Celebrity endorsements: international big-name bipolar performance

● Versace: Unsatisfactory "Buyer"

Figure: Harry Berry is the third Versace girl in recent years

The Queen's granddaughter is an advertising spokesperson. Who else can "cleanse herself?"

Not long ago, a British princess shot the first commercial advertisement of the royal family. She was dressed in an Italian branded low-cut evening dress and pink high-heeled shoes. She spoke easily for a certain car brand. It is said that the princess was to “support the sea” in order to support a sports industry. This year, even the granddaughter of Queen Elizabeth of Britain shot an advertisement as a spokesperson. Who else can "cleanse himself?" Whether it is a brand or an individual, everyone wants to profit from it. But how many more can successfully enter the hearts of consumers in the overwhelming endorsements? How many more are they but are the "junk" on both sides of the road?

Yse or No: The Big Two International Polar Performance

Square: International superstars help the brand develop new markets.

Anti-party: Celebrity endorsements sometimes affect the brand image.

　 ● Luxury Brands: Favorite International Superstars

Careful readers will find that in the fashion magazines of the past two years, many luxury brands prefer to use famous movie stars as spokespersons. The most famous example is CHANEL's NO5 perfume and Nicole Kidman. Or a movie and television commercial, romantic pink tone makes people intoxicated; LV also spent a lot of money to find famous Hollywood beauty Uma Thurman endorsement, the designer also said that Umma's image is very feminine, she can be surrounded by cement The icy environment formed by concrete has created a strong visual gap and shock. Of course, everyone also remembers the grace of the previous spokesperson Jennifer Lopez.

Why are these international brands willing to spend a large amount of money on celebrity spokespersons? According to Hong Kong's famous fashion designer Deng Dazhi, it is a commercial strategy for luxury brands targeting emerging markets. For example, if a French luxury brand wants to explore the Asian market, he wants to increase his popularity and awareness more quickly. The most convenient method is to use a star with international reputation (most commonly from Hollywood, with certain titles). But the premise is that the entire publicity plan must be fully implemented, or else if you ask for a bigger star, it may be a waste of money.

However, among these activists, there are also unsatisfactory "buyers." Versace, who has been replacing the speaker in recent years, seems to have never found his direction. The earliest use of Madonna, spent 5.5 million US dollars, but later that the other party's temperament does not match the "high-level OL uniforms," ​​and parted ways, this is the second time the two sides cooperated, but always unhappy. Sister Na’s sexy popularity led the brand to quickly turn its eyes to the once-popular Demi Moore, who also took a series of new advertisements at a high price. Finally, she did not even see the hard photos. Zhang. By the Spring/Summer 2006 series, the spokesperson replaced Harley Berry, the Oscar-winning Oscar-winning actress. It is said that the spokesperson has achieved good results. However, after several rounds of downs, they have indeed tossed. It was already on the market in the spring of 2007, and it did not see any new moves from Versace.