The US rely heavily on advertising and brands hope to spread their message and products to the wider mass. American TV has a huge impact on fashion trends and are frequently influencing viewers. Such was the case with hit TV show 'Mad Men' set in 1950/60s New York which set the frenzy for 50s inspired garments - US brand Banana Republic found a way to connect and engage more shoppers through a partnership with the show. This form of advertising attracts a huge range of individuals and has proved to be very successful.
Example of the style guide concept
Celebrity Endorsement
There are an array of celebrities who have endorsed U.S. retail industry chains and restaurants in television, print, radio, and online advertising campaigns in order to bestow special attributes upon a product that may have lacked otherwise. U.S companies frequently use celeb endorsement as a promotional tool to magnify the effects of their current campaign and to create a sense of trust for that brand among their target audience. GAP exemplify this well with the use of Sarah Jessica Parker as the face of their campaign in 2005, a key style icon of the time with hit tv programme Sex and the City really pushing her as one to watch in terms of fashion. It's not just the US which see celebrity endorsements as ways to promote the brand with further examples including David Beckham for Adidas, Keira Knightley for Chanel & Mischa Barton for Bebe.
Sarah Jessica Parker for GAP
David Beckham for Adidas
Keira Knightley for Chanel
Mischa Barton for Bebe
No comments:
Post a Comment