As an heiress to the Hilton Empire, it would be easy to think that Paris Hilton is a lucky recipient of birthright. Critics would argue that much of her success is down to the trappings of fame and her surname. However, this viewpoint severely underestimates the business acumen of Hilton herself.
The development of the Paris Hilton brand is similar to that carefully crafted by David Beckham. It has long been a fact that celebrity sells, but knowing how to tap into that source of potential sales is another issue. Having a wide product portfolio with different products aimed at different segments of the market is key, and is also classic Boston matrix material.
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