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GLOBAL INVESTOR 1.16 — 26<br />
NEW MARKETS<br />
MUCH MORE<br />
THAN JUST A<br />
PRETTY FACE<br />
The use of celebrities<br />
in fashion advertising<br />
has increased in<br />
recent years. From<br />
Chanel to Louis<br />
Vuitton or Burberry,<br />
we all have images of<br />
celebrities representing<br />
the brand more<br />
than the specific<br />
items advertised.<br />
With the use of celebrities,<br />
companies not<br />
only advertise their<br />
latest products but<br />
also brand values by<br />
“creating the buzz.”<br />
The use of Mikhail<br />
Gorbachev in a Louis<br />
Vuitton advertising<br />
campaign received<br />
the kind of attention<br />
and buzz that is regarded<br />
as a measure<br />
of success these<br />
days. The extensive<br />
use of Kate Moss or<br />
Cara Delevingne in<br />
fashion advertising<br />
now has more to do<br />
with the way they<br />
inspire customers.<br />
Celebrities understand<br />
it well and take<br />
the opportunity to<br />
develop their own<br />
fashion lines. Kate<br />
Moss is developing<br />
a line for the UK label<br />
Topshop. Beyoncé<br />
has her own line.<br />
Victoria Beckam successfully<br />
transitioned<br />
from a singer to an<br />
influential designer.<br />
✖<br />
FOR MORE ON<br />
ADVERTISING<br />
AND MARKETING,<br />
GO TO PAGE 30
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