Lingerie and Famous Celebrity Endorsement, Does it Increase Unit Sales?
With the underwear market overflowing with a substantial range of brands ranging from bargain and inexpensive to designer and catwalk designer, the fight for market share is actually now growing harder.
The womens lingerie market including swimwear and g strings is worth over two billion pounds within the UK. With such a lucrative market the number of bra brands who are using pop star endorsements have seen an uplift. The most current celebs to put their face and bodies to womens lingerie brands include Mel B from pop sensations the Spice Girls, Katie Price aka Jordan and former girl band Louise Redknapp.
Melanie B signed a contract with women’s underwear brand Ultimo for an enormous half a million pounds. The Spice Girl Melanie B has been working out in the gym to show off her chiselled six pack in the press photographs for the new range of ultimo lingerie. She follows in other celeb footsteps. Another famous celebrity that modeled for a womens lingerie firm is the gorgeous Louise RedKnapp, she modeled for Triumph. The hike in sales for the womens lingerie brands using celebrities to endorse their products have worked. A female knows the trouble in buying a thong, although buying online will let you see full ranges at one glance.
A lingerie endorsement will work well when the business matches itself up with a famous person who has the same values and is a compatible match to the product and the lingerie brands target consumers.
