Fashion loves Celebrities?

As a bonus, for my team performing so well, my office decided to give everyone of us some vouchers to spend at Debenhams worth £85. I found it extremely hard to decide how I'd spend £85 at Debenhams (not my kind fashion)! Finally, ‘eureka’! I thought I'd invest the entire amount in perfumes. Now for £85, I can get myself a bleu de Chanel especially after I saw its commercial featuring Gaspard Ulliel (Ya, the French kid in Hannibal Rising), with the tag line ‘be unexpected’. BOSS also caught my attention and I thought I could buy two perfumes from BOSS after watching Ryan Reynolds in Boss Bottle Day X Night. 

 

 No wonder most famous celebrity endorsements are placed in clothing and fragrances. It is suggested that three components make up the credibility construct: knowledge or expertise, trustworthiness, and appearance or attractiveness when it comes to a celebrity. It is the appearance, which is most appealing to consumers.  Physical appearance seems to induce positive feelings toward the product. In the field of fashion, there is a high correlation between appearance, knowledge, liking, credibility, advertising believability and purchase intentions, which affects the consumers.

Does celebrity endorsement work? It sure does. Consumers feel celebrities are much more attractive than non- celebrities, which intern improve the brand image. The Chanel and BOSS ads were enough to take me to the perfume section of Debenhams.  Did I buy them? No. They didn’t smell anything like I expected it to be.  In fact they smelled too strong for my taste. But I am sure there are many men out there using Chanel and BOSS regularly.