Product Placement

Product placement place an increasingly important role in the advertisement of consumers goods, including clothing and accessories. Research suggests that audiences tend to have a positive attitude towards product placement when they believe that the practice increases the realism of media content (Lee et al., 2011). Research also indicates that the naturalistic representation of brands reinforces the integrity of factionalised storylines and reflects the 'real life' experiences of the audience in the entertainment media setting (DeLorme and Reid, 1999).

Sex & the City

 Furthermore film and television product placement have been found to enhance brand awareness, attitudes and purchase intent (Russell, 2002). Product placement acts in a more unobtrusive way be evoking the positive association, aspiration, and symbolic meaning connected with the underlying movie content (Roussell, 1998). Consumers connect the film world to their own, mapping the film (DeLorme and Reid, 1999), which in turn influence attitudes and consumption norms (Pechmann and Shih, 1999).

Gossip girl

 

Vintage Mania!!!

Vintage clothes are growing in desirability, and celebrities who aren’t afraid to show off their unique style are always the first to flaunt their vintage finds. Some celebrities collect vintage items, such as Beyonce, who collects vintage Chanel, while other celebrities love to wear vintage because it makes them stand out from the Hollywood pack, such as Chloe Sevigny.

Choe Sevigny

 Way back in 1997 the New York Times did an article about the increasing popularity of vintage couture. The article referenced the fact that Barbra Streisand was known to purchase and perform in womens vintage clothing. In fact, she is credited as being the first celebrity to bring vintage clothing into the spotlight. In 2001 Julia Roberts, wore a vintage dress to the Oscars. Since then there has been a massive increase in interest for vintage clothes.

Julia Roberts Oscar 2001-Vintage Valentino

Womens vintage clothing is so much more than just used clothes. It’s clothing that had style back in its time and which continues to have style today even though the era when it was originally made is long gone. And don't forget that, there’s no easier way to go green than by buying vintage clothing.

The Little Black Jacket

The famous Little Black Jacket created in  the 1950s by the Gabrielle ''Coco'' Chanel, the iconic style has been reinvented by the creative director Karl Lagerfeld season after season and is the subject of the upcoming book, "The Little Black Jacket: Chanel's Classic Revisited" which has been panned by Karl Lagerfeld and Carine Roitfeld.
 

Sara Jessica Parker

For the project the designer gathered more than a hundred celebrities and all wore the Little Black Jacket their own way.  ''The Chanel jacket has became the symbol of a certain elegance, feminine, with an air of nonchalance, classic and timeless, that is of all times'' said Karl Lagerfeld in Paris after the photo shoot of the book The Little Black Dress. The book will accompany the opening of an exhibition dedicated to it in Tokio.

"Chanel et Japon," a sketch by designer Karl Lagerfeld

Chanel for one more time uses its heritage and history in order to maintain brand equity and thus mean brand awareness and positive brand image. Chanel consider as a heritage brand because it has chosen to emphasize its history as a key component of its brand identity and positioning. The reason companies with heritage should use it is to take advantage of differentiation that is valuable for customer/consumer and other stakeholders, distinctive the brand, and difficult to imitate for the competitors (Urde, et al., 2007). Hence the brand association with the Coco Chanel and its heritage is an important point of difference from its competitor and a strong, favorable and unique association in the mind of consumers (Keller, et al., 2012).

Source: Chanel News

A royal ambassador for Gucci

Charlotte Casiraghi is the new face of Gucci for the ''Forever Now'' advertising campaign. The iconic brand selects one more time a celebrity in order to promote its new campaign. In addition to this celebrity endorsement has became a popular approach in the branding process both in terms of gaining and keeping attention and in creative favorable associations leading to positive brand knowledge and distinct brand image (Carroll, 2008). But why Gucci chose Charlotte as the new ambassador?

 She is a renowned fashionista, she is fourth in line the throne of Monaco. And what more can epitomize a designer household name to royalty than royalty herself. Furthermore Gucci's creative director, Frida Giannini has been exclusively designing Charlotte's riding gear for the past couple of years, as Charlotte races horses at the competition level. Moreover Charlotte will take part in the Olympic games this summer in London. Do you think that is a coincidence that the campaign started the same year with the Olympics?

And don't forget that the 25 years old royal is the granddaughter to Hollywood  icon actress Grace Kelly (Princess Grace of Monaco) and daughter to Princess Carolina of Monaco. According to Ohanian (1991) stresses that be truly effective, celebrities chosen as endorsers should be knowledgeable, experienced and qualified in order to perceived as an expert in the category.
So is Charlotte the right ambassador for the Italian house?

Celebrities on street style

It would seem sometimes that z-list celebrities are virtually there to be mannequins for the fashion industry. When you see them in magazines and fashion blogs, and all you're told about is what they're wearing and not what they're doing, you do begin to wonder, don't you? Are we really meant to be in awe of such people, or they are reported about for other reasons? Why are we always told about what they are wearing? When you stop to think about it, more questions are raised.

Alexa Chung-Claudia Schiffer-Gwyneth Paltrow

 But does Celebrity fashion really influence what people wear in the high street? To a certain extent I think it does. Not only celebrity endorsers which defined from McCraken (1989) as '' any individual who enjoys public recognition and uses this recognition on behalf of a consumer good by appearing with it an advertisement'' (p.310)  have great influence on consumers buying behavior, but also implicit endorsement (I use this brand) and co-present endorsement (I merely appear with the brand)  (Miller and Allen, 2011) have a certain amount of influence on fashion.

Sarah Jessica Parket-Jessica Alba-Ashley Simpson

 
More and more examples of implicit and co-present endorsements can be seen in today's media...don't you think that a lot of consumers try to imitate them?

Sustainable style in Oscar 2012

The red carpet has opened for the 84th Annual Academy Awards, the biggest night in Hollywood and in fashion. This year a lot of  Hollywood  stars vote Eco-friendly fashion. Let's take a look in the Green Carpet Challenge.

Meryl Streep

Maryl Streep the big winner of the night chose to wear an amazing gold eco gown made from Lavnin for the Green Carpet Challenge. Livia Firth were a Valentino Haute Couture which was custom made from recycling polyester from plastic bottle and Colin Firth selects for one more time the sustainable style by wearing Tom Ford wool tuxedo and he join the GCC.

Colin Firth and Livia Firth

Kenneth Branagh and his wife Lindsay

 Supporting Actor nominee Kenneth Branagh and Damian Bichir both were Ermenegildo Zegna for Green Carpet Challenge.

Damian Bichir and Stefanie Sherk

Hollywood and designers are Eco-friendly sensitive or that sustainably style helps them to increase their image?


A large number of customers show increased environmental awareness and a preference for green firms and their product, revealing their willingness to purchase and pay more for environmentally friendly product/service( Manaktola and Jauhari, 2007 ). A recent research done by the Athens Laboratory of Research in Marketing in collaboration with the Center of Sustainability about green marketing found more than 92% of consumers has a positive attitude towards the companies that are sensitive on environmental matters (Papadopoulos et al., 2009). In addition to this the luxury brands knows very well how to promote the Eco-friendly strategy through the celebrity endorsers as according to Byrne et al. (2003, p.283) ''celebrity can built, refresh and add new dimensions. What celebrities stand for enhances brands and they save valuable time in terms of creating the credibility a company has to create in order to built its brands by transferring their values to the brand. When consumers see a  credibly celebrity endorsing a product they think the company must be OK''. 

I think that it is hard to answer........!!!

London Fshion Week - Mary Katrantzou

Mary Katratzou Fall 2012-London Fashion Week

As a relatively new designer (only 28 years old), Mary Katrantzou has once proven that she belongs amongst the unique designers this London Fashion Week. She continued her use of colorful and architectural inspired shapes for her Fall 2012 collection and as a queen of print, her prints of this season remained incredibly and unique.

Mary Katratzou Fall 2012-London Fashion Week

Enjoy this video from Katrantzou's collection Fall 2012, I hope you enjoy it as much as I do