In Yaeyoung Youn’s blog, “What’s UGG marketing strategies? Why it’s all over the place?” she talked about how the popularity of UGG boots spread through its use and endorsement by the popular celebrities. I agree with Yaeyoung that celebrities serve as a “reference group for current fashion trends,” and that this is an effective way to market various products.

On the official UGG website, it is stated that, “In 2000, UGG Sheepskin boots were first featured on Oprah’s Favorite Things® and Oprah emphatically declared that she “LOOOOOVES her UGG boots.” From that point on, the world began to notice.” Undoubtedly, with so many fans and followers, celebrities can exert a strong influence in generating consumer awareness and interest in products. Especially, Oprah being one of the most influential women, UGG was able to easily gain publicity and word-of-mouth communication about their brand and product.

Hence, it seems that celebrity endorsement of products can be a very effective tactic if used correctly. For example, marketers of brands can specifically reach out to high profile singers, actors, and athletes who align the brand’s value and lifestyle to feature them on advertisements. Also, by selecting celebrities who are popular and influential amongst the target group of the brand or product, marketers can easily reach out to their target market to generate interest and demand for the products.

*Example of common use of celebrity endorsement for products and brands in South Korea.