Why Are The Stars Of Luxury Brand Endorsements Always The Same?

The Shanghai mall in Nanjing West Road, Shanghai, has recently posted a huge billboard spanning five storeys.

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And the protagonist of the advertisement is Wu Yifan, who has just been identified as the first Chinese spokesperson by Burberry.

Think back to what stars you have seen in the promotional campaigns and advertisements of luxury brands in 2016. This list may not be long.

I glance at micro-blog Michael Kors, Chanel, Chloe and Tiffany roughly.

The number of Yang Mi, Ouyang Nana, Ni Ni and Gao Yuanyuan in the female stars was found in the card account. The frequency of Yang Yang, Li Yifeng and Wu Yifan was the highest among the male stars.

The statistics of professional institutions should be more comprehensive. According to a joint survey of 4 million WeChat accounts and 60 thousand micro-blog according to data analysis firms Bomoda and consulting company R3, a report released in August this year shows that the number of posts, the number of Posts read and the number of awards received by celebrities such as Wallace Huo, Fan Bingbing, Angelababy and Liu Wen are the most advanced.

This basically coincide with our subjective feelings on weekdays. Whenever Liu Wen's bags and Yang Mi's street show at the airport, their brand, style and price will soon be turned over.

The names of micro-blog accounts and WeChat public numbers in fashion matching are also a frequent visitor.

Celebrities, celebrities and high-end fashion brands are inextricably linked. This is hardly a new topic.

Napoleon, Queen Josephine of the French Empire, was a fanatical fashion lover herself. Because of her partiality, tailor Leroy Cain became one of the most famous designers at that time.

Without Audrey Hepburn, without her performance in Tiffany's breakfast, Givenchy and his dress dress will not become famous.

But at the moment, a more worrying question is whether high-end fashion brands are too dependent on celebrities.

Under the constant glare of the magnesium lamp, is the brand itself simplified to a few pop stars often worn by the stars? Open Taobao and enter "Yang Mi". You will see 100 pages of search results ranging from tens to thousands of thousands, with Alexander Wang hollowed sweater and Michael Kors cowhide camera bag.

Fashion brands are not not aware of these problems, but according to a senior manager of a multinational public relations company, these are all short term KPI caused by fashion brands. Stars can stimulate sales of a single product and help brands complete performance requirements, especially when the retail environment is bad.

Under this logic, if the brand wants to cooperate, it is natural to find the most popular star with the strongest appeal and the best image.

And the stars who meet these conditions will not be able to count too much, which will lead us to see those people.

In fact, when micro-blog and WeChat users are concerned about foreign stars, the situation is almost the same.

In the Bomoda report mentioned above, Taylor Swift, Kendall Jenner, Gigi Hadid and Rihanna are the most influential foreign stars on WeChat platform.

Not long ago, Jonny Johansson, the founder of Acne Studio, even gave a name by her name: "in the past 10 years, celebrities have come to wear (brand design) something has changed, that is, marketing is more important than everything.

For example, Rihanna, she just made a brand new, irrelevant expression.

Her voice is very amazing to express herself, but other exchanges are soulless.

But for the long-term construction of the brand, such as investing in a movie, making a good exhibition, etc., the time, money and willingness of high-end fashion brands are falling.

Of course, the high-end fashion brands may argue that our frequent use of young stars is also building the brand for a long time. Back to the Wu Yifan we mentioned at the beginning, Burberry is aiming at the future market of the millennial generation.

But using stars also means taking on the risks they bring.

MontBlanc and Dolce & Gabbana have worked with Lin Dan, Lin Dan is MontBlanc's "brand ambassador", and Dolce & Gabbana has made personal albums for Lin Dan.

But after the bad news, high-end fashion brands need to re evaluate the impact of events on brands and how to deal with them.

At this point, we may find that companies that focus on long-term brand building will be more likely to stand trial when confronting star negative news.