The world of fashion is incomplete without incorporating celebrities into it. Celebrities represent a style of indulgence and high lifestyle which influences people to a great extent. They stand out as a distinguished brand which general public follows to a much madly extent.
Moreover, in fashion industry, brand endorsement by a celebrity has gained popularity and almost every brand now is considered to essentially have an endorsement by a celebrity in order to gain popularity. Celebrities influence greatly on people’s mind to make decisions while selecting a brand. Selecting a luxury brand is like selecting a life style, and when your favorite celebrity endorses a luxury brand it becomes even more than that.
Endorsements by celebrities is not limited to fashion, every category of products has celebrities endorsements. From fashion apparels to wrist watches, Hollywood celebrities are seen everywhere wearing their brands. However, endorsements by celebrities can also get complicated for a particular brand as well. When a celebrity endorses a specific brand, he personifies the brand with his personality – people transfer the personality and style of the celebrity into the brand’s individuality.
All the personality attributes of the celebrity represents the brand. The living style and what the celebrity says are all attached with the brand. Particularly for luxury brands, where the brand personality cannot be changed every now and then, celebrity endorsement becomes crucial. Therefore, there are certain guidelines while selecting a celebrity for endorsing your brand.
The celebrity you are choosing should have a history of credible life style. No matter how glamorous or beautiful he or she is if credibility is missing then your brand can not earn respectable reputation.
We are living in a global world where brands have global presence, therefore the celebrity with global appeal and presence should be selected. This means that the celebrity should not only be famous worldwide but should be liked accordingly.
It is quite important that the brand’s personality matches with the personality of the celebrity. A luxury brand must be endorsed by a celebrity with a known luxurious living style and classy personality.
For luxury brands it is important that celebrities do not overshadow the brands. A brand should have a strong appeal itself which is to be adapted and endorsed by a celebrity.
It is also important that the celebrities honestly endorse the brands; by using the brand’s products publically and making the brand a part of their living style.
Fashion is ever changing however; a brand’s personality remains the same. Thus, it is important to make sure that the celebrity’s personality matches the brand’s personality all the time.
It is not an easy task to select a celebrity to endorse a brand and get a break through, it requires promising efforts by the celebrity and brands should be well matched with the personalities of celebrities.
When I read that article, I couldn’t help laughing because I remembered what had happened to Britney Spears once. She was in a Pepsi-advertisement so she was bound to order Pepsi (and not Coke!) when she was out. And one day she was caught drinking Coca Cola in a caffe (or a restaurant, I don’t remember). Now that was really stupid of her.
While Pepsi is not a luxurious brand, this is a good example of how careful brands need to be when chosing a celebrity to represent them. The need to opt for someone reliable and also for someone who represents their idea of life and lifestyle (as mentioned in the post). For it’s a two-way story: a celebrity might sell your brand but might ruin the campaign you’ve been building over time.