Melanie and Antonio
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According to recent research statistics, in the last 10 years the number of advertisements using celebrities has doubled.
In the past, it used to be approximately one in eight advertisements featured celebrities, now one in four do. These statistics are in reference to consumer goods and services, but there has been a huge growth in the area of luxury goods and brands also.
Of course in luxury goods celebs are very important to the branding of the product. It's so important that those that feel slighted are now suing a lot more, like we've heard a lot about recently in the media; Melanie Griffith and Jessica Simpson being two of them.
This shows how great their leverage has become in fashion and luxury circles as they can determine the success or failure of the brand itself.
Of course celebrities don't only include actors, they could be in music, sports, cultural icons, politicians, models or even socialites that no other purpose than showing up somewhere in someone's fashion line.
The great majority of celebrities used for brand promotion in the luxury area are in the music and film industry, for the obvious reason that it plays such a huge role in these particular sectors.
Even some non-luxury companies are getting into the act as Gap recently did with hiring Sarah Jessica Parker to promote its brand.
The major thing, as we've talked about in the past, is that it's becoming trickier to pull this off in certain businesses as the celebrity and brand must not clash in their perceived values or customers will make them pay.
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