Brand Finance：2019全球最有价值高档和奢侈品牌 50 强（英文版）（22页）(22页).pdf

1、Luxury those who could only ever aspire to wear Chanel clothing but who could own a perfume or lipstick. Whether Karls successor Virginie Viard can continue the brands journey is yet to be seen. Herms & Tom Ford reject A-list stars While celebrity endorsements are rife amongst luxury brands usually

2、in the form of advertisements and brand ambassadors 2 of the top 50 brands in the Brand Finance Luxury & Premium 2019 ranking notably do not use celebrities as part of their marketing strategies. Herms (up 14% to US$10.9 billion) aversion to celebrity endorsements can perhaps be summarised in a quot

3、e from former CEO, Jean-Louis Dumas: “We dont have a policy of image, we have a policy of product”. This policy still rings true, trickling down to the brands marketing strategy, as celebrities such as Kendall Jenner and Cara Delevigne who are so popular with Herms competitors, are absent from the b

4、rands advertisements and social media pages. Tom Ford (up 34% to US$633 million), follows a very similar marketing strategy, as the eponymous CEO has been famously quoted as saying that celebrities “cheapen” the brand. Save for the memorable Tom Ford show at New York Fashion Week in 2010, when stars

5、 such as Beyonc and Julianne Moore modelled on the designers catwalk, the brand has largely avoided using Hollywood stars in their marketing campaigns. The absence of orchestrated celebrity appearances in Herms and Tom Fords marketing campaigns does not invalidate either brand profiting from more in

6、formal celebrity endorsements. In the case of Hermes, the brands highly sought-after Birkin bags have famously been in the headlines, pictured on the arms of celebrities such as Kim Kardashian and Victoria Beckham. Undoubtedly, this media furore has contributed to consumer perceptions of Birkin bags