Stella McCartney's Autumn/Winter 2012/13 show at Paris took place on Monday to much appraise including from her father, Paul McCartney, who was quoted as saying "It’s so beautiful, isn’t it? But I’m probably biased." This association with Paul has resulted in a backlash against Stella with claims she has only gotten where she is today because of her surname. In 1997, for example, after Stella replaced Karl Lagerfeld at Chloé as creative director, he was quoted as saying "Chloé should have taken a big name. They did, but in music, not fashion. Let's hope she's as gifted as her father."
Stella with Paul McCartney
Paul McCartney as a member of The Beatles
Stella also returned to London Fashion Week last month to showcase her evening wear collection which was attended by many celebrities as can be seen from the video below.
It would be fair to say that celebrities are associated with the brand. This association was evident from early on not only because of her father but at her graduate fashion show, Kate Moss, Yasmin Le Bon and Naomi Campbell were models. How many fashion students can claim that!
Stella celebrating her 40th birthday party with her friends, Gwyneth Paltrow, Kate Hudson and Kate Moss
Why would Stella adopt this marketing strategy? Tungate (2008) offers some reasoning in that "the benefits are as binding as a spotlight: stars give brands a well-defined personality for a minimum of effort, and bring with them a rich fantasy world to which consumers aspire. In addition, consumers have a 'history' with stars. Even though they've only seen them on the screen or in the pages of magazines, they form an attachment to celebrities, regarding them as friendly faces and reliable arbiters of taste" (p.122).
However, Pringle (2004) provides a list of pitfalls for brands using celebrities including any scandal the celebrity becomes involved in, can have an impact on the brand. One example of this was Kate Moss being dismissed when the cocaine scandal erupted in 2005 when she was to model in the advertisements for the H&M and Stella McCartney range to minimise negative press about the brands.
Furthermore, it has been reported this week that designers pay these celebrities to attend their fashion shows to gain more publicity. Of course, I do not know if this is a strategy at Stella McCartney. I am sure she does not need to pay her friends or family, however, Rihanna, pictured below right, appeared at Stella's London show and Alicia Keys, pictured below left, appeared at the Paris show in one of Stella's dresses and shoes.
Do you think it benefits a brand being associated with celebrities or is it not a wise move? Does it make the brand and celebrity look less genuine?
No comments:
Post a Comment