Womens Bras and Celebrity Endorsement, Does it Really Drive Sales?
With the womens underwear market jam packed with a large range of lingerie brands ranging from low cost and lower priced to designer and premium designer, the battle for market share is actually now growing harder.
The female lingerie market including swimsuits and knickers is worth over 2 billion pounds within Great Britain. With such a highly profitable market the number of lingerie brands who are using pop star endorsements have increased. The most recent female celebrities to put their face and bodies to female lingerie brands include Melanie B from pop sensations the Spice Girls, Katie Price and former Eternal singer Louise Redknapp.
The Spice Girl signed a lucrative with the household brand Ultimo for a huge half a million pounds. The gorgeous Melanie B has been working out to show off her chiselled six pack in the press shots for the new range of ultimo swimsuits. She follows in other celeb footsteps. Another famous celeb that modeled for a lingerie firm is the striking Louise RedKnapp, she modeled for Triumph. The hike in unit sales for the lingerie brands using celebrities to endorse their products have worked. Lingerie for the winter should be used to keep you warm, go revealing and sexy.
A celeb endorsement will work well when the lingerie brand matches itself up with a famous person who has the same values and beliefs and is a compatible match to the product and the brands target consumers.
