4.7 out of 5 stars 12 customer reviews

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Editorial Reviews

About the Author

Susan J. Ashbrook has been involved in celebrity product placement for twenty years. She founded and pioneered Film Fashion, the first fashion product placement company in Los Angeles. Her first client was Ralph Lauren, and she went on to match top celebrities with a roster of clients that included Lanvin, Chopard, Swarovski, Escada, Isaac Mizrahi, and many more. She has also consulted for non-fashion brands like Nikon, Hasbro, and MasterCard. Ashbrook sold Film Fashion to the PR powerhouse Rogers & Cowan in 2008.
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Product Details

  • Hardcover: 224 pages
  • Publisher: Greenleaf Book Group Press (September 1, 2011)
  • Language: English
  • ISBN-10: 1608321444
  • ISBN-13: 978-1608321445
  • Product Dimensions: 5.9 x 1 x 9.1 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #1,680,462 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Catherine Taylor VINE VOICE on December 30, 2013
Format: Hardcover Verified Purchase
This book was very helpful with marketing to celebrities. It seems like a lot of work and money that many times are given as a gift to a celebrity but it may be just the thing to get your discovered. I don't have the money like the big design houses have but it's a helpful guide to direct you towards being acknowledged in this trendy, fashion world we live in. A good informative read.
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Format: Kindle Edition Verified Purchase
I recommend this to anyone starting a business so you can begin to wrap your mind around working with celebs.

I hadn't really considered this until reading this book and its good to know even small businesses can make this work for them, not just the bigwigs!

She includes some great stories and the reading is light and easy.

I'm excited to try out these strategies!
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Format: Hardcover Verified Purchase
Will Work for Shoes woke me up to the power of the Red Carpet. Susan J. Ashbrook makes it clear that attention to "details" when walking down the crowded lane of media exposure can be worth millions for both the product producer that is adorning the celebrity, and for the celebrity selected to be the virtual billboard for the product. It's a win win for celebrities and products. Any product. The book moves fast in a quiet, confident manner and dishes out information that everyone can find, at the very least, captivating and, at the most, a goldmine of marketing wisdom. Ashbrook, with her company Film Fashion, set a high bar for PR and marketing innovation. The book is up to date with information on every kind of media exposure. It is a must have handbook for anyone wanting to investigate every possible avenue to shine the light on product and/or celebrity. I found it fascinating how closely linked our perception of what is "in" is tied to what celebrities and product producers have negotiated behind doors and presented as the latest thing. It is interesting that the book itself is an example of what celebrity and product partnerships can do. This brilliant business woman, with her book, shares her savy insight about the role celebrities play in today's marketplace. It's a big picture window on how world culture is being shaped, and it's going to continue. Stay tuned. Read this book!!!
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Format: Hardcover Verified Purchase
That the book is about product placement is somewhat a misstatement. The book discusses in very generic level how to get celebrities to accept free products and use them in the public. The advises unfortunately have little outside generalizations like targeting a right product for right person, being persistent and creative. The book therefore stays shallow, consisting of small anecdotes, stories on how certain celebrity used certain free product and for that reason it offers little for someone who is interested in product placement.
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Format: Hardcover
Anyone in this modern age who has watched an award show or picked up a pop culture publication can wonder how these beautiful people always seem to have the right clothes and look.
Thanks to Susan Ashbrook, they can now cash in on their celebrity by getting products for free or at least borrow them for a night on the town. For the last twenty years, Susan Ashbrook has been involved in celebrity product placement.
It does make sense to do so. It may take fifty thousand dollars to put a full page ad in the People Magazine but less than that if a celebrity is wearing a particular product and their smiling mug is plastered on the glossy pages.
In a step by step approach, Ashbrook does a marvelous jobs of the dos and don't of this public relations industry. She shares her good stories when a photograph. Kim Basinger in Escada dress after her 1998 Oscar win made all the right publication. She also warns of celebrities not returning products or worse yet not wearing them as promised.
This book takes you behind the Hollywood glimmer and gives you a behind the screen tour of the magic of Hollywood.
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Format: Hardcover Verified Purchase
I LOVE this book!!! I was listening to an terrific interview with the author on Bloomberg radio and tracked her down thru Google. Not only is it easy and fun to read....it gives you all the tips you need to jump start your unique collection!! I'd recommend this book to anyone and everyone who knows what they want but doesn't know how to get there. Immensely enjoyable
and wonderfully affordable.
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