Star Gazing

For our final class we looked at celebrity media. This weeks post, therefore, is about celebrity jewellery and more specifically on celebrity endorsement (celebrities as brand ambassadors).

It seems that we are obsessed with what celebrities are wearing (Braverman 2005)
Blog after blog now dedicate themselves to whatever jewellery the celebrities have been spotted in recently- to list just a few:
(Gem Gossip 2013; Jewellery from the Stars 2013; Jewellery Warehouse 2013; Zoara 2011).

Consumers, looking up towards celebrities wish to imitate them and their style. The media is constantly updating us all on where a celebrity got their jewellery from. More specifically, where can WE get it (or something very similar) from?

Image found online @ (Fashion Jewellery Blog)

 

 



Image found online @ (Emitations 2013)

 

In addition, websites have dedicated themselves to selling 'celebrity jewellery', such as (Boutiquetoyou 2013).

 

Consumers now want to believe that celebrities genuinely like the pieces of jewelery that they wear (Jewellery World 2012). This leads us on to celebrity endorsement. Celebrity endorsement involves a company (and their chosen brand) paying a celebrity to be seen using/wearing their products as a spokesperson for the brand itself (brand ambassador) (Carrillat 2013). Top celebrity endorsers now benefit from huge deals which could pay up to $100 million (Carrillat 2013). Initially, brands were unsure if brand ambassadorship would really work (Jewellery World 2012). However, for the leading brand in this area, Omega, brand ambassadorship has become a very important part of their marketing strategy (Jewellery World 2012).

 

Celebrities are used as brand ambassadors for many companies, with one in four adverts involving celebrity endorsement (Carrillat 2013; Jewellery World 2012; Rabolt and Solomon 2004). Despite the expense, an increasing number of jewellery and watch brands are using celebrities to help sell their products (Jewellery World 2012; Rabolt and Solomon 2004). Celebrity endorsement (and brand ambassadorship) can benefit a brand in a number of ways.

Celebrity endorsement helps:

• "Increase awareness of a firms advertising"
• "Enhance company image"
• "Enhance brand attitudes"
• Tell a story for a brand
• Highlight brand principles
• Generate interest in products
• Have a positive impact on company finances
• Increase attention from consumers
• Enhance brand name recognition
• Enhance positive word-of-mouth
• Create the opportunity to develop a distinct and credible brand persona

(Carrillat 2013; Rabolt and Solomon 2004, p.323; Jewellery World 2012)

 Celebrity endorsement works when consumers can identify products that are associated with a spokesperson (Rabolt and Solomon 2004). Brand ambassadors must be genuine in order to gain consumers trust (Jewellery World 2012). The brand ambassador must love the brand they are representing or else consumers will not believe the product offering and pairing to be trustworthy (Jewellery World 2012). Consumers want to know that the relationship goes beyond the large paycheck that a celebrity will receive (Jewellery World 2012).

"Generally, star power works because celebrities embody cultural meanings" (symbolising important categories such as status and social class) (Rabolt and Solomon 2004, p.333). The meaning of a product is therefore moved from the manufacturer to the consumers with the star as its vehicle (Rabolt and Solomon 2004).

One example of celebrity endorsement in the jewellery world is of tennis star, Maria Sharapova who is a brand ambassador for TAG Heuer, as shown in the photo and clip below:

Here Maria talks a bit about the 2010 collection which she endorses:

Maria Sharapova talks about how she was directly involved with the new collection. Often, celebrities are involved with the design and development of products which they are promoting (Braverman 2005; Jewellery World 2012). In addition to her involvement in the designs, Maria has also been spotted wearing her TAG Heuer watch at the London Olympic Games Opening Ceremony (2012) whilst carrying her Russian flag into the arena (World Tempus 2012). This high publicity event further promotes the TAG Heuer brand and Maria's commitment and belief in the brand (Braverman 2005). In addition, this publicity helps consumers make a connection between the products and the athletes name and image (Braverman 2005).

Although, celebrity endorsement does not always equal success for a brand (or cause) (Rabolt and Solomon 2004). Celebrities, are human and open to failings (Jewellery World 2012). Being both expensive and risky, celebrity endorsement is not a matter to be taken lightly (Jewellery World 2012). If a celebrity happens to become publicly involved in a negative event then their affect on the brand can be hugely counterproductive (Carrillat 2013). Some companies, therefore, will tend to act on the moral (or legal) clauses of their endorsement contracts and end their association with their endorser in order to distance themselves from the negativity (Carrillat 2013). However, some managers will decide to keep a contract as they might believe that the celebrities image can be salvaged (Carrillat 2013).

To conclude, anyone who wears a piece is jewellery product IS technically a brand ambassador.
Although we are not all celebrities and famous, whatever jewellery we wear makes us a representative for that brand (Jewellery World 2012).
Do we, however, represent the image that these brands want?
Perhaps we should look more closely at brand ambassadors for jewellery, would an unsuitable brand ambassador put you off a jewellery product?
I finish with a claim, from Robert Thompson (a professor of popular culture at Syracuse University in Syracuse, New York) who states that:

"Jewellery is one of those luxury items that you get for its association with glamour and wealth, and the kind of lifestyle that only big celebrities can sell and endorse"
(Braverman 2005)

Are celebrities the absolute best endorsers for jewellery? Like everyone else they can make mistakes and hugely misrepresent a brand due to associations (lets not forget Tiger Woods and his shortcomings) (Carrillat 2013; Jewellery World 2012). However, brand ambassadors represent many benefits to brands such as increasing brand image and awareness (Rabolt and Solomon 2004). With big deals, come big risks. Go hard or go home, so they say. Till then lets continue star gazing.

Watch Made in Heaven? Jewellery TV and E-Commerce

In our last class we looked at fashion in television and at lifestyle programmes. I had never considered the order that they do these shows in and how I am technically the exact target audience. To be truthful I am secretly addicted to them so clearly they work!

During this weeks post, the focus will be on TV shopping channels that sell jewellery, and more specifically on the American channel Jewellery Television (TV).

In addition to the millions of consumers who tune into these TV shopping channels, as do brick-and mortar retailers who are keeping an eye on current trends (Green 2003). Some industry leaders, furthermore, agree that home shopping networks are a very useful medium for keeping up with trends (Green 2003). Consumer desires can be tracked on these shopping channels in "real time" through a running tally of purchases displayed on the TV screen (Green 2003). Trend watchers, therefore, can observe was is and is not selling. Being able to test products much quicker than bricks-and-mortar retailers shows a clear advantage in the sector (Green 2003).

Recognising it as a viable business opportunity America's Collectables Network launched their own exclusive jewellery and gemstone channel, Jewellery Television (Braverman 2005). The channel targets a 30-55 female demographic who is buying for the self  (Braverman 2005).
Having a high disposable income, she is considered "typically educated" (Braverman 2005)

These consumers either do not have access to high end shopping outlets or else they are aspirational, seeking luxury jewellery at more affordable prices (Braverman 2005).

In addition, Jewellery TV has recently collaborated with fashion designer, Malan Breton (TBB Reality 2013) to showcase their collection of very affordable Marilyn Monroe's inspired costume jewellery to compliment his Autumn/Winter 2013 collection (see video and images below).

 

Marilyn Monroe Collection with Jewellery TV

 

Malan Breton Autumn/Winter 2013

In terms of selling, Jewellery TV shows others how to sucessfully sell their products through building a relationship and trust with consumers (Green 2003; Baverman 2005). Home shopping channels such as Jewellery TV successfully romance their products (Green 2003). The people presenting these jewellery items have been well trained to sell the desire for jewellery (Green 2003).

For example, the saleswoman Michelle (in the clip below), constantly tells personal stories, thus creating a 'friendship' with the consumer whilst constantly reiterating the product for sale and its quality. 
Michelle draws in the consumer and works hard to link the pieces to her own memories and the ways in which the pieces can create memories for the consumer.
Here, Michelle aims to create a sense of trust with consumers; dispelling any worries over the quality of products bought through this media (Braverman 2005).

 

In 2005, while brick-and-mortar stores were struggling to keep up with the Internet, TV shopping networks saw sales climb (in no small part because of the Internet) (Braverman 2005; Beres 2008). Whilst viewers had to previously catch their favourite item or seller on TV, the Internet has allowed shoppers to make purchases 24/7 and view products they might have missed or to simply browse online (Braverman 2005; Beres 2008).  

However, jewellery shopping channels expect their on-air segments with jewellery designers themselves discussing their pieces (up close and in high definition) to remain viable and to expand alongside Internet sales (Beres 2008).

Although, analysts and e-commerce experts maintain that on-air TV shopping reached its peak during the 1980s-90s (Beres 2008). It is also argued that the market itself has remained stangnant since the rise of e-commerce(Beres 2008).

Despite this, several of the major TV shopping networks claim that on-air TV shopping has yet to reach its peak and they believe that on-air online sales will be complementary towards increasing the sales of jewellery (and other categories) (Beres 2008).

To conclude, Jewellery TV's Vice President of marketing, Randy Sadler claims that:

"As long as women have time and money and a love for a jewellery experience that includes education from an expert and the ability to enjoy high-quality real jewellery, TV shopping for jewellery will continue to grow....We don't see TV shopping and the Internet as competing but working together"
(Beres 2008).

Jewellery sales on television remain a robust category both through television and Internet sales (Braverman 2005).
Future research though, represents an interesting topic on whether TV shopping for jewellery will in due course be replaced by online shopping.
Jewellery TV shopping offers education and fair prices for the keen jeweller (The Who's, What is and Why's of Jewllery TV 2012)
The popularity of the market indicates a successful future but e-commerce might be just that bit stronger.