They range from film and television stars to musicians, sports personalities, royals, politicians and even socialites who have no defined careers apart from looking beautiful and attending the right events.
In the fashion world, the list of celebrities would include designers, their muses, models, photographers and any prominent person involved in the artistic aspects of fashion such as make-up artists and fashion consultants.
The celebrities that are most utilised in the promotion of luxury fashion brands are those in the film and music industry as a result of the major role that fashion plays in these entertainment sectors.
According to recent research statistics, the number of celebrity advertisements has doubled in the past ten years.
One in four adverts features celebrities now as opposed to one in eight in 1995. Although this statistics is related to consumer goods and services, there has also been an increase in the use of celebrities in the brand message communications among luxury brands.
Italian luxury brand Versace has used music icon Madonna and Hollywood stars Demi Moore and Halle Berry in its print adverts between 2005 and 2006.
Likewise Julia Roberts appears in Gianfranco Ferre's adverts, Sharon Stone in Dior and Jennifer Lopez, Scarlet Johansson and Uma Thurman in Vuitton ads. Also non-luxury brand Gap has used television star Sarah Jessica Parker to promote its brand in the recent past.
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Ms Uche Okonkwo is a business strategist based in Paris and the above, is an extract from her forthcoming book on the luxury fashion sector that will soon be available.
Uche C. OKONKWO (MBA), Independent Business Strategist, France
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