The atypical Kate Moss and the fashion industry’s insatiable desire for celebrity endorsement

Prendergast, Samantha (2011) The atypical Kate Moss and the fashion industry’s insatiable desire for celebrity endorsement. BA dissertation, University of Portsmouth.

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    Abstract

    For the purpose of this dissertation, Kate Moss will be discussed in relation to the prevalent fashion advertising strategy of celebrity endorsement. This topic is worthy of academic exploration for a plethora of reasons. Primarily, celebrity endorsement is a frequently utilized communication tool that dupes fashion companies into a belief that they will gain the competitive advantage over their rivals. Further to the above, celebrity endorsement is commonly mistaken as a contemporary marketing technique. Yet celebrity endorsement has been widely used since the nineteenth century by luxurious fashion brands. Inventor of Haute Couture, Charles Worth, is believed to have been the initiator of utilizing this technique, with the desire to generate a wider audience appeal for his fashion house, La Maison Worth. It is only in recent years that high street brands have adopted this strategy to suit their needs. Kate Moss has been an enduring fashion icon who at a glance appears to debunk the rules of celebrity endorsement. Whilst negative publicity is a major risk factor associated with celebrity endorsers, the scandalous headlines revealing the socially undesirable behavior of Kate Moss, have surprisingly provided a number of new contracts and increased her net worth. Furthermore her effortless ability to endorse both luxury and non-luxury brands simultaneously, without affecting the perceived level of trustworthiness and believability illustrates her uniqueness as a celebrity endorser. Kate Moss will also be discussed in relation to four past academic theories, which claim to explain celebrity endorsement.

    Ultimately this dissertation aims to explore the suggestion that Kate Moss is an anomaly in the world of celebrity endorsement. To achieve this, chapter one will define celebrity endorsement and what constitutes a celebrity. This will then be related to past academic theories in chapter two with reference to Kate Moss. Chapter three will examine potential risks to successful celebrity endorsements. Finally, the last chapter will assess the use of celebrity endorsements for both luxury and non-luxury brands.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Creative and Cultural Industries > School of Art and Design
    Depositing User: Jane Polwin
    Date Deposited: 16 Nov 2012 09:25
    Last Modified: 28 Jan 2015 12:09
    URI: http://eprints.port.ac.uk/id/eprint/9436

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