The luxury industry is very close to famous people, and some brands use celebrities in their advertising campaigns, and they have always celebrated quests at VIP parties. However, there is always a debate among academics. Should you use celebrities or not?
Professor Jean-Nöel Kapferer argues that luxury brands should avoid celebrities because they can harm brands with their reckless behavior. Some people might not even want to equate themselves with brands, which are in cooperation with celebrities. Everyone has their tastes. However, in business life, there are no rules when practicing marketing but academics do collect data, which support their arguments. We must respect everyone.
The question of using celebrities splits academics and luxury brands. Hermés, a famous French luxury brand since 1837, does not use celebrities. The brand practices excellent marketing but at the same time, it keeps a low profile. A very subtle brand. Hermés might not want to equate itself with celebrities through advertising but famous people do use its products, and they give very nice PR to the brand by wearing its creations on the red carpet and enjoying their everyday lives around the globe. The brand also sponsors equestrian sports, and famous horse riders, but again, with a very low profile.
Louis Vuitton, the early high-end innovator of modern luggage, uses celebrities in advertising campaigns. Actor Sean Connery, Queen of Pop Madonna, Rolling Stones Guitarist Keith Richards, Singer Selena Gomez and others have endorsed Louis Vuitton's creations.
Luxury brands can be in cooperation or they can be without them. However, famous people are nowadays more powerful than ever before because they have easily more followers than brands. In January 2016 Top Model Kendall Jenner had 69.6 million followers on Instagram, Singer Nicki Minaj 69.6, Actor Dwayne "The Rock" Johnson 71.8, Top Model Kylie Jenner 80.3, Football Player Christiano Ronaldo 83.2, Socialite Kim Kardashian West 88.5, Singer Beyoncé 89.4, Singer Ariana Grande 90.5, Singer Taylor Swift 94.1 and Singer Selena Gomez 103 million.
Published in Luxury Sales Academy.