James Dean - Paul Fraser Collectibles

Market Update Series Market Update Series

JAMES

DEAN Memorabilia & Collectibles Market Update February 2013

KEY CHANGES:

19.81% pa

Annual increase in value of James Dean signed photos between 2000 - 2012

$55,000

Prcie achieved for Dean’s leather jacket from the movie Rebel Without A Cause

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James

Dean

Memorabilia

Background

J

ames Dean epitomised cool. And he still does. Instantly recognisable around the world, Dean remains a powerful figure in the world of marketing.

For film fans in the 50s, Dean represented a new generation, and gave a face to the teen angst many felt. The only person to receive two posthumous Oscar nominations, Dean departed the scene in 1955, aged 24, leaving behind just a small amount of investment-grade memorabilia. Despite his enduring appeal, we believe the Dean memorabilia market has managed to remain undervalued, offering great potential to investors.

? DID YOU KNOW

Dean is the only person to ever receive 2 posthumous Oscar nominations...

What’s new?

D

ean’s jacket from East of Eden sold for $26,680 at a US auction in 2006.

The jeans the actor wore in Giant made $35,850 at a US auction in 2006. Dean’s jacket from Rebel Without a Cause made $55,000 at a US auction in May 2011, 10% up on its $50,000 high-side estimate. Actress Jennifer Aniston bought her boyfriend a leather jacket once worn by Dean for $12,000 in August 2011.

$55,000

Price Dean’s jacket from Rebel Without a Cause fetched at auction in May 2011

Three of Dean’s 1954 love letters to long-term girlfriend Barbara Glenn made £22,500 ($33,850) in November 2011. A copy of the Giant novel, signed by the cast of the film adaptation, including James Dean, sold for $15,500 at a US auction in December 2011, a 55% increase on its $10,000 high estimate. 2

James Dean Memorabilia Market Update • 07 March 2013



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The Paul Fraser Collectibles View

R

ecent auction results are testament to the limited amount of Dean memorabilia on the market. This is hardly surprising. With such a short life and just three major movie roles, little in the way of Dean memorabilia exists.

755 Increase in the average price of a James Dean signed photo since 2000 (Source: PFC40)

%

This is good news for investors, as rarity and growing demand will increase prices over time. Dean signed photos rose in value by 19.81% pa between 2000 and

2012, from £1,600 ($2,500) to £12,500 ($19,200), according to the PFC40 Autograph Index. The strong performance of Dean’s autograph in the past decade gives us much cause for optimism for the coming years. Yet, we feel that his screen-worn memorabilia has been undervalued by collectors. With just $55,000 enough to secure Dean’s jacket from Rebel Without a Cause, prices for his film-worn apparel are far below the figures achieved for items worn by other iconic stars that died young. For example, Marilyn Monroe’s “subway dress” from The Seven Year Itch sold for $5.6m in 2011. Dean’s globally recognised image and enduring popularity, recent strong growth for his autograph,

Demographics behind the market:

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Dean’s jacket from the film East of Eden sold for $26,680 in 2006

and considerable scope for price appreciation for his apparel, give us much optimism.

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ean’s image rights are controlled by licensing firm CMG. He is in good company. CMG also owns the rights to Babe Ruth, Chuck Berry, Mark Twain and Malcolm X – evidence that the company believes Dean offers them substantial profit potential.

The geography of Dean fans is also encouraging, with 38% coming from North America, 27% from Europe, 25% from Asia, and 10% from the rest of the world. Such a wide fan base should ensure the continued strength of the collectibles market, in our opinion.

Figures from CMG reveal that 30% of Dean fans are aged between 13 and 29, indicating that he continues to fascinate the younger audience. This is great news for the health of the Dean memorabilia market in decades to come.

Dean has recently appeared in advertising for Chrysler, Calvin Klein Europe and Levi Strauss – he continues to earn around $5m each year from his image rights and endorsements. This indicates that major companies believe

We rate James Dean collectibles as a

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Dean’s image can secure them major profits, suggesting that investors can take a similar approach to his memorabilia. As Forbes magazine states:

“James Dean’s persona is more sought after than ever, largely because his early demise left his image untouched by age. “He’s still… a giant when it comes to licensing and merchandising income, thanks to his enduring popularity in places like Japan, Europe and South America.”




Market Performance Catalyst:

T

he 50th anniversary of Dean’s passing, in 2005, garnered considerable press attention, and a range of licensing deals that raised his profile still further, and generated considerable demand for his collectibles. It may seem a long way off, yet the 100th anniversary of Dean’s birthday, in 2031, will doubtless offer a similar boost to the sector. Those buying James Dean memorabilia now can expect to see a significant yield by the time 2031 comes around, in our opinion.

The Joshua Tree, 1951 biopic was released in 2012. The film depicts Dean in a number of homosexual encounters, a controversial move that raised the profile of the film considerably. The very fact the film has been made is testament to Dean’s lasting appeal with fans.

Click here to view the TOP 5 Dean memorabilia items to ever auction

Summary: Sales of James Dean memorabilia are rising. We have seen:

Signed photos up 19.81% pa since 2000

The $55,000 sale of a Rebel Without a Cause jacket in 2011

Despite these gains, we feel that Dean-worn memorabilia, particularly his apparel, is particularly undervalued, especially when one considers its scarcity. We anticipate significant growth in this particular area in the coming years, and urge investors to buy now.

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James Dean

On the set of East is Eden

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Key reasons to invest: The current low interest environment represents a real opportunity to build a valuable collection for long term value Many alternative investments are classified as ‘wasting assets’ and do not come into inheritance or Capital Gains Tax calculations Unique collectibles have historically been considered ‘safe havens’ and have a low correlation with traditional financial investments World record prices are being achieved every week despite the recession

There are estimated to be 200m serious collectors worldwide underpinning prices The population of the BRIC countries is expected to double in the next 40 years, adding significantly to the number of collectors The Baby Boomer generation is making its way through the system and now owns 80% of the world’s wealth Baby Boomers are living longer than previousgenerations, with a higher level of disposable income,and with the time to pursue collecting in a serious way Many Institutional Funds have been created incollectibles with many more waiting in the wings. These funds will add significantly to the pressure on prices and to a shortage of unique pieces on the market Collectibles as part of your overall portfolio give you greater control over allocating and preserving your wealth, and the ability to manage the process yourself, giving you confidence where it has been lost in the bigger financial product areas

About Paul Fraser Collectibles:

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aul Fraser Collectibles is recognised as one of the world’s leading boutique providers of investment grade collectibles.

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Our current inventory includes many stars of the silver screen, historical figures and even an original Declaration of Independence.

Our company specialises in historical manuscripts, autographs, memorabilia, rare coins, postage stamps, art, first edition books, classic cars, fine wine and military medals.

Many items qualify for our unique 120% guarantee. For full details on our services, and for other free reports in this series, please contact us at:

We also offer a unique, free worldwide news service with subscribers in 212 countries, including a loyal following of Financial Advisers and Wealth Managers. Paul Fraser Collectibles also boasts an expert panel, with more than 250 years’ experience and $750m of sales to its name.

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+44 (0) 117 933 9503

This document is non-independent investment research and a marketing communication.

