Clothing Brand "Celebrity" &Nbsp; Consumers Do Not Matter?

Chinese Textiles and clothing There is no lack of brand celebrities as the brand name of the enterprise, but also to make the name of the brand homonym with the name of the star, in order to achieve the rapid rise of the brand's price and value. For example, Jordan, many consumers think that the sports leisure brand Jordan is the American brand, actually it is a pure "domestic lineage" brand. At present, there are basketball, sports shoes, clothing and other products, such as "Yao Ming", "Yao Ming generation" and "Yao Ming family", etc. in the market, Yao Ming has made a statement that she has never authorized any other sports clothes and footwear enterprises except Reebok to use personal portrait. Commercial promotion 。 In 2007, a clothing company in Nanchang advertised Confucius and Laozi as his suit models. This behavior has aroused widespread public concern and evaluation, gained a high reputation in a very short time, but has also attracted widespread criticism.

What are the advantages of textile and clothing brands using celebrities to marketing edge ball? From a joint survey, respondents believe that brands can make the brand name easy to remember through "celebrities"; attract eyeballs and quickly enter the market; free celebrities to advertise for brands, save advertising costs, attract media speculation and expand popularity again. These four points account for 25%.

Textile and clothing brands " Celebrities What are the adverse effects of it? Because without the permission of celebrities, it is impossible to establish a positive image in the minds of consumers; it is likely to be prosecuted if there is suspicion of infringement of the right to use the names of celebrities. If celebrities are in trouble, they will have a direct negative impact on the brand. All three points are the negative effects of the respondents.

For textile and clothing brands, 23.40% of the respondents supported the practice by using celebrities' "edge ball", and they thought it was very interesting and attractive. 12.21% of the respondents objected to this behavior, they felt it was a great offence to celebrities, and 64.39% of respondents did not have any opinion about it.

For such textile and clothing products that use celebrities to "edge ball", are consumers willing to buy? 29.94% of respondents will buy, 5.67% of respondents strongly resist; 64.39% of respondents believe that the quality of products depends on their quality.

From this perspective, the form of marketing is not the focus of consumer attention, and the product itself is the key. Respondents believe that high quality products and excellent service are the key to the brand of "celebrities" if they want to have long-term development.

Of the 37388 respondents, 34.21% were males and 65.79% were females.