What Are The Brand Risks Of Celebrity Endorsement Shoes And Clothing?

The most difficult risk: the most typical risk case for the fashion world is the marriage of Zhejiang Hao man suit and famous singer Gao Feng in 2002.

In August 2002, Gao Feng and his agent Datang held a news conference in Zhejiang and Beijing respectively, announcing Gao Feng as the spokesman for Hao men's suit.

Gao Fengxin's hit song "beautiful new world" will also serve as an advertising song for endorsement companies.

But a month later, Gao Feng died of an unfortunate attack, and the endorsement contract was a dead letter.

Gao Feng, who was only 35 years old, had seen the Great China in the Song Dynasty. He had seen the popularity of his men's suit and extended his olive branch to him.

Originally wanted to take his popularity to a higher level, but never thought Gao Feng suddenly left, so Hao man suit can not say.

Because when Gao Feng signed the contract, Gao Feng was still good, and the other side did not deliberately deceive or break the contract. Hao man suit could only admit his bad luck.

Although Gao Feng has taken some promotional films for Hao man when he was alive, but people are gone, who will be willing to propagate with the fame of a dead person?

The most dangerous risk: the star scandal is Mao Ning, who is born in sports.

In 2000, Mao Ning launched a homosexual scandal and spread all over the country. Suddenly, the image of Mao Ning's health and sunshine was swept away.

Only two months after the homosexual incident, Zhejiang's Kerr dress was extremely passive. The enterprises had to stop all sponsorship and advertising activities, and the sales promotion leaflets which had been pported to commercial establishments such as Wangfujing, Xidan and Xidan were recalled.

At the same time, the incident also made the boss of Kerr dress suffer from celebrity phobia. For a long time, he did not dare to invite celebrities to endorse advertisements.

The most embarrassing risk: Celebrity scandals are celebrities with gossip, and celebrities borrow their gossip to get a place. The companies that look for celebrity endorsements are also happy to gain popularity in the high exposure rate of these scandals.

However, this year's "pornographic door" incident, which has caused the world's chicken and dog, has made celebrities and enterprises talk about scandal.

Because Edison Chan and many female artists in Hongkong love photos spread widely on the Internet, so that many parties involved in the vortex of scandal, such as A Jiao, Cecilia Cheung and so on.

On the Internet, there is a large number of "Convening posts" which resist Edison Chan, A Jiao and others endorsement products, which include famous brands such as Pepsi Cola, CONVERSE shoes, Semir apparel, Mentholatum cosmetics, Adidas sportswear and so on.

Let many enterprises involved miserable.

The most exasperating risk: celebrities don't choose words, just like western media commented on Shharon Stone's "like an idiot". Shharon Stone, in an interview with the sixty-first Cannes Film Festival, described the 5. 12 Sichuan earthquake in China as an interesting thing, and implied that "Sichuan earthquake is a karma for Chinese people".

With this remark, Shharon Stone immediately became the target of public criticism and the Dior brand he endorsed.

The target customers of Dior product line are mature, intelligent and beautiful women, but netizens believe that from Shharon Stone's remarks, they do not see any maturity, intelligence and beauty, but they feel that she is cold blooded and ignorant. Such a person is simply not suitable for Dior image spokesperson.

Therefore, some netizens said that if Dior did not withdraw Shharon Stone as spokesperson for the image, they would launch a boycott of Dior's signature.

As the boycott grew louder and louder, Dior headquarters in China had to open three hotlines to receive complaints and comments from consumers, and immediately replaced the light boxes and billboards with the image of Shharon Stone in the Chinese market.

The French brand, a prestigious high-end crowd, was the first to be caught up in the public arena by the image spokesperson.