Naomi Campbell, Pamela Anderson, David Beckham, Madonna, Karl Lagerfeld and Vanessa Paradis have one thing in common, they all took part of one H&M advert campaign in the past few years. The Swedish brand appeals new consumer by using different celebrities, with different background, in order to get closer to every customers. The purpose of those campaigns is to attract as much customer as possible, in order to stay in the mind and to increase their brand awareness. Now, people knows H&M for those advertising campaign.
The use of celebrities in order to attract customer and to raise the brand image is called the celebrity endorsement. But is this strategy really effective?
Celebrity endorsement existed since the 20th century and become more and more popular in brand strategy marketing. The purpose is to promote a brand through the appearance of a well-known personality in order to create relationship between this celebrity and the brand. At the beginning, the celebrity endorsement was use in the luxury campaign, because each luxury brand wanted to differentiate from the competitors and bring value to their brand. Today a lot of brand such as H&M use those celebrity to attract customer.
In the case of H&M, the brand is known as a cheap and manufactured clothes brand. By using celebrity endorsement, the brand tries to upgrade its image toward customer. The choice of the celebrity is really important because customers will associate the brand with the celebrity who works for it. The brand, such as H&M has to find a celebrity who represents same values and image that the company defends. For the Swedish brand, the fact that celebrities change at every campaign reflect the idea if a multicultural and fashionable brand, which can suits for every fashion style. For example, Lana del Rey will send the image of a vintage and romantic brand, while Karl Lagerfeld will be more about chic and well-designed clothes.
The strategy that H&M put in place in order to upgrade from a cheap brand to a fashionable and well-designed brand, without changing their product, is now working pretty well. Even thought, H&M stays far away to be considered as a designer-brand, the use of celebrity endorsement creates an appealing brand image. But the Swedish brand take another fo
ot forward. Since 2004, partnership with well-know designed brand has been put in place to create limited-edition clothes. This strategy permits to attract customers with clothes at lower price but creating by well know-fashion designer, such as Balmain or Isabel Marrant.
One question remains, is a brand like H&M, which started as a really cheap brand, can rebuild its entire brand image thanks to celebrity and partnership? For now, the strategy of the Swedish Brand seems to worth it, and creates the idea of Luxury accessible for anyone.
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