Loyalty first rule for Celine Dion fans

The likeness or name of most singers can sell T-shirts, key chains and calendars.

But only one performer has the retail power to sell a $3,000 purse: Celine Dion.

"Some of the unique things she can sell really sets her apart from what other entertainers can do," says Courtney Cook, retail buyer for Caesars Entertainment. "I'm not sure that anyone else could sell a $3,000 Judith Leiber bag. No, I'm not just sure. I know they couldn't."

Dion returned to Caesars Palace with a new show in March after being away for four years. Her retail store, Celine, opened at the same time, offering fans a range of merchandise sporting Dion's image or name. Items are as inexpensive as a $1 postcard or as pricey as the Leiber bag.

The small, black clutch is covered in musical notes, a reference to Dion's focus on music in her new show, says Cook, who worked with the singer's team to stock the store with merchandise that best represents her.

Cook was able to reference information about Dion's retail history from her last residency at Caesars. After spending time with Dion's advisers, Cook identified qualities that should inform the merchandise.

"She has an extremely loyal following," Cook says. "Fans love her. She has a very specific look. She's chic, dainty, very feminine, that's what you think of when you see Celine."

Knowing that, Cook was able to put together a profile of the Dion fan and then stock the gift shop accordingly. Her fans want high quality items and are willing to pay more for them. So, the shirts have sparkles or similar touches; there are items such as a throw blanket, drink coasters, perfumes, picture frames, flip-flops, sunglasses, watches and even water bottles, all featuring Dion's name or likeness.

Roberto Coin designed jewelry for the gift shop with some pieces costing more than $1,000.

"The retail world knows her draw," Cook says. "When we called Leiber, they were thrilled to have the opportunity."

Wisconsin fan James Zhang, 20, represents the typical Celine Dion fan, he says. Along with a friend from Singapore, Zhang planned for years to come to Las Vegas to see Dion perform. They missed her first run, so as soon as they heard about the new show, they splurged on the most expensive tickets and decided to turn it into a Celine-centric vacation. He shopped in the store two hours before the show, buying perfume for his mother and sister and CDs for himself.

"All my life I've been listening to her," gushed the pre-law student. "This has been a dream for years in the making."

Cook refused to discuss specific numbers but said that the retail store sales are tracking slightly higher compared to Dion's last run at Caesars.

"We had our reservations going into this set of shows," she says. "You know, it's a different time, different economy than when she left in 2007. Retail has changed. People are very price-conscious. But people are coming back, they want to go to the show, they want to buy her merchandise. It's amazing that Celine can command the kind of prices that she does."

Contact reporter Sonya Padgett at spadgett@ reviewjournal.com or 702-380-4564.