Fashion Marketing and Celebrity Influence

Tricky-Down Theory

• Consumers adopt fashion based on the fashion industry's marketing efforts
• Upper-class fashion is adopted by the middle class, then the lower class
• Individuals with wealth, status, and appearance set the fashion trends
• Once a trend trickles down, it either becomes classic or old
• Celebrities influence consumer adoption of trends

Celebrity Lines

• Celebrities invest in marketing their fashion lines
• Involvement level varies among individuals
• Celebrities don't actively design in the traditional sense
• 21st century has seen significant celebrity-driven fashion marketing based on fame

Spokespersons

• Entertainers are often employed as spokespersons for fashion products
• Spokespersons endorse brands, not necessarily their own
• Spokesperson endorsements focus on celebrity wearing/using the product
• Fans perceive their lifestyles as glamorous, etc

Print Exposure

• Fashion is shown in controlled environments (magazines)
• Benefits include ability to control celebrity look and high circulation/visibility
• Provides tangible attributes for evaluation/comparison
• Offers opportunities for lasting viewings

Supermodels

• Supermodels catapulted fashion industry status in the 1990s and increased sales.
• Increased sales through the supermodel's status, not by the particular product
• Picture of a supermodel wearing a designer garment has substantial publicity value

Royalty

• The word "royalty" can be used in various contexts to describe a person of royal blood.
• Popularized by celebrities, such as Lady Diana
• Influence and trickle-down of high fashion

Movies

• Fashion and accessories shape actors' on-screen personalities, promoting merchandise
• Movies allow repeat viewing, comparison of opinions, and in-depth examination of fashion

Award Shows and Books

• Award seasons and books feature glamour and high fashion
• Celebrity appearances on red carpets are popular events
• Fashion is analyzed from various perspectives, such as hair, jewelry, etc

Television

• Television is an effective platform to showcase fashion
• Shows use celebrities to enhance visibility, often promoting products through visuals
• Fashion is presented through clothes, and accessories, and personalities are developed
• Effectiveness relies on popularity and viewer engagement

Fashion Marketing and Television

• Popularity and broader acceptance increase fashion evaluation.
• TV shows are more successful at marketing and influencing trends than commercials.
• Daytime/evening soap operas, like other daytime shows, use the actors and plots to display fashion trends for marketing purposes
• Fashion trends are shown in shows to stimulate sales in stores, catalogs, etc.

Reality Shows

• Reality shows expose myriad versions of "reality"
• They significantly influence viewer interactions with the fashion industry
• Viewers' engagement demonstrates the effectiveness of fashion marketing via TV

Books

• Books categorized as either non-fiction or fiction.
• Nonfiction books include factual information on business, self-improvement, or biographies.
• Fiction books are for pleasure, and/or enlightenment, with imaginative content

Belongingness Theory

• Consumers feel a sense of acceptance and belonging associated with celebrities' fashions.
• Fashion magazines show celebrities wearing/using products then explain how viewers can access the items, often at discounted prices
• This type of fashion article promotes the parasocial relationship with celebrities.

Explore the dynamics of fashion marketing influenced by celebrity endorsements and the social classes that adopt these trends. This quiz delves into theories such as the trickle-down effect and how celebrities shape consumer behavior in the fashion industry.