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The Luxury Brand Is &Nbsp, With Little Success.

2010/6/12 9:56:00 29

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Pairs of luxury goods groups

Celebrity advertising

Endorsement has become increasingly popular to boost brand advocacy and increase sales, while luxury executives believe that this trend puts pressure on profit margins and brand attractiveness.

Italy jeweler Bvlgari has been boycotting celebrity advertising for many years, and tends to invite celebrities to attend brand publishing activities. However, the brand recently began to invite celebrity endorsements, resulting in a huge increase in advertising expenses.

"We are paying more and more attention to the celebrity effect," said Bvlgari CEO Francesco Trapani in this week's global luxury goods exchange.

Celebrities have promoted the brand, but our public relations budget has also increased. "

In January of this year,

Bvlgari

For the first time in the major fashion magazines, it launched its first celebrity publicity campaign: Julianne Moore, half naked leaning on the sofa, wearing emerald earrings, carrying a camel handbag and two white parrots on hand.

Trapani said: "since then, people have patronized our store to buy Julian Moore's handbag."

Bvlgari will also publish the men's fragrance advertisement in September this year, which will be shown by Clive Owen.

Trapani says it is hard to find a star who has not endorsed other brands.

For some big stars, brands compete to raise endorsement fees, and small luxury brands can hardly compete.

Louis Vuitton

(Louis Vuitton) and Hermes take advantage of the economic downturn to seize more advertising space and intensify competition with their peers.

Longchamp, a French handbag maker, has seen a significant increase in sales since supermodel Kate Moss designed a handbag for the brand.

Kate Moss has endorsed the brand since 2006, but she appeared in an advertising film such as Yves Saint Laurent's perfume La Parisienne.

According to the www.brandchannel.com marketing website report, the number of celebrity endorsements has doubled in the past ten years.

But analysts say excessive reliance on celebrity effects is more dangerous.

Lawson James Lawson, President of Ledbury Research, a luxury goods market research firm, said: "there is a congenital flaw in this marketing method: if it is used too much, consumers will think that celebrity endorsement is for money only, which will damage the brand image.

He also pointed out that not all brands are suitable for inviting big star endorsements, especially for small brands.

Celebrities may also be discredited instantly.

When the media broke out of the extramarital affair of golf giant tiger Woods, Tag Heuer abandoned the spokesperson.

"I think celebrity endorsement is a sign that the brand is not attractive enough," said Jean-Marc Jacot, executive director of Parmigiani Fleurier, a luxury watch maker.