Marketing for products nowadays aren't just going with the traditional techniques such as posters and massive billboards. There has been an increasing influence in the world of advertising where celebrities are being used to represent or endorse a product. By using celebrities, it's said they are supporting the celebrity if they're a fan of them or they see them as an icon in a particular area such as fashion thus, influenced by their fashion style. Celebrity endorsement is meant to increase the average amount on sales of the product but it depends on how popular and well-known the celebrity name is in the media. If the celebrity doesn't get a lot of media coverage then using that particular celebrity won't be worth using to endorse the product.
An example of an celebrity endorsing a fashion brand is Kim Kardashian who also own Kardashian Kollection which is an fashion-line founded by herself and her sisters Kourtney and Khloe Kardashian. They had a partnership deal with Dorothy Perkins which was meant to promote the clothing-brand since they were the exclusive suppliers of the Kardashian Kollection fashion in the UK.Using celebrity endorsement is quite risky since the celebrity name is meant to be embedded into the brand so it's memorable for consumers. Hence, consumers will remember the celebrity (depending on how popular they are in the media) as well as remember the particular brand their name is linked with. Dorothy Perkins took a risk when deciding to be the suppliers for the Kardashian Kollection in the UK. They believed by being the sole suppliers for their fashion-line, it would increase sales for their own brand-clothing. However, this may have helped boost their own sales a bit but the majority of consumers would only be going to Dorothy Perkins just for the Kardashian Kollection being sold there.
Source: http://adage.com/article/cmo-strategy/marketing-celebrity-endorsements-push-product/146023/
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