A new week in uni, and new things to learn. I had posted about celebrities endorsements last week and to my surprise, my today’s lecture was based on the same by having the collaboration and endorsement part to it. Well before today’s lecture I thought there are only benefits of collaboration and endorsement, I never thought one can face disadvantages of the same. There are many fashion brands that have collaborated, for e.g. H&M and Givenchy collaborated, Jimmy Choo and H&M collaborated. If looked in the broader aspect, Jimmy Choo would have suffered a disadvantage. Since Jimmy Choo is a high end brand is luxury, the stuff which they collaborated will be cheaper to consumers and making Jimmy Choo stuff available at a cheaper rate.
So what did I actually learn today? Yea it is somewhat easy to answer but tuff to jot it down here. During the seminar session of ours, we were sitting in groups of four (it’s the same group where we have to work together and create a fragrance brand), for the first part of the seminar we had to choose an advert of perfume endorsed by a celebrity and we had to jot down our thoughts about the brand values, why did they collaborate with that celebrity, how is it benefiting. So we chose the advert of Coco Mademoiselle having Keira Knightley as the celeb. The brand values of Chanel are: French brand, Elegant, Classic. I feel the advert would have been more effective if they would hired a celebrity of French origin (but this might just work in the favor of Chanel as they would want to target broader aspect of the market, by having a British celebrity for the advert). Since it is ‘Coco Mademoiselle’ my interpretation is more of flirty and feminine look, but this advert is not really close to that.
In the second part of the seminar we had to choose an advert which didn’t have any celebrity it could be a simple catalogue shot of the bottle or a model endorsing it. For this exercise we chose Daisy by Marc Jacobs. The brand values of Marc Jacobs- it is fun, young, honest, eccentric, playful with colors.
The second stage of this part was to identify a celebrity which would be perfect to endorse this advert, to come to this point we had to understand the brand values and see the characteristics of celebrities which are similar to the brand values and after several discussions we came up with Emma Watson, Taylor Swift, Mia Wasikowska. Taylor Swift could be interesting because of her country music image (if we ignore her current image).
hope you guys liked it!