Marketing Essay Example | Topics and Well Written Essays - 3000 words - 3

Marketing - Essay Example To change the image, those in the fashion industry are required to think like the customer by finding presentations that ensure high quality and modern looks for the fashion styles that are being presented (Cachon, Swinney, 2009: pg. 15). The strategic buying of those interested in fashion, as well as the decisions which are made is based on the trend of fashion conscious behaviors that are within society. This is especially high among females who are interested in different looks and styles and which are trying to find an image which can present them most effectively in a given situation. The style includes the shape, fit and the colors that work together to present a specific image (Nam et al, 2007: pg. 102). The fashion conscious behaviors make the celebrity endorsement practical to use. When one can see the celebrity approving the styles and looks, it changes the decisions by consumers while showing the effectiveness of the specific look. Celebrities can be used to communicate a message about the specific style, how effective it is and the quality that the brand maintains, allowing conscious consumers to respond in a positive light. While the general trend with using celebrities is one which produces a positive response, there are also non – practical applications of using celebrities. The main problem which occurs is based on negative information transference to consumers. If the celebrity isn’t regarded as fashionable or has a reputation which doesn’t fit with a specific person, then it can lead them away from the brand. This is not only specific to general attitudes, but is also reflective of demographic differences that are in society. If an older woman wants to buy a brand but finds a celebrity that is focused on youth, then they may not think the brand will fit their style or will have a quality that is negative. The brand meaning can change according to the celebrity and alters based on the impact that the celebrity has in societ y (White, Goddard, 2009: pg. 322). The negative information may include pricing, quality and the overall brand image that fashion conscious individuals are looking for within a given trend. This paper will examine the effects of celebrity endorsement as well as the practical and non – practical uses of having an individual represent a brand name. The hypothesis states that the celebrity endorsement is based on attractiveness and credibility of the celebrity. If this is positive, then it can raise the purchase intention of those who are interested in a brand; however, if it is negative, then purchases will diminish. This hypothesis can be seen in figure 1. Figure 1: Celebrity Endorsement This particular chart shows how there are both positive and negative implicatinos that are based on the celebrity endorsement as well as the conscious of those who are interested in buying a specific product. By creating the correct image, brands can leverage their identity; however, without t his, there isn’t the ability to build a strong reputation among potential customers. Examining the ways in which this works positively and negatively can then help determine how the fashion industry can redefne the way that fashion is presented in given circumstances. Celebrity Endorsement and Communication Processes The first way that celebrity endorsement affects those who are interested in a given product is through the communication processes exhibited through the image. When a celebrity endorses a specific fashion product, it is considered as a