The Ed Hardy website showcases the brand’s popularity with celebrities – even though, in reality, the notion of exclusivity surrounding the brand faded long ago. The site offers many links to photos of celebrities wearing Ed Hardy attire or stopping by its stores. In this regard, the website taps into the emotional connection consumers have with celebrities by highlighting those who are always popular (Madonna), those who have passed on (Michael Jackson) or those who are up-and-coming (Twilight teen star, BooBoo Stewart). Though the site’s overall design lacks creativity and personality, it is easy to navigate and allows consumers to shop, read related news, and find stores. It does effectively combine promotion and practicality.

There was a time, believe it or not, when men and women thought nothing of spending $90 for a t-shirt or sweatpants. Those high prices also afforded an air of financial success and exclusivity – which Audigier was able to parlay into a near empire of brand extensions at more accessible prices. Audigier’s licensing created Ed Hardy hosiery, smart cars, snowboards, snacks, wine, coffee, tea, energy drinks, fragrances, house wares, beach supplies and more – all available at discount stores such as Ross and Marshals. Creating so many line extensions is a risky strategy, and has resulted in serious dilution of the brand’s power. Backlash was inevitable.