时尚品牌与明星合作的策略

Fashion brands and celebrity cooperation strategy

针对当下热议的明星“翻车”导致其代言品牌形象受损的问题,采用理论研究、案例分析、归纳概括的方法,分析得出当下明星与品牌合作频频“翻车”的主要原因是唯流量论英雄,资本的过度包装和粉丝经济的推动,提出未来时尚品牌与明星合作的策略。研究认为,可通过修正选择品牌代言人的标准,对明星做评估和背景调研,对数据进行技术性监督,以及采用虚拟偶像替代真人明星代言等策略来降低时尚品牌与明星合作的风险。

In view of the hot issue that celebrities'"car rollover"leads to the damage of their spokespersons'brand image,the main reasons for the frequent"car rollover"in the current cooperation between stars and brands were analyzed by means of theoretical research,case analysis and summary.The reasons include hero only named by flow,the excessive packing by the capital,and the push of the fan economy.Strategies for the future cooperation between fashion brands and stars were put forward.The research suggests that the risk of cooperation between fashion brands and celebrities can be reduced by revising the criteria for selecting brand spokespersons,conducting evaluation and background research on celebrities,conducting technical supervision on data,and adopting virtual idols instead of real stars as spokespersons.