Madonna to launch Material Girl on August 3rd

Snapshot of Macy's site

Hello, fans of funky brands! As you've noticed, SCHMOOZY FOX has been a bit silent over the past couple of weeks. We've been taking a break from computers to enjoy the summer, give ourselves a boost of creativity, and, of course, schmooze!

We're back with awesome news from the US. Tomorrow, Madonna and her daughter Lourdes will be launching a new junior fashion brand, Material Girl.

This brand launch is simply packed with many branding concepts and marketing tools previously discussed on this blog.

First, it's an example of how a personal brand of Madonna has served as a basis for a new product brand.

Second, this a nice example of a smart celebrity endorsement by a 17-year old US teen star Taylor Momsen, whose own edgy and funky style and personality pinpoint the values of Material Girl.

Third, there's an important element for any brand launch -- distribution channel, in this case Macy's -- that has been selected to strengthen Material Girl's positioning as affordable and democratic clothes.

Material Girl has a lot of potential to become a funky brand. We'll be curious to watch its progress after its official launch tomorrow.