A lot of individual’s base their style, and sometimes their entire wardrobe on what they see celebrities wearing. Of course, your average, middle-class, individual isn’t able to afford to buy the clothes or sport the exact fashions that the celebs are wearing. However, when there is a celebrity promoting a brand, and it is a well-known, and popular, celebrity, this definitely does have a greater impact on whether or not the individual’s will go out and buy the product.
For example, as I have mentioned Shape-Ups in my January 19, 2011 blog post, they are not the most “attractive” style of shoe. Your average individual would not go out and purchase these shoes in the name of fashion. Also, especially, with the comparable (to the purpose of the shoe) Reebok Easytone and Runtone, these shoes are not at the top of the list. Yet, it seems that when you add a spokes person, whom is a celebrity, it starts to turn things around for the brand.
With celebrity Kim Kardashian, one of the most popular “it” girls, Shape-Ups saw a major increase in sales, giving them the number two spot for footwear brand, according to Andrew Hampp in his article, “How Skechers Shaped Up Into No. 2 Footwear Brand.” The commercial for this brand, presenting Kim Kardashian promoting Skechers, was aired during the Super Bowl, and caught the attention of very many viewers and clearly envious fans. The commercial showed a very “sexy” image of Kim in work-out gear, sporting the Shape-Ups. Clearly, the idea was for individual’s to see how great Kim’s body looked and credit her fitness to the Skecher Shape-Ups. Well, apparently it worked! After the commercial, the brand realized a 30% increase in sales. This just goes to show that individual’s base a lot of their style and fashion on what the celebrities are wearing.
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