As mentioned in a previous blog, it is currently becoming more common for record labels to create merchandise to promote their artist. This is no different with Lily Allen. In May 2007, she launched a line of dresses, shoes, and accessories entitled Lily Loves.
Synergy is used as customers who may not have orignally brought Lily's music, but enjoy the range of clothes she is promoting may be influenced by this to then explore Lily's music and find out more about the artist. Therefore this promotes the artist even more.
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