Expert Authority Interprets Clothing Brand Endorsements.

　　 brand Endorsement is in itself a hope. Spokesman The realization of influence in society brand The process of rapid cognition in consumer groups. In the process, some brands want to make use of the social influence of celebrities, while others want to achieve them through personas or crowds that are suitable for brand style. Of course, enterprises want the two to have both, but there will always be different focuses.

If we simply divide people's behavior into commercial behavior, they can be roughly divided into three categories:

The first is star style brand endorsement.

This is the mode that is most common now and also the main way of brand adoption, whether we are familiar with all kinds of stars, or invite celebrities in the fashion industry to cooperate. They are endorsed by people who have already gained popularity in the consumer field, and promote the consumption market through different modes of cooperation with brands. They include:

Celebrity reward endorsement: the most commonly used way of brand names;

Star market cooperation: for example, Jet Li and ADIDAS endorsement "Wuji" series of products advertising is ADIDAS through the cooperation with Jet Li's "one fund" to promote the market cooperation mode.

Fashion product cooperation: for example, H&M invited famous fashion designer KarlLagerfeld to develop a hidden brand endorsement model for individual product development.

The second is the brand rendering mode similar to consumers.

In this way, people who are invited by brands are not well known, nor are they handsome men or women. They may be ordinary consumers around us. Consumers who make use of the products' direct consumption "tell their stories" to other consumers, so as to achieve the brand's "approachable" marketing. The most popular way of using this kind of endorsement is the daily necessities industry, such as Procter & Gamble and Unilever's daily chemical products. In the field of clothing, it is achieved through scenes similar to brand style or scenes that want to embody brand appeals, such as:

The harmonious and colorful world created by BENETTON brand is realized through different characters of skin color.

And TommyHilfiger, the advocacy brand of American culture, is advertising by young, energetic American youth; {page_break}

The third is the brand carrier mode of historical celebrities.

For most luxury brands, inviting celebrities to carry out brand endorsement is not only unable to achieve brand communication, but also may bring negative effects to the brand because of the future uncertainty of the spokesperson (such as Edison Chan's endorsement of LEVI 'S). Therefore, because of their deep historical origins and broad consumption base, these brands can often relate to some historical celebrities or a historical event, such as:

OMEGA and President Kennedy and the moon landing in 1960s;

CARTIER and Duke and Duchess of Windsor;

HERMES and princess GRACEKELLY of Monaco;

GVIENCHY and famous actor AudreyHepburn;

These people have never been the brand spokesmen we are talking about, but they have different ways of linking up with brands in the process of brand development. Therefore, when these brands are launched, these people or things become the endorsement carriers of the brand.

Therefore, the above three basically generalizes the majority of brand endorsement models. In the way of choosing who can be the spokesman of the brand, I think we need to think through the following steps:

The first step is to consider the fit between brand and expectant spokesperson.

Brand and spokesperson complement each other, and also promote each other. The brand achieves the expansion of brand awareness through spokesmen, and the spokesperson uses the image and appeal style of the brand to reflect his attitude towards life. Therefore, "fit" should be the first step to choose a spokesperson. Conversely, if the spokesperson's image and style are not compatible with brand appeal, it can only make consumers feel "Oh! They have invited a star." For example, the invitation of Richie Ren to endorse is not only unable to express the good style of the brand through Richie Ren, but because of the slightly thin figure of Richie Ren, the brand image is greatly reduced. The same mistake also includes red bean inviting Jeff Chang.

The second step is to consider the social achievement and social reputation of the desired spokesperson.

Many enterprises tend to place more emphasis on the social popularity of a spokesperson when they consider a spokesperson, but ignore whether they should see the achievement of the person in the society and the degree of reputation in the consumer group. A person with high social popularity does not represent a direct proportion to the social reputation of this person. For example, "super girls and fast men", who have been selected by various talent shows in recent years, have become famous for a while, but also because of their quick ways, they will soon become a flash in the sky. Even their mistakes will bring huge losses to the brand, such as Amulong's "drunk driving" hit and run in Hangzhou in early March.

The third step is to consider the long-term development potential of the spokesperson.

For those "ten thousand years too long, seize the day" brand is not considered. On the contrary, enterprises that want brands to run for a long time and can steadily improve their spokesmen need to consider the long-term development potential of their spokesmen. For most of the first tier stars, most contracts are designed to protect their feathers and do not want new brands. Therefore, for those brands whose reputation is not very high, working together with those who have small achievements and potential future development will not only bring small investment but also bring more benefits to the brand with the growth of the spokesperson. For example, before 2004, when Coca Cola Co had already had the potential for future development, Liu Xiang signed a long-term endorsement agreement in one fell swoop. After the Athens Olympic Games, Liu Xiang became proud of the Chinese people. Coca-Cola's harvest season also came along with us.

The fourth step is to consider the existing spokesperson's brand conflict.

I have seen a list of star endorsements and a list of brand categories, which are basically classified according to the category of trademark registration. Different product categories are marked with different prices. For those who have already become famous, the more the endorsement ads are, the better they will be. The same person, from head to toe, from inside to outside can be segmented endorsement, it is not difficult to see that a star appears in advertisements every day, rather than necessarily the same brand. At this point, we need to see which companies have more publicity hours, faster broadcasting times and larger advertising production. The dominant brand will have an advantage, that is, when other enterprises advertise with this person, the hasty consumers will also think it is "that" brand advertisement. Mr. Jay Chou, known as the "advertising man", is an example from cars, clothing and beverages to mobile phones, watches and games. {page_break}

OK, then I want to think about it and do it. If the spokesperson asks for it, can he wait and collect money? Some enterprises are entering the "ideal" misunderstanding of endorsement.

Myth 1: celebrity endorsements can quickly form brand expansion.

To invite celebrities is to let consumers quickly equate the names of brands with the names of celebrities, and tens of millions of endorsement fees each year are also whipped up in the mood of enterprises' expectation of expansion. But first, wait, not the spokesman. Let's first consider from the perspective of partners, such as downstream agents and franchisees in the clothing industry. They are more than two kinds of ideas for inviting spokesmen. First, enterprises still have some strength, ability and money to spend money on celebrities. Two, there is a good way to promote the distribution of products to consumers, which shows that the brand is not anonymous. Well, that's all. Others are the products, prices, quality, conditions of cooperation, operating costs, future development and other related matters related to future business, such as capital, personnel and products. If enterprises rely solely on the power of spokesmen, they will not be able to solve these problems.

Misunderstanding two: three years for two years, five years for three, the most popular is;

Jiangshan is talented and talented, with 35 years. Some enterprises, when their reputation is significantly lower, or the enterprises think they are more robust and can get better spokesmen, enterprises begin to change their spokesmen frequently. However, this practice is not only beneficial to enterprises, but makes the end consumers of brands face dizziness when facing brands. The brand itself is a long-term behavior, and the brand image spokesperson once enters the market will form an inseparable recognition body with the brand. Consumers will also form a "star face" effect when they recognize the brand, that is, unconsciously linking the spokesperson and the brand into one. It's like walking on both feet. If you want to waste your skills, you can only walk on the road of development. This phenomenon is in the majority of the wholesale leisure brands that have risen in recent years. Before that, Fujian's leisure brands had gone through a detour. After that, there were blood and tears from Humen wholesale merchants.

Misunderstanding three: it is inevitable for spokesmen to clear up problems.

Celebrities are also human beings. Those who live in a mess of entertainment stars are very rare. Therefore, as a brand enterprise, once the "star scandal" is thrown away, it seems to be the first priority. But as mentioned above, enterprises will further divide the front line, and consumers will still look for the brand that invites the person to speak for others. Of course, for a spokesperson who does not know whether to change or who is wrong, it is right for an enterprise to terminate the contract and invite new people. However, for those spokesmen who are able to change their mistakes and are reusable in the future, the tolerance of the brand can not only minimize losses, but also add gold and bonus points to human relationships. In 2005, KateMoss, a fire that could not be seen, was revealed by the British Mirror newspaper, and many international brands including BURBERRY, RobertoCavalli, Rimmel, H&M and so on were relieving her from advertising contracts. The huge posters of KateMoss were also removed from the flagship store of BURBERRY. However, when KateMoss apologized publicly and went to the state of Arizona, the attitude of BURBERRY changed. Not only did it claim that the dismissal of KateMoss was "meaningless", but also stressed that she was "a member of the BURBERRY family forever". In 2006, in order to celebrate the 150th anniversary founding of the company, BURBERRY invited KateMoss to come out of the mountain again as the fashion vane of 2006 to 2007.

Well, about the endorsement of clothing brands, I would like to say so much. Although this kind of behavior in the industry tends to add "Cheng Yi Xiao He," Xiao He, as an important marketing tool of the brand in the market terminal, such behavior itself is not good or bad, wrong or right. The key lies in those who are prepared or have invited the representative company to treat and use it. Let's not say anything about these two sentences.

Zheng Lei, a former researcher of the national clothing Productivity Promotion Center, was formerly a senior brand operation consultant of France's five joint fashion brand planning institution, independent training lecturer. He was the brand director of Navigare menswear Greater China in Italy. For a long time, we have deeply studied the Chinese textile and garment industry, and have served many times in the Chinese textile and garment industry brand management enterprises, participated in the brand strategy development plan and the marketing management guidance work. He has gone deep into the developed areas of textiles and clothing in Zhejiang, Fujian and Guangdong for many times, and has been engaged in brand planning, marketing channel management and related training work for clothing brand enterprises for a long time.