Hotel heiress Paris Hilton has managed to revamp her image from that of a troubled party girl to that of a global brand.
American hotel heiress and socialite, Paris Hilton, might have maintained that her India visit was a business trip, but the 30-year-old did show us what it takes to be a global glam brand in her own right. After all, Hilton’s India visit that ended on Tuesday did create a distinct buzz.
Not many would disagree of her being a modern day celebutante, who managed to be where she is today not because of her talent but because of the wealth she inherited and her troubled lifestyle. But despite that Hilton has managed to culminate herself into a brand. She has expanded her business empire with nightclubs, her own clothing brands, an energy drink and now, her accessory line. “Paris Hilton is not a celeb, she is a brand that she’s damn good at marketing. She has always taken advantage of the situation, escalating Brand Paris to new heights,” says Nandini Bhalla, Editor Cosmopolitan India.
Internationally too, Hilton’s strategies have been the topic of interest for society watchers. Samantha Yanks, editor-in-chief of Gotham and Hamptons magazines said to CNN, “She built the ultimate how-to guide on building a celebrity brand.” Queenie Singh who threw a welcome party for Paris in India says, “It is Paris’s grace that has helped her evolve as a celeb brand.”
Talent or luck?
Hilton’s rise to fame can be attributed to her riches but celeb watchers agree that she has managed to pull her brand well. “When you have things in a platter it’s easier to make a mark”, says Harmeet Bajaj, fashion expert. “Paris has used her lineage and controversial lifestyle to her advantage and built a multi-billion- dollar lifestyle-based industry around it,” says designer Anupama Dayal.
Controversy’s favourite child
In 2003, Paris was in news after her sex tapes with boyfriend Rick Saloman was leaked on the internet. n In May 2007, Paris was arrested and sentenced for 36 months probation and fined $1,500 for drunk driving. n In September 2010, she was sentenced to one year probation for possession of cocaine; 200 hours community service and $2,000 fine and ordered to complete a drug abuse program.
In January 2007, her private life was put on worldwide display with the launch of ParisExposed.com, when the content of a storage locker rented by Hilton was auctioned due to lack of payment of $208
Decoding brand Paris
The promoters of the brand, Paris Hilton bags and accessory, claim to have sold over one million pieces worldwide in 2010. The range, priced between Rs 2,000 to Rs 11,000, is available in India at Shoppers Stop, Standard Max, Vijay Stores and the company-owned store at Rajouri Garden.
The fash frat on brand Paris
Paris is not a shrewd business woman herself. She is surrounded by a whole team that takes care of all her strategies. Queenie Singh, jewellery designer.
The basis for Hiltons rise to fame is not her talent but the voyeuristic nature of the public Anupama Dayal, designer
Paris Hilton reminds me of the theatre of absurd. She symbolises the worst of Page 3 culture. There is nothing fascinating in her. Rohit Chawla, photographer.
Yes, Paris is a brand today but so is Rakhi Sawant! She had a great platform to begin with and she just capitalised on it. Harmeet Bajaj, fashion expert.