Since the inception of the Internet and widespread capabilities of the media, the mainstream limelight of products has never been more limited. Through various television shows and conversational blog topics as well as performances by musical artists, new elements of popular culture are created and thwarted on a daily basis, more quickly than ever before. Nowhere is this modus in determining what is popular more prevalent than in the fashion industry. However, while some aspects of fashion are created and ended seemingly within the blink of an eye via the media, an important aspect of fashion entities come to play through brand creation and representation using that same resource.
As more people, particularly youth, turn to the media for entertainment as well as a determinant on what is currently popular, celebrities and individuals that are commonly portrayed via some form of media outlet have gained a great deal of admiration, as well as influence over the large audiences that watch and listen to their work. Through this important capability, popular clothing companies have risen to the top in popularity among the masses by utilizing the appeal of these celebrities. Through widely respected hip hop and rap artists such as 50 Cent and Eminem, Ecko has developed a following that is unmatched in the urban clothing industry.
By developing a brand, and marketing the brand with simple, yet powerful tactics, apparel lines such as Ecko can gain a vast following of brand conscious consumers who remain loyal buyers. Celebrities and, in the instance of urban fashion, musical artists can be powerful means of advertising for a brand as they reach millions of fans on a regular basis who all admire and want to be like them, including adopting the brand of clothing they fashion.