If one desired maximum exposure for their wares, then celebrity endorsement is the best course of action. Celebrities have always been the best endorsement commodity for fashion ware for their popularity, inspirational reach and media magnetism place them toward the top of social hierarchy. We as a society have been taught through media to admire celebrities for their high social-status and adopt them as role-models, making them the perfect salesmen. (Kurzman etal. 2007, p. 348)
Many companies seek out celebrities for endorsement, which is an expensive yet effective move. Street-wear entrepreneur Shaun Neff began his business in head-wear in 2002 and soon became the “first authentic core snow and skate headwear company in the world”, according to his website neffheadware.com. (Neff 2015)
Starting out, Neff lacked the funds to afford celebrity enforcement, yet knew he needed to appeal to high-profile fans to reach high with his business. As a kick starter, he gave away beanies and headbands of his Neff brand to amateur snowboarders to gain ‘street cred‘. This paid off in the end, having his brand taking off and gaining popularity, eventually gaining the interest of hip-hop stars such as Lil’ Wayne and Snoop Dogg, as well as interest for various athletes, expanding into surf, skate, and snow niches. Neff states his bussiness reached an increase in revenue of more than 300% over the past three years. (McDermott 2012)
Having a high-profile celebrity sport a business’s wares will attract the same level of public attention to the business as the celebrity does to themselves, naturally. To an already established business, a celebrity enforcement can sky-rocket publicity and sales. H&M, a well known European retail store has collaborated with the famous football (soccer) player David Beckham on a couple of occasions since 2013 to promote his body-wear line, featuring his favoured H&M clothing items. With his sex appeal and popularity, this naturally gained great public interest.
Again in early 2015, Beckham promoted a spring-range of ‘Modern Essentials’ of his own H&M selection ad being shot by Monsters Ball director Marc Forster. (Kilcooley-O’Halloran 2015)
The more popular a celebrity is, the more popularity a product will attract. By having a model of high-social status promote a product, sales will take off and gain a momentum of interest as it gains more exposure, sales and funds for further promotion. Celebrities prove to be a great sales tool.
Kurzman, C, Anderson, C, Key, C, Le, Y Ok, Moloney, M, Silver, A, & Van Ryn, M W. 2007, ‘Celebrity Status’, Social Theory, vol. 25, no. 4, pp. 347-367, viewed 25 September 2015, <http://www.jstor.org/stable/20453088?Search=yes&resultItemClick=true&searchText=celebrity&searchText=fashion&searchUri=%2Faction%2FdoBasicSearch%3FQuery%3Dcelebrity%2Bfashion%26amp%3Bacc%3Don%26amp%3Bwc%3Don%26amp%3Bfc%3Doff%26amp%3Bgroup%3Dnone&seq=2#page_scan_tab_contents>
David Beckham unveils new menswear range for H&M, image, n.d., viewed 25 September 2015, <http://www.telegraph.co.uk/men/fashion-and-style/11356996/David-Beckham-unveils-new-menswear-range-for-HandM.html>
McDermott, J 2012, 4 Ways to Get a Celebrity Endorsement, media release, 26 April, viewed 25 September 2015, <http://www.inc.com/john-mcdermott/celebrity-endorsements-get-famous-fans.html>
Greenman, A 2014, David Beckham for H&M, media release, 10 September, viewed 25 September 2015, <http://www.therichest.com/rich-list/most-influential/10-of-the-most-successful-celeb-endorsements-of-all-time/2/>
Kilcooley-O’Halloran, S 2015, David Beckham’s H&M Wardrobe, media release, 20 January, viewed 25 September 2015, <http://www.vogue.co.uk/news/2015/01/20/hm-david-beckham-modern-essential-edit>
Neff 2015, viewed 25 September 2015, <https://www.neffheadwear.com/about>
Neff, n.d., image, viewed 25 September 2015, <http://www.buckmans.com/company/neff/>