Chanel’s brand focuses on high earning individuals therefore we have made sure that the term ‘luxury’ is through and through with our new products. We have strayed from the white crisp and feminine style of the classic Chanel to a more earthy and rustic feel. We believe this is essential in trying to target the male sector as the classic colours don’t reflect the audience the products will garner.
In keeping with this we have chosen Chris Robshaw (England and Harlequins rugby player) using someone like Chris will enhance the masculinity within our brand. It shows that we are not focusing on a female range and that we are identifying as a fully male brand.
James Harden is an NBA basketball player who is on the cusp of being the next big star. Therefore capturing him as a spokesperson for the brand is perfect timing to launch over the next two years. He is famed for his beard and has a small following due to the longevity of its growth. He has been praised for his swerve demeanour and fashionable style.
Tom Hardy has become an endorcement for manliness over the last few years (Robinson, 2011). We have decided to use him in our campaign as it gives the brand a personification of manliness. For men who don’t identify with sports stars or trying to attract females to the brand using a sexualised male can allow them to identify with the product.
Endorsement can be used in many forms we have decided to go with two options:
Referent Power
Using celebrities or prominent figures to influence a consumers buying decision. This is very influential in sports because you can see the player using the product. It is effective as the customer can see the figure using or promoting the product as this allows the consumer to engage with the brand.
WiseGEEK, (2015). Believes the impact of having a reference group involved in the business is effective in gaining ‘brand awareness’ especially in the luxury market. It is important to have a face and we believe James, Matt and Tom have the credibility and personality to be part of the Chanel Homme brand and engage with the product.
Legitimate Power
Someone who has a legitimate right to influence peoples purchasing decisions. Bloggers and mystery shoppers will have an influence because they have a good knowledge of their field and can influence buying decisions of customers. Bloggers and you-tubers receive access to the product to garner positive online praise for the product.
During our event we will need guests to be talking and sharing the experience therefore, inviting individuals that have a following and will blog and post on social media will be a great way of spreading the word about the brand.
By Sam Piercey
References:
wiseGEEK, (2015). What Is the Effect of Celebrity Endorsements in Advertising?. [online] Available at: http://www.wisegeek.org/what-is-the-effect-of-celebrity-endorsements-in-advertising.htm [Accessed 21 Apr. 2015].
Robinson, J. (2011). 8 Great Actors That Personify Manliness. [online] Pajiba. Available at: http://www.pajiba.com/seriously_random_lists/8-great-actors-that-personify-manliness-.php [Accessed 23 Apr. 2015].
CHANEL HOMME 