Is The Celebrity Endorsement Of Fashion Brand Great Or Risky?

Facts have proved that a good image spokesman with the implementation of enterprise Cl planning and image dissemination has become a great magic weapon for modern enterprises in the business war. In the international fashion stage, since its fame in 1989, it has been unquestionably occupying the Wonaerbra underwear of the fashion world's Czech supermodel Eva Herziqova, whose sales rose from millions of dollars to hundreds of millions of dollars in a short span of a year. In the autumn and winter of 2002, LouisVuitton was chosen as the most demanding model (Louis Vuitton), and Eve was also used as the spokesman of the image. In the fashion world, many celebrities have the role of image spokesperson. It is precisely because the enterprises are attracted by the influence of the image spokesperson that they can bring huge benefits.

Maggie Cheung, known as the most dressed Chinese actress, has been named Ambassador of Asia by French fashion designer Jean LouisSee. At present, Jiang Peilin, the most popular Chinese model in the fashion industry, has been regarded as the spokesperson of the global image of American Beauty jewelry because of her elegant temperament, proper conversation and rich connotation. In the domestic market, Wenzhou has a large number of clothing brands. Many companies have invited Hongkong and Taiwan stars to be the spokesmen of the image.

Not to mention that only in Jinjiang, Fujian, a county town enterprise has swept the most popular stars in Hong Kong and Taiwan. That is, the original rigorous and even stereotyped institutions such as hospitals have pulled stars to help them, so that star advertisements can be flooded with screens all the time.

From the point of view of enterprises, money still needs to be spent. Many enterprises are inclined to spend all their money, hoping for the appeal of the stars.

As a result, celebrity endorser has become a prominent phenomenon in the contemporary era, and how to make good use of star strategy is a serious problem.

The reasons for using stars are nothing more than the following:

First, in order to make use of star's intangible assets. Using the rich association of star status, the image and values of consumers and stars are spanferred to the brand itself, such as the dynamic zone and Jay Chou.

Second, eliminate information interference, rapidly enhance brand awareness and enhance brand recall. For example, Anta took the lead in hiring celebrities in the industry. Kong Linghui, the world champion, made a name for Anta.

Third, establish real time credibility or restore customer confidence. This is especially effective in small brand investment promotion activities. There is no qualification, a brand that you do not understand, but because the relationship between the stars is immediately taken seriously. Dealers and customers will also be attracted by the market position of the brand because of their status.

Fourth, we will get more publicity opportunities by using star's public activities or media exposure. During his concert in Shanxi, Emil Chau deliberately patronized Chuang Ji's local store, causing a sensation.

Another absurd but common reason is that competitors have used celebrities as brand spokesmen. The reason why the domestic sports shoes brand of Jinjiang is throwing money at hiring stars is initially based on the superficial psychology of comparison, that's all.

Star strategy should be based on the "spirit of form". As a public figure, the appearance of a star is naturally familiar to everyone, and its charm is fully revealed by its talents. Therefore, people have a broad grasp of the form and spirit of stars, such as the recognition of Aaron Kwok's dance skills, Maggie Cheung's outstanding temperament, Tony Leung's charming smile, and so on.

At present, the biggest inadequacy of star advertisement is its appearance, but its appearance is empty. It ignores the personality traits of stars, and fails to establish the internal logical relationship between the brand role and the stars, so as to show the correlation between the two.

The same is to ask Zhou Runfa to be a spokesperson. A shampoo brand shows Zhou Runfa's deep love and integrity, telling a love legend, touching and classic, while another domestic clothing brand displays a big poster with great grace in the fair market. It is rather discordant: let's think about how the logical relationship between the vulnerable brands in the middle and low level market and the famous stars with international prestige can be clearly understood.

Therefore, in the star strategy, the logical relationship between star personality and brand role must be clear and related to the target market. For example, Song Dandan, a short acting actress, is loved by the common people for her witty and simple role image. Her image is honest and credible. If she wants to advertise drugs that are closely related to people's daily life, then her personal recommendation is more convincing.

Of course, in the implementation of strategy, it is especially necessary to make clear the main and minor points, avoid the star's concealment of the brand's information, lead to the vampire effect, and finally play a monologue. Such brand behavior is not uncommon: the advertisement is beautifully produced, the star's charm is revealed, the audience applauded, but the star remembers because of the relationship between the host and the guest. brand But it was ignored.

Star strategy for the establishment of brand, to achieve both physical and mental, natural multiplier, if applied inappropriately, but like water duck, no trace. "Water can carry a boat, it can also overturn the boat". It is not easy to break through in the star advertising war.

Celebrity endorser has the following functions:

First, we can build brand awareness through celebrity's name. Through celebrity's performance, we can create a positive and beautiful association between the brand and celebrities, and celebrities can attract more consumers' eyeballs. The information economy is the attention economy. The most important function of celebrities is to attract attention and win eyeballs.

Second, the personality image of celebrities can be projected into the brand so that the brand will have a three-dimensional sense of personality. Clothing is very different from other consumer goods. Clothing is not only clothing, but also a kind of self-expression of consumers. It is a manifestation of personality and a symbol of social status. The brand spokesperson's personality and social image are the best interpretation of brand image and personality. Buying products 。

Wenzhou clothing The understanding of the enterprise is quite in place, and the choice of brand spokesperson is better, giving full play to the role of brand spokesperson in expanding brand awareness and brand personality. In particular, the brand spokesperson is invited to participate in the brand promotion activities all over the country, and the effect is very significant in the establishment of brand name.