Rational View Of Fashion Brand Celebrity Endorsement

Chinese clothing is the most widely used industry, so that the emergence of "wherever there is brand, there must be a spokesperson".

Yes, brand. Spokesman With the implementation of brand strategy and image dissemination, it has become a great magic weapon for modern enterprises to win in the business war. For the clothing industry, because of the image, feelings, vision, fashion, taste of the special attention, the celebrity endorser can enable consumers to quickly and intuitively feel these elements of the brand, international clothing brand names on the use of celebrity endorsement also attaches great importance to.

There is no denying this. But the problem is that most domestic clothing brands do not really play the role of "spokesperson".

Before 90s, there was no "spokesperson" in China. Star Later, the word "mouthpiece" became popular. However, this is just a change of address. Many brands spend the money of spokesmen, but they just shoot a star's advertisement.

The difference between the spokesperson and the star advertisement is that the stars sell their advertisements only for their portraits and acting skills, while the spokesperson is using the comprehensive resources such as personal experience, influence, taste, public behavior, media behavior and other enterprises to cooperate with the enterprises to fully support the brand, so that the relationship between the brand and the stars is closely related, so that the brand positioning and brand connotation can be fully interpreted intuitively, and provide strong proof for the product characteristics, giving consumers the "substitution psychology".

The endorsement of the spokesperson is not only in advertising, shooting the plane, or attending several media conferences, but throughout the whole period of cooperation. We should use all our public actions to prove our close ties with the brand and show ourselves to be a loyal consumer and firm supporter of the brand.

The drink must be Coca-Cola, not Pepsi Cola. At least, in front of him or his hands, no product or trademark except Coca-Cola can be found. Kobe must wear NIKE's basketball shoes when he participates in any open competition. When he has to wear other brand sports shoes, the brand of the sports shoes must be completely covered; Erwin can only wear the Tissot watch in public, even if it is not the highest and the most expensive; super model Kate Moss must wear Versace custom-made clothes when attending the non show class public activities; Maggie Cheung, the most dressed Chinese actress in the Chinese actress, is the spokesman of French fashion Jean-LouisSee, and has been wearing the brand in public activities. We can see that when Yao Ming appeared in public, he

Only in this way can we call it the real spokesperson, so that we can form a specific, exclusive and close relationship in the minds of consumers, and the social influence resources of stars can be fully exerted.

And most of the domestic clothing brands, when using the spokesperson strategy, just regard the stars as a TV advertisement actor and shoot a model of plane advertisement. Simon Yam passes through several wedding birds suits in front of the public. When Zhou Runfa is wearing casual clothes, will he choose to choose Emil Chau's suitcase with Zhuang Zhuang suit or Armani?

These clothing brands really cost a little money. Such a celebrity endorsement completely lost the meaning of endorsement.

The reasons for such a false representation are as follows: first, the enterprises do not fully understand the real role of the spokesperson strategy and the way of operation; two, because of the proliferation of celebrity endorsements, the spokesperson is in the seller's market, and the enterprises can not make strict demands on the stars. Three is the most fundamental reason. The enterprises do not have a clear positioning for their brand positioning, and there is a deviation between the so-called spokesperson and the brand positioning, leading to the star is not (or not like) the use of the brand.

There are second kinds of endorsement, which appear in the brand of sportswear.

The endorsement of sports stars is the magic weapon of the international sports brand. Therefore, the famous sports brand globrand.com of China has begun to follow suit, and more and more celebrities have been invited. However, after comparison, it is found that the star effect of the international brand is very good, which gives consumers the unforgettable impression, while the star strategy of the Chinese local brand is mediocre.

In essence, the star endorsement of the international sports brand is "true endorsement", while the endorsement of the local brand is "fake endorsement". The difference is that the international big brands have real secret weapons to help sports stars get technical breakthroughs and win valuable gold cards.

At the Beijing Olympics, flying Boulter created Puma's golden running shoes after creating the record. Phelps captured the magic technology of the Speedo brand "shark skin swimsuit" behind the eight gold medal, which left a deep impression on the global audience, thus driving the hot selling and fans of the world. However, there is absolutely no necessary connection between Chinese local brands and spokesmen, but they only helped to put up an advertising film.

China's badminton corps, table tennis corps, and even gymnastics diving stars are all star spokesmen for Chinese sports brands. When they win the championship repeatedly, are there any players who thank a brand's shoes or a brand's jersey? Do consumers have an impression that a brand helped him win the gold medal?

Unfortunately, no, not at all.

Sportswear demands high technology content. It is the foundation of brand building and the internal driving force of brand marketing. When China competes with famous foreign sports brands, a large number of reasons are that the low technology content of sporting goods in China leads to the weak competitiveness and the difficulty in forming the concept of professional sports equipment. For China's sports brand, on the one hand, we must work hard in the field of technology research and development, and really have the trump card to help sports stars win the championship, or start from the positioning, avoid the edge of professional equipment, and start from fashion, leisure and popularization, and it is also a road of competition.

We have learned professional sports equipment, but no professional sports equipment technology strength, please do not have many sports stars, they are also just an actor, but can not assume the role of spokesperson.

The false representation of this spokesman reflects China from one side. clothing We have a long way to go in terms of brand building and management. Fortunately, we have been working hard.