Abstract
This is an investigating research and the context of this research is Celebrity endorsement in the fashion industry. The research is dived up into two main objectives to help understand the effectiveness of celebrities in the fashion industry. It also aims to prove the hypothesis "Celebrity marketing seems to be really effective in the fashion industry among 18-25 years old French and Irish females." To do so secondary information has been gathered and summarized in a literature review and a primary research has been performed by author.
Celebrity endorsement in the fashion industry is a contemporary topic and the conclusions of this research are intended to provide understanding about what it is and how it is efficiency. Celebrity endorsement is a known way to advertise in the fashion industry. To be really useful, the choice of a celebrity has to be studied and to be appropriateness to the brand.
If so, the celebrity can seriously help to attract consumers to the brand and help to interest consumers into the brand. Thus, their purchase decision can also change but this is not always the case. The information conduct is fully stated in findings and analysis and made deeper in the conclusion. Additionally the author recommends further research in more specific areas.
Nowadays, people can get closer to their idols via intrusive media. Nevertheless, they still represent an idealization of life, the perfection and most of consumers of the fashion industry want to be as their idols. So they have power over consumers about fashion style: they are considered as reliable arbiters of taste.
Thus, the benefits of celebrity endorsement are as blinding as a spotlight: stars give brands a well-defined personality and bring with them a fantasy world to which consumer aspire. (Mark Tungate, 2008). In order to answer the research hypothesis "Celebrity marketing seems to be really effective in the fashion industry among 18-25 years old French and Irish females" the research will examine females consumers between 18 and 25 years old to create a better understanding and provide guidance about consumers towards celebrity endorsement.
Two central objectives belong to this project:
- To investigate consumer attitudes towards Celebrity Endorsement among 18-25 years old French and Irish females.
- To investigate purchase behaviour in relation to Celebrity Endorsement in the fashion industry among 18-5 years old French and Irish females.
