How Should Luxury Brands Choose Celebrity Spokesmen?

The value of celebrities depends on many factors: whether celebrities are commensurate with products, the public awareness of celebrities, the strength of endorsement, and so on.

Therefore, the so-called endorsement should be the most appropriate person to represent products and sell products.

Weston Anson, President of Consor knowledge Asset Management Co, recently talked about brand selection, celebrity endorsement, some practical principles.

First of all, what factors should be considered to create celebrity status, followed by the elements of celebrity endorsement, mainly in the following four points:

Celebrity rating: international or local, media attention, leadership or supportive factors;

Endorsement level: the number of celebrities' names or images appearing on merchandise;

Usage level: what activities are used: business activities, billboards, newspapers, networks, social media;

Level of association: whether celebrities are compatible with products, and celebrity's publicity for products.

Based on five factors: P, background (C), time (T), product (P) and environment (G), an evaluation formula is obtained.

P (C+T) + (P x G) =V

In the future, celebrities will speak more and more luxury goods and will not only use celebrities in the traditional sense.

Internet and new media have created many new stars, such as talent stars, YouTube celebrities, social media, and so on. They may become the new favorite of luxury brands.

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As a member of the former Liberal Democratic Party (Liberal Democrat), Oaten said that from the perspective of demand and output, the Asian region, especially Hongkong, is still the largest concentration of fur trade. However, he stressed that there is also a tendency to shift to buyers in the US and Europe.

"Designers and consumers seem keen on fur, but on the topic of fur, the younger generation now has much less attention and understanding than the young people in the 80s."

"But the change is fast, even in the past three to four months.

Six months ago, I said that the fur market in Beijing and Shanghai was very popular, but now we see that the degree of popularity has begun to spread to China's two or three tier cities.

At the same time, we also found that the demand for fur on the US side is also increasing. The first is the emergence of fur in the fashion show, and two is really cold this year.

Fur trade sales increased by 20% last year, according to data released by the British Fur Trade Association.

Mike Moser, the president of the association, points out that this growth is largely driven by young consumers and overseas tycoons.

"Fur is indeed very popular. It is used as a popular element in the fashion industry."

"BFTA holds a design competition for students of design institutes every year. The number of students participating in this competition has increased by 50% this year, which proves that the younger generation does have a strong interest in fur."

Although Canada, the United States and European countries have strict control over the fur industry, there is a lack of awareness about animal protection in China, and the control of fur industry is relatively lax.

Oaten said, "this phenomenon has attracted the attention of the International Fur Federation."

"China produces so many mink skin every year. One of our first tasks is to confirm whether the Chinese understand animal protection requirements," he said. "We talked to government officials in China a few weeks ago.

The Chinese government has adopted the Council of Europe guidelines for animal protection and has held a long talk on the further implementation of the animal protection agreement.

The biggest difficulty remains: can China ensure that these control measures are carried out in the big country of China?

Oaten said he was a fur control person.

"Many of my jerseys are made of fur," he said. "But I haven't found a fur coat that suits me."