Wednesday, 12 July 2017

Why do Celebrity Endorsements Work?

Celebrity Endorsements, David Beckham, Kent Curwen
Does the face of David Beckham really make us want to buy Kent and Curwen clothes?

From Justine Bieber and Calvin Klein underwear, to George Clooney and Nespresso coffee, celebrity endorsements of products have become a mainstay of marketing campaigns in most industry sectors, but why do brands place so much emphasis on celebrity brand ambassadors; does it really make us buy their products?




In some cases, celebrity endorsements are little more than the celebrity appearing in some adverts and agreeing to promote the products at a few events, but in other cases, such as David Beckham and Kent and Curwen, and Pharrell Williams and Billionaire Boys Club, the celebrities have taken an active role in the business and invest their time as well as their money.

One thing’s for sure, there’s a lot of money in celebrity endorsements, both for the brand and for the celebrities. Here are the reasons why brands, like Billionaire Boys Club and Kent and Curwen, are so keen to be associated with big name celebrities like Pharrell Williams and David Beckham.

A familiar face sells product
Whether or not you a big fan of football, David Beckham’s face will no doubt be familiar to you and that alone is worth money to a brand. The fact that David Beckham not only promotes the  Kent and Curwen clothing range, but he also has an input the design of the clothes, will be enough to make many people at least sit up and take a look.

People want to emulate celebrities
David Beckham’s involvement with Kent and Curwen is a perfect synergy. His credentials as an ambassador for England tie in perfectly with the traditional English style of Kent and Curwen. In a similar vein, Pharrell Williams branching out from hip hop music into fashion with his brand Billionaire Boys Club was a natural move too. Both celebrities have a ready-made captive audience of fans who would love to be just like their heroes are, so what better way to let their fans emulate them than to give them a chance to wear the same clothes that they do.

They extend a brand’s reach to different demographics
Celebrities with a good reputation are usually followed by a wide range of people from different types of backgrounds and of different ages. The linking of David Beckham’s name to the brand of Kent and Curwen, for example, has no doubt brought the brand customers who would not otherwise even thought to have shopped for clothes at Kent and Curwen. Likewise, Pharrell Williams’ appearances on The Voice will have opened new markets for Billionaire Boys Club.

It infers quality
When people see that millionaire celebrities are using or wearing a product, they assume that the product must be a high quality one. The assumption being that George Clooney wouldn’t drink cheap coffee, any more than David Beckham would buy clothes at a discount clothing store.

It makes advertisements more memorable
A familiar celebrity face will also make advisements more memorable. If you think about all the ads that you saw on TV last night, the ones that you are most likely to remember are those that had a big name celebrity fronting the advertisement.

The fact that celebrity endorsements do work so well means that, very often, the celebrity will have no involvement with the brand other than to appear in advertisements. There is every possibility, for example, that Arnold Schwarzenegger has no idea what Compare the Market do, and nor does he really care.  In some cases, though, the involvement of the celebrity with the brand runs much deeper, as is the case with David Beckham and Kent and Curwen, and Pharrell Williams and Billionaire Boys Club. Either way, the main reason that celebrity endorsements work is because, in the main, people believe them.


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