Dec 28, 2007 6:05 AM, PROMO Xtra, By Amy Johannes

Steve and Barry's: Venus Williams brings customers in-store in fans during a recent Steve and Barry's appearance.

Steve and Barry’s doesn’t get a TV play. It rarely advertises. It’s not a big user of direct mail, either.

But the casual sportswear store found one tactic that seems to resonate well with its audience: celebrity appearances.

The 265-store chain has been pairing with celebrities—everyone from actress Sarah Jessica Parker to National Basketball Association player Stephon Marbury—for nearly 18 months. Each star gets launches their own exclusive Steve and Barry’s product line and makes national in-store appearances to pitch their wares, as well as the brand.

“We are constantly stretching our creative to get consumers to come into our door in what is obviously a crowded retail marketplace,” said Howard Schacter, chief partnership officer for Steve and Barry’s.

This spring, Steve and Barry’s is set to launch a surf and skate line by surfer Laird Hamilton. The collection includes graphic T-shirts, board shorts and casual clothing for men who embrace the surf and skate lifestyle.

Laird joins a growing list of athletes and celebrities who have launched exclusive apparel collections with the company. The retailer began the effort in August 2006 with Marbury. It has since expanded to include Parker, golfer Bubba Watson, Amanda Bynes, NBA pro Ben Wallace and tennis star Venus Williams.

During each appearance, attendees get autographs signed and can meet and greet their favorite celebrities. To further lure the crowd, Steve and Barry’s distributes free products from the line and other premiums.

And it seems to be working.

“No matter what region, no matter what market, if we execute a program, hundreds if not thousands of people come out,” Schacter said.

What does it do for the stores? While Schacter would not release specifics, he said, “We saw a major spike in awareness of our brand and sales across the entire market. We see an impact on our stores in that region for long period of time.”

Steve and Barry’s promotes celebrity appearances via e-mail blasts and store signage. Store employees dress in the clothing lines to act as walking billboards. The chain also launches branded microsites specific to each celebrity from its Web site www.SteveandBarrys.com

Another hook is that everything in store is under $20.

But challenges are still abound.

“There’s no shortage of choices,” Schacter said. “Shoppers benefit from choice. To win, you have to excel at the quality of product, the brand experience in store and online and exclusivity. We focus on those things. But it’s not easy, especially when you are shopping in a mall. It’s a long aisle to get to your store. People can make a left or a right along the way.”

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