Analysis: Men will buy "celebrity card" clothes

If the women's market is already accustomed to the direct participation of celebrities - thanks to Kylie Minogue, Jennifer Lopez and Elle MacPherson, Men's market, celebrities launch their own brand of clothing is still a new idea, until now still so. Of course, except hip-hop and urban clothing. In November of this year, the new menswear brand, Pretty Green, a casualwear line with a modern cultural inclination, will be officially listed at Selfridges department store. The brand's apparel was designed by Liam Gallagher, former lead singer of the Oasis band. Along with the singer Brave, there's Nikki Sixx, founder and bassist of the Motley Crue, which will be launching its brand Royal Underground in the UK this fall. In addition, - Sisters Mary-Kate and Ashley Olsen are planning to launch menswear to complement their women's brand The Row. Pharrell Williams But does celebrity visibility benefit or hurt men's brands? "If there is a celebrity behind a fashion brand, the danger of losing credibility will always exist," said Pharrell Williams of the NERD band. Williams partnered with Japanese designer A Bathing Ape brand founder Tomoaki Nagao to launch the Billionaire Boys Club and Ice Cream apparel. "You have to work with an expert in a field you do not know very well, but then again, visibility helps, and we can quickly form a client base for a fan club," Williams said. To Simon Aboud, the head of Make Believe, a brand consultancy, may now be the best time for celebrities to truly participate in creating a new brand. During the economic downturn, consumers are more likely to re-examine the value of the brand and choose brands that are content and reputable. And "the value of celebrity is one of the most powerful kind of value, especially since pop ads have collapsed," Abde said. However, celebrities may also be counterproductive. While some bought Adidas Originals and Beckham's co-op sportswear, it is possible that many of them may have been delayed because of Beckham's involvement. Nigel Grant, director of Pretty Green, said the well-known menswear brand is complicated to manage, as evidenced by the eventual disappearance of Vinnie Jones's 2003 fashion label. Barry Grainger and Neil Adam are co-founders of the UK's new men'swear brand Citizen Seven. The main investors are the Manchester City Council of England and British player Sean Wright Phillips (Shaun Wright Phillips), but they have been secretive in publicizing the celebrities behind them. "There must be some control over this publicity," Granger said. "Obviously, promoting Phillips's involvement is good and it gives football fans the feeling of affinity for our brand, but we also know that such publicity May alienate some people, perhaps even just because they are backing rival teams. "Although Phillips's involvement was primarily financial, there was no reference to him in the brand's promotional materials. "It has to be acknowledged that if a brand celebrity is more deeply involved than a mere endorsement, it may take more time for the consumer to accept." Pretty Green's Grant added: "Consumers will see through celebrities Effect. "Ultimately, it's up to the product itself." Trace Ayala co-founded the William Rast brand in 2005 with Justin Timberlake, who said: "Celebrities Participating in brand management is a double-edged sword, and men tend to think that if there are celebrities involved, then they spend the money on the celebrity's reputation, and there's the danger that celebrities overshadow the brand. Because of this, it is helpful to have celebrities move to the back of the screen after the brand has been introduced for some time. "" Having said that, celebrity loud names can attract media attention and tend to impress shop buyers. Department stores into your goods, the buyer is always the other lack of interest, then tell them, Justin Ti Blake want to eat dinner with Discuss issues, then you get the reaction will be completely different. "