9 Steps To Successfully Establish The Relationship Between "Star And Brand", Have You Done It?

Facts have proved that cooperation with star endorsement.

It has great attraction to consumers, so it is also a kind of

Assets.

More and more

The brand is beginning to form a habit and collaborate with celebrities to launch such products.

Design capability is not what retailers really want in cooperation with stars.

They hope to embody the celebrity effect in the market promotion. Retailers also get other benefits from the cooperative products with stars, that is, "star products" as bait to promote the sale of other products.

Remember that British TV host, arisan Chung, and the American Cowboy brand AG Jeans have launched 20 series of products? This is the trend that the fashion industry has never stopped: Star clothing lines, stars or insiders design products, but in fact, they are not designers at all.

There are countless examples.

For example: Kanye West (American rap singer) Adidas series, Kate Bosworth (American actress) Topshop series, Kate Hudson (American actress) Ann Taylor series, Nicky Mina (American female singer) K-Mart series, Beyonce's H&M series, and any Kardashian / Jenna sisters endorsement series and so on.

But don't count Vitoria, Beckham, because she has already recognized the fashion industry with her works and ideas.

As for most of the star products, how many "design" components are at best limited? What exactly makes consumers want to buy the products of Star clothing line?

Usually, as a part of the paction, these stars endorse products, and usually they are photographed with photos of their fabric panels or standing next to the sample rack to prove that they are related to the creation of this series of products.

The situation has changed and the effect has changed.

Realistically, Rihanna and Beyonce can achieve brand cooperation mainly because they have a large number of fans who have fashionable taste.

Rihanna has 57 million Twitter fans and 40 million Instagram fans, while Beyonce's Twitter and Instagram fans are 14 million 200 thousand and 65 million 800 thousand respectively.

Most of these fans are "die of loyalty" and want to dress up like their favorite superstars.

Facts have proved that the cooperative products endorsed by them have great attraction to consumers, so they are also brand assets.

More and more fast fashion brands are beginning to form a habit and collaborate with celebrities to launch such products.

We have been witnessing the star's consumption driving force in fashion.

When Adidas, Puma and A.P.C. are developing further than other brands in the market, they are still subject to budgetary constraints.

Without a star like Rihanna, consumers who want to reach the same size will need more money.

Rihanna's Twitter status does have a huge influence, but these are not cheap. These stars will eventually make the brand pay a lot for them. In fact, they will ensure some official gains.

Therefore, it is a common thing for big stars (non designers) to collaborate with brand interior designers to launch products, because brands can afford them.

For example, since Barnes launched a series of products with Jay Z (American hip-hop singer), the American high-end department store has been very dependent on this strategy.

This series did not achieve the expected goal, and consumers resisted buying Jay Z products, because clothes or accessories were not well done.

This cooperation has also been ridiculed by fashion writers.

After that, Barnes came to NBA star Weiss Brooke to continue working with men's wear products.

Surprisingly, Brook's cooperation has influenced Barnes's new potential consumers since the first show in 2014.

With the rise of social media, such cooperation is more meaningful.

More and more stars often interact with fans and share their lives online, and the public is more familiar with them.

Nowadays, NBA stars are really good representatives.

Brook told the women's Wear Daily: "I am like a designer, and my personal style changes every quarter."

He continued, "I shop all the time, and sometimes I go online to find favorite websites and unknown brands."

From here we can see that Weiss Brooke likes fashion, but he is not a regular designer.

Design capability is not what retailers really want in cooperation with stars.

They hope to embody the celebrity effect in the market promotion. Retailers also get other benefits from the cooperative products with stars, that is, "star products" as bait to promote the sale of other products.

If retailers can use these "special" products to attract consumers to their stores or their websites, they will have more opportunities to sell this series of products and even other commodities, which is a key factor in many "designer Volkswagen brand" products.

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9 steps to successfully establish "star brand" relationship

Proper star brand relationship can become a beneficial tool for establishing a fair and reliable relationship between brand and consumers.

On the other hand, the wrong partnership can destroy a brand.

It is estimated that 50 billion US dollars are spent on sponsorship and star endorsement, and the number has increased over the past few years, indicating that brands have seen huge returns in these partnerships.

The good cooperation between Michael Jordan and Nike, David Beckham and H&M promoted the brand recognition and sales growth, and created a positive response for the brand.

However, not all brands should be endorsed by celebrities. Some are embarrassing.

For example: because Justin Bieber wears, do men really want to buy underwear for Calvin Klein (the top fashion designer in the US)? Many times, stars are chosen on the basis of whom the brand team wants to see more than who is more consistent with brand tonal.

To put brands together with celebrities, there are many important factors to consider: cooperation between the two sides, prudent formulation of unique brand plans, and flexibility in dealing with unavoidable medium-term adjustments.

Here are a few steps that brands should take when considering star cooperation.

1 set goals

To enhance brand awareness, increase sales volume, guide consumers and release new products is only part of the reason why Brand Company is seeking help from star effect.

You also need to consider what kind of consumers the brand wants to reach, and what kind of fans foundation the star collaboration will bring. Do not throw everything into the market without segmentation.

This will help your brand and creative team to set more specific goals to understand the expected consequences of cooperation.

It is best to have a specific consumer department to dilute the impact of brand involvement on Star collaboration.

2 advisory expert opinion

Advertising companies are a good choice to do this, but if they don't go deep enough, it will be very risky to use personal experience in the brand.

Brands should seek specialized agencies to help evaluate and select stars who cooperate with brands, make sure that they understand the needs of brands, do not compromise with any other side, and do not rely too much on the talents in a brand team.

3 know how to impress the star partners.

Not all stars are driven by money.

Smart people will use the non cash value of their brand cooperation as a reward, such as promoting celebrities with non-traditional retail or online channels.

Understand the key trigger points of each star collaborator and then meet their specific needs.

The distribution of brand media / promotion resources will have an important impact on the star's agency fee requirements.

4 measure everything.

Once the objectives are identified, the bottom line of key performance indicators should also be established.

The impact of star cooperation on sales growth, media exposure and social activities is a measure of success.

5 direct contact with celebrities

Stars usually have several layers of personas: personal assistant, business manager, booking agent, spokesperson, record company, etc.

Take the most cost-effective way to cooperate with the star's personal assistant.

Intermediaries through the middle tier will increase additional Commission.

In order to achieve the most cost-effective way, brands need to be as close as possible to celebrities, especially when additional requirements are placed outside the contract to meet unexpected needs.

If they are directly related to star assistants, these requirements can generally be taken care of.

6 consider the value of stars.

The most important criterion for deciding which star to work with is to find the person who is consistent with brand values.

Finding a spokesperson for a brand is equivalent to hiring a spokesperson to publicize Brand Company and its values to potential consumers.

It is also necessary to understand whether the star collaborators have created a valuable image of the brand.

7 long-term vision

It is tempting to cooperate with popular stars in order to attract the public with every move of the stars, but you need to consider whether such cooperation can bring long-term benefits.

As the front of the brand, the star's gesture will reflect your brand positioning.

8 achieve common goals

Once you find the star who matches the brand, you need to discuss the brand goal.

No deal can be reached at the end of the day.

The best star collaborators want to know what brands expect of them, and know the activities and agreements they are going to attend, so don't be afraid to let them know the expectations of the brand.

After the two sides have reached an agreement, you can work out the best plan of activity.

But remember, star partners want to ensure that their needs are included in the paction, regardless of whether they want to consolidate their reputation through the brand or with more additional sponsorship opportunities to contact more consumers.

9 pay close attention to pactions.

After the paction is reached, star brand managers usually change their concerns, which is the cost of dealing with unnecessary intermediary.

You need to take part in the paction and make judgments until the final decision is reached to ensure a successful cooperation.

In the eyes of consumers, it is great to see their brand vitality when interacting with star partners. This is the reason for "raising soldiers for thousands of days and employing soldiers for a while."