ABSTRACT
More and more retailers are creating “ branded ” CDs as product extensions of their retail offerings. Pottery Barn has offered over 70 CD compilations that have sold millions of units (Rock River, n.d.), all of which are an “ easy way to put lifestyle in a home, ” according to Patricia Sellman, marketing vice-president at Williams-Sonoma ( Strasburg, 2003 ). The Gap Fashion Retailer wanted to drive sales of their merchandise through the use of music. In-store play as well as exclusive music and video CDs and DVD offers were enhanced by using the artists as part of the overall advertising campaigns. The initial Madonna and Missy Elliott combo spawned several other creations that included Jason Mraz, John Legend, Joss Stone, and Keith Urban — all of which included high-visibility promotions with TV and print ad campaigns that Gap attributes to a 30% rise in sales for their fashion line alone (Rock River, n.d.).
