The Role of Celebrity Endorsements in the Fashion Industry
Celebrities endorsing fashion brands or celebrities as brand ambassadors have been practiced in the global fashion industry for a long and the same is also applicable at the domestic level across various countries. There is no guarantee of success in celebrity endorsement, however, in the competitive and ever-evolving global fashion and retail industry, celebrity endorsement has become imperative for brands to gain popularity, and visibility and drive more footfalls and sales. At the same time, celebrities are also adopting and finding this arrangement of their interest, it helps celebrities to remain in the long-term memory of the masses and also capitalize on their fame. Celebrities can be of any industry i.e. film/entertainment/music, sports, politics, social welfare, and so on.
List of Celebrities Endorsing Brands
The list of celebrities endorsing brands is too long and cannot be accommodated here, let me write just a few of them here, Jennifer Lopez, Nick Jonas, Uma Thurman, Eva Longoria, Lady Gaga, Megan Fox, Adele, Leonardo DiCaprio, Miley Cyrus, Lucy Boynton, Kiki Layne, Millie Bobby Brown, Danai Gurira, Emmy Rossum, Lady Gaga, Brad Pitt, Zendaya, Bollywood celebrities, cricketers and other sports players and many more celebrities from different industries and different parts of the world. Similarly, the list of brands those are endorsed by celebrities is also too long, a few of them are, Calvin Klein, Herve Leger, Free People, Donna Karan, Valentino, Coach, Christian Louboutin, Bottega Veneta, Hermes, Dior and many others from various parts of the world.
Endorsement Campaign
Celebrity endorsement directly affects consumer behavior and their approach towards the brand, either positive or negative, sometime the campaign can yield a negative impression also. The endorsement campaign should properly align the product with celebrity, release timings, relevancy and acceptance and many other factors to be considered to make it more effective and result-oriented. Due to their massive fan following and influential status, celebrities can significantly impact the purchase of the fashion brand/product and impact the decisions of the consumers. Additionally, today is the digital era, and social media have emerged as massive spreaders bringing visibility to such endorsement campaigns and making them viral, thus, bringing a quick turnaround of the product or brand. Platforms like Instagram, Twitter, Facebook, TikTok, etc., have given more engagement and allow consumers and celebrities for more personal communication. A celebrity using/wearing or endorsing a fashion product/brand, connects with the audience because we always have a desire to look like the celebrity, we resonate with the values and image represented by the celebrity.
