The Influence of Celebrities
Oct 30th, 2010 by phoebe2
I remember there was one question on our midterm that was about Coach sending handbags from it’s rivals to a celebrity. Why would Coach do that? The answer is very simple-Coach thinks the that celebrity does not match with its brand image. In other words, when that celebrity is carrying a Coach handbag, it potentially harms the reputation/impression that Coach has on its customers.
Companies are often very willing to have celebrities carrying or using its products. Why? Because it is a very effective yet not costly way to promote its products. Celebrities are always under spot light, and when fans or ordinary people see their idols wearing a certain brand of clothing for example, they will immediate know that this brand must be a great one and even develop the incentive to purchase one for themselves. Consequently, the brand becomes so easily recognized by a lot of people.
On the textbook, the author uses Christian Louboutin as an example of satisfying psychological needs. Louboutin is perceived as one of the most expensive shoes in the world, yet thousands of women are crazy about it despite its high price. Why? Because many celebrities such as Angelina Jolie, Lindsay Lohan, and Victoria Beckham always wear them. As a result, the psychological need of feeling superior and confident is satisfied when there’s a pair of red sole shoes with you.
Therefore, the influence of celebrities can never be overlooked, because it is closely related to the sales of a company. In the mean time, a company should keep an eye on the most famous celebrities of what they are using, wearing, or carrying.