What appeared to us to be a simple case of spoiled rich kids doing what spoiled rich kids do was actually a carefully crafted marketing campaign. The only reason we didn't recognize it was because Paris wasn't selling anything we recognized as a product -- she was selling herself. Every time she showed up on the red carpet, got photographed at parties, or opened her stupid, stupid mouth, she was, quite simply, creating a brand, the same way Coca-Cola or, say, Hilton Hotels does.
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And now, that brand is worth billions. All she has to do is put her name on a product, and the next morning she finds a shiny new beachfront property under her pillow. Her perfume alone has done over $1.8 billion in sales, and she owns 60 retail stores that sell only her products. To hear her talk about it these days, she sounds more Warren Buffett than Jessica Simpson: "I always wake early to deal with transatlantic business calls, then there are meet-and-greets. Sometimes there are face-to-face business meetings where I'll discuss the progress of certain products. Sometimes there are photoshoots or interviews. If I'm DJing, I'll do soundchecks before a gig. It's a rigorous schedule, but I'm a hard worker. My social channels also take work; they're very considered."
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