Celebrities Promote Fashion
Whether it is Anne Hathaway or Catherine, the Duchess of Cambridge, celebrities love wearing top unique designer creations, especially when attending high profile occasions like state dinners or the Oscars. What follows these celebrity occasions is more interesting, as there is extensive coverage of fashion brands (which celebrities wear and endorse) in the media, especially the fashion magazines, electronic media and social platforms. This essay looks into the influence that celebrity have on consumer behavior with regards to fashion brands. Inasmuch as celebrities are major drivers of fashion trends, at the same time, it is important that a designer or producer in the fashion industry should consider the credibility of the endorser to be involved. Firstly, the essay discusses the celebrity identities and relationship with consumers, then it looks into the impact of this group of people on the fashion world and finally it gives an example of a celebrity in David Beckham, a retired British soccer star.
The making of a celebrity has continuously evolved over the last two and a half centuries. Celebrity identities can be traced back to the ancient Roman emperors and Greek heroes, who acquired public respect and admiration through their deeds, being born in elite families also helped people become famous in those days (Cook 2011).
The Essay on The Negative Impact of Celebrity Fashion on Teens
... family. Tying into this, celebrities are a big impact on teen fashion. Ashton Pittman also states that often, fashion for teenagers is the ... look at celebrities and say ... result of the desire to be like a celebrity. Teens ...
While talent mattered a lot for one to be termed a celebrity in earlier days, today, one can become famous for other varied reasons, among them being a celebrity for the sake of it. Walsh (2013) notes that the amount of money one has, and the level of media coverage is the most influential factors in the making of celebrities. This author also highlights that there is reduced relevance, compared to earlier years, of contributions to the society, talent, intelligence and quality of character in the construction of celebrity identities.
Evidence shows that the creation and utilization of fame is founded on desire, attachment, emotions, emulation and Para-social interaction. Celebrities are talked about in an intimate language, which has increasingly become a sellable commodity in the fashion world (Holmes & Redmond 2006, p. 34).
The celebrity culture is said to be among the best ways of mobilizing desire, whereby it enjoins this feeling with an animated object that permits far-reaching identification and attachment compared to inanimate objects. In addition, to renew desire, celebrities may reinvent themselves. In this way, they become the ultimate efficient resource that aids in the development of a global desire. In the process, they humanize this desire (Holmes & Redmond 2006, p. 40).
In a research study carried out by the University of Arkansas, it was found that consumers in the United Kingdom actively use celebrities to assist them establish their own images and identities. This study concluded a far more complex influence on consumers by celebrities than just getting meanings and messages in a passive way and adopting them as part of their lives (Flanagin 2012).
Nevertheless, the researchers highlighted that celebrities remain a critical resource of marketers and advertisers with regards to influence on purchasing decisions by consumers. To deduce the relationship between celebrities and consumers, the researchers Cocker and Banister interviewed eleven British students. After analyzing all the interviews, it was concluded that consumers are influenced by several consumer-celebrity relationships to arrive at their personal identities (Flanagin 2012).
In his research paper, Arfgen (2011, p. 15) highlights that there is high popularity among celebrity endorsers, who have a positive effect on a brand, but he also notes that this is only possible in the presence of an efficient communication process. Moreover, the researcher concluded that in order to experience the intended results, the brand managers should choose highly credible celebrities. In addition, Arfgen deduced that physical attractiveness of a celebrity, particularly in the fashion industry like a make-up brand, has a positive impact on the brand image (Arfgen 2011, p.15).
The Business plan on The Personality of Luxury Fashion Brands
Charles and Keith is a multinational company that is fashion industry dealing with brand from Singapore. It offers both men’s and women’s fashion collections. Their products include ties, shoes, belts, wallets, sunglasses among others. The company is owned by Charles Wong and his brother Keith Wong. It was founded in 1996 in a place called Amara Shopping Centre in Singapore. The purpose of this ...
Contrary to what many people believe, fashion is not exclusive to the apparel industry, and it is found in everything from the skies to the food to the happenings in the city; however, fashion is mostly synonymous with clothing, footwear, body piercing, makeup, furniture, and accessories. Mostly, individuals’ preferences are highly influenced by the way they interact with each other within the same group. This external factor greatly molds people’s habits, attitude and perceptions of fashion and style (Mccollins Media 2013).
Nowadays, big occasions feature celebrities, particularly female, wearing top creations whose creators they recognize in a bid to boost the sales. Public relations professionals have the opinion that having a celebrity wear a designer’s creation has a bigger influence on the consumers than if he concentrated on the brand’s development (Bourne 2012).
Celebrities wear outfits that they endorse or which reflect their style, personality and highlight their individuality. Indeed, these famous people are appreciated regardless of whether they wear common brands or luxury fashion, because whatever is associated with them is regarded to as the next ‘big thing’. In this view, famous newswires and magazines mostly feature celebrity styles to gain popularity, and on the return offer a cost-efficient advertisement method for designers and producers, which further highlights the importance of this endorsement (Mccollins Media 2013).
The electronic media including radio and television also have specific features for fashion, which they do to appease their consumers, and not necessarily at a cost to the designers. In addition to the magazines and the electronic media, many celebrities enjoy a good following in the social media such as in Face book and Twitter, and they use these platforms to further popularize their endorsed and loved fashion products (Mukherjee 2009, p 15).
The Essay on The Media Influences The Public's Perception Of Reality
One problem that plagues us everyday without us even realizing it is media bias. We see it in the news. We see it on our favorite sitcoms. We read it everyday in the paper. Yet, we really don’t recognize when we hear it or see it. The media bias is evident to exist and can provide us with false information and realities. We, the public, should learn to not be as easily influenced by the ...
David Beckham, a renowned British soccer player for the last two decades, is a good example of a celebrity who has had an immense influence on the fashion world, particularly in men clothes. The Italian designers, Dolce & Gabbana, have named the now retired soccer star as being among the most influential persons in the fashion industry. In addition to making brands strong in the market, Beckham has popularized the wild, natural style of the Britons to the rest of the world, something that had not been experienced before he featured in the fashion world (Stuff.com 2014).
The stars latest campaigns on underwear have boosted interest in these clothes from both men and women. In fact, brands endorsed by Beckham have experienced around 30 per cent increase at a time of difficult economic environment, and are often referred to as ‘recession-busting items’.
Besides Dolce & Gabbana, Beckham has also endorsed a range of men’s underwear for H&M, a high-end market brand. Analysts have noted that Beckham has been such a phenomenon that he influence men to look into fashion without fear, which was the characteristic experience before (Winter 2013).
Campbell (2003) reported that, according to an academic study, Beckham had become a global force in making the world a better place, particularly in changing men’s attitudes in issues concerning babies, love, sex and even hanging out with friends. His influence was synonymous among all British residents between the ages of five and sixty. Through him, there has been an introduction of a unique masculinity concept, which is manifested by the change in behavior among men with regards to fashion (Campbell 2003).
Dolce Gabbana H&M
We can conclude that the celebrity culture has evolved over the last few decades, and mobilizing desire has become on of their functions. Indeed, many consumers in Britain, besides being influenced on purchasing behavior, establish their self-image and identity through assistance from their favorite celebrities. More importantly for brand managers, credibility is a determining factor on results of celebrity endorsements. Today, celebrity role in brand image is said to be more important than the impact of brand’s development by a manager; therefore, designers have turned to be celebrity hunters. What makes this group more influential in advertising and marketing is the fact that, they have larger coverage through magazines, electronic media, and the social media, all which cost less for the designers. The perfect example of celebrity influence is David Beckham, who has boosted brands like Dolce and Gabbana, and H & M, besides changing men’s approach to fashion.
The Term Paper on Upper Class Men Fashion Time
Roles in society keeps changing for everyone as time passes by. Sometimes the changes are drastic while others are slight, and some roles swap over while other roles develop. As we go through the early stages of the millennium we can compare and see just how the role of men has changed. This can come about from changes in public attitude, sexuality, politics, economy, arts and media, just about ...
