Research On The Marketing Strategy Of The Fashion Brand Celebrity

At the time of integrated marking communication(IMC),advertising seems too simple to completely propaganda the value of brand, while brand celebrities can achieve it on a higher level and make better use of the corporation resources. So a lot of corporations, especially the fashion companies, take a fancy to choose celebrities to propaganda their brands.Based on the principles of IMC, semeiology and psychology my paper gives a thorough explanation of the phenomena of celebrity endorsements. Through case- analysis, model- building and data-collections I give a systemic proposition of how to effectively use the celebrity strategies to propaganda the brands of the fashion corporations .I divide the celebrity strategies into three parts, including doing research at the beginning, and then carrying into execution and the last part of appraising the effect of the strategies and the changing of the celebrities when necessary. The three parts are also the main body of my paper.Though the celebrity strategy gives a bran-new way to build and propaganda the fashion brand, the risk is becoming higher and higher as more and more companies are using the strategy. Then how to deal with the risk and make the celebrity strategy function well is the task of my last part of my paper.