Zhejiang Costumes? Love You, Not Because You Invite Stars.

"Find a star who is consistent with the brand temperament connotation to endorse, not only can explain more rich brand value, but also can increase popularity, quickly occupy the market, achieve sales growth." This has become the preferred marketing strategy for many enterprises.

Indeed, many brands have been rising because of the celebrity endorsement, but with the popularity and spread of celebrity endorsements, some celebrity endorsements have also been embarrassed by the cold shoulder.

Present situation:

Clothing brands love "big names".

It is understood that Huang Shengyi's trip to the day was very low-key, the store did not carry out large-scale publicity, but only a banner at the door, even the fans of Huang Shengyi are not very well informed. "At that time, Huang Shengyi wore an orange jacket. He was very thin and very energetic. He stroll around the shop and picked out two spring and summer clothes. He left in a hurry, and the whole process was less than half an hour." One of the shop assistants recalled.

"The big star spokesmen are here. How's business on that day?" the reporter asked. The shop clerk smiled: "that day customer Not much to buy, but Huang Shengyi tried out two clothes in the shop, and the agent saw that he felt the effect was good, and picked the same clothes, ready to buy home to wear himself.

Coincidentally, not long ago, Song Hye Kyo, a famous woman's brand in Hangzhou, invited the Korean star, Song Hye Kyo, to speak for him. Feng Shui's several women's clothing stores on the road also unified the fresh and bright publicity photos of him. The brand responsible person said that Akimizu Ito's inspiration came from "Book of Songs", "green and white dew". The so-called "Yi Ren, in the water side", and has always been a pure and sweet image of Song Hye Kyo, many of the roles of interpretation have given people a fresh, natural, elegant and romantic feeling, so Akimizu Ito brand will not hesitate to pay heavy gold to invite her to do the image endorsement, deduce the modern "Akimizu Ito" female.

Asian trademark fashion brand YISHION YISHION Cecilia Cheung, who recently held hands, recently changed his brand name spokesperson and joined hands with Han Geng, the Asia's top man, and launched the YISHION TEEBOX tide series this summer. YISHION believes that Han Geng's health, sunshine, vitality and public interest are his personal most notable labels. His leaping posture, handsome appearance and healthy image are all natural with YISHION YISHION's fashionable and healthy brand temperament. Han Geng's personality, talent and extraordinary experience represent the young people's pursuit of dreams, self expression, courage to challenge, and the spirit of leading the trend. This is the vivid interpretation of YISHION YISHION brand.

Also on the road in Yanan, there is a super flagship, a young clothing brand named meth's bond, which is constantly moving on the endorser: from the early spokesperson Aaron Kwok, to the very successful successor Jay Chou, to the overseas spokesperson, Wentworth Miller, and the model Wentworth Miller Bruno de mono, who were invited by his high-end brand, and then signed the "elf Prince" Orlando Blum. And constantly enhance the brand image.

Of course not only these, careful. Consumer It will be found that the celebrity brand names are everywhere. As long as a little famous brand, almost all star endorsements.

Consumption observation

Love you, not

Because you invite stars.

With the enhancement of brand awareness of Chinese clothing enterprises, enterprises are paying more and more attention to the shaping and dissemination of brand connotation. Choosing star endorsement has become a habit marketing mode.

But as Zhou Chengjian, chairman of the US group, said, it's like a bet to spend big money on celebrity endorsements. {page_break}

When done, stars can become a "tonic" for rapidly enhancing brand awareness and promoting sales. If it doesn't work well, the endorsement fee that will not be easy to fall down will be wasted.

In the process of growing up, Chinese consumers have become more and more rational. Buying clothes is about style, fabric and workmanship. If you ask Gong Li or Zhang Ziyi, please Zhou Runfa or Kaneshiro Takeshi, if there is no real value, no one will buy your account.

In other words, if the brand has picked up enough stars to be lucky enough to attract consumers' attention and facilitate the transaction by relying on the popularity of celebrities, the proceeds will be impromptu and one-off.

So in the final analysis, please do not ask celebrities to endorse, and ask what celebrity endorsements are not the key to the survival and development of enterprises. The real ultimate ability to retain consumers is always the quality and charm of the brand itself.

Investigation:

"Big names" are not all prosperous.

It's expensive to ask celebrities to speak for themselves. Are these clothing brands actually selling well? Is it possible to earn a full pot like an enterprise?

Reporters first walked into the mus and bang Wei flagship store on the road to Yanan. In this busy street corner, people always come and go, and streams are constantly moving. Even in the afternoon, there is no lack of popularity in the shop.

Most of the shoppers who came to the shops were student like young people. There were also some outsiders, with cheerful background music. The customers picked up the latest summer clothes in a hurry. Sometimes people walked to the cash register, handed over the goods, paid the bills, and then left happily. In the 20 minutes of the reporter's stay, a total of 3 customers completed their consumption, and the unit price was about 150 yuan.

Such sales performance is closely related to celebrity endorsements. Zhou Chengjian, chairman of the US group, said in a media interview: "before 2000, we almost lost money. At that time, we concluded that the popularity of the brand is not enough. If there is more publicity, more people will buy our clothes. At that time, we invited Aaron Kwok to be our spokesperson. We spent tens of millions of dollars, but we won the gamble, and we made money in 2001.

Then the reporter came to the YISHION store on Qingchun Road, where the flow of people was relatively small, and the scenes were basically similar, but the order of the customers was not so fast. Han Geng, a student who is choosing a T-shirt, said he was a fan of Han Geng. He used to buy YISHION clothes. Now he has become a spokesperson.

But in some other clothing brand stores with celebrity endorsements, the news is not so optimistic. Take the newly opened women's clothing store on the south of Hu Shu Road as an example. It may be a newly opened relationship. Only four or five guests patronized the 30 minutes of the reporter's stay in the shop. Two of the fashionable young customers swept around the shop in a hurry and went out without even looking at Huang Shengyi's huge posters in the shop.

The head of the brand company, who did not want to be named, said that when Huang Shengyi came, the store did not formally greet guests, so the sales performance had no reference value on that day, and now the shop began to sell normally. As for the effect of celebrity endorsement, it is not yet available for evaluation.

"I think it is necessary to ask for celebrity endorsements." Zhou Xinzhong, chairman of Wenzhou clothing brand news bird company, said in an interview: "for our brand, spokesperson can increase communication with consumers and stimulate consumption."

Zhou Xinzhong said that the company has long recognized the importance of brand and culture to clothing enterprises. Since 1998, the good news birds have hired one of the "ten great costumes of Hongkong", and Simon Yam has become the ambassador of "good bird". Last October, SAINTANGELO extended its fashion menswear brand S.ANGELO, and signed Hongkong star Louis Koo as its image spokesperson and began to expand the national market.

"Every brand has its own aspirations," Zhou Xinzhong said. "Now there are so many brands that invite celebrities to speak. They can be explained by" being reasonable ". He said that although the cost of celebrity endorsement is relatively high, it is also within its own budget.