[28.11.08]Charisma of endorsers of various brands boosts sales

[2008.11.28] [新聞] <行銷教室》品牌代言人魅力 影響銷售>[S.H.E相關]
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行銷教室》品牌代言人魅力 影響銷售


【經濟日報╱陳翌函】 2008.11.28 02:47 am


天氣轉涼，新一季的服飾品牌廣告代言人紛紛出爐。潘瑋柏擔任香港服飾集團I.T旗下品牌http://www.izzue.com的服飾造型師、卓文萱擔任IBS牛仔褲的品牌代言人，S.H.E今年擠下林依晨，為TOP GIRL品牌代言。

這些藝人知名度高、形象清新，這也是服飾廠商挑選品牌代言人首要考量。不過業者強調，代言人形象與商品是否符合，也十分重要。

TOP GIRL行銷企劃施家雯指出，今年雖然不景氣，但公司看好品牌發展，砸下五、六千萬元行銷宣傳預算，包括以近千萬元代言費，力邀S.H.E擔任代言人。

隨著近期S.H.E的發片宣傳與主打歌「Top Girl」的強力播放，TOP GIRL服飾倍受注目，也帶動銷售。業者透露已開始洽談續約事宜。TOP GIRL計劃2010年前進大陸，以上海作為灘頭堡，因此亟欲借重S.H.E在兩岸的高人氣，打響品牌知名度。

IBS牛仔褲今年秋冬也換上迅速竄紅的新生代藝人卓文萱擔任品牌代言人。企劃副課長許雅芳表示，目前正值卓文萱的唱片發片期，接下來還有12場大小型活動，希望藉著她的宣傳活動，拉近與消費者的距離。

許雅芳透露，IBS去年將客群年齡層從18歲至25歲，提高到25歲到35歲，同時把版型設定為修長腿型女性，並請來符合該褲型的高佻女星李妍瑾詮釋品牌，未料業績一路下滑。

今年，IBS降低購買年齡層為18歲至35歲，也以能夠修飾腿型及身高作為新版型設計，因而找來個頭嬌小、年紀較輕的卓文萱，希望藉由她的詮釋，充分表現出新褲型修飾腿型與拉長身高的效果。

提到I.T集團旗下品牌http://www.izzue.com，大多數人都會聯想到張曼玉，因為她就是該品牌首任服飾造型師，親自參與設計，引起不少話題。

今年http://www.izzue.com首次挑選台灣男藝人潘瑋柏擔任服飾造型師。行銷經理樊沁麟表示，看中的是他的外型，在中港台都知名度，能橫跨兩岸三地的消費市場。

由此可知，鎖定年輕族群的服飾品牌，只要選對代言人，就能利用其知名度和形象產生的群眾效應，締造佳績，甚至成為開拓新市場的利器，也難怪廠商肯砸下重金、樂此不疲。

【2008/11/28 經濟日報】

http://udn.com/NEWS/FINANCE/FIN11/4620488.shtml

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[28.11.08]Charisma of endorsers of various brands boosts sales

Note: Please credit jastan87 of CEFC for translation of article and do not edit any parts of this article. Please quote this translated article (including this note) in its entirety. Thank you for your co-operation.

This year S.H.E replaced Ariel Lin and became the endorser for the brand TOP GIRL.

These artistes are famous and have refreshing image, this is also the top most consideration which the clothing brand have in mind when they pick the endorsers. However the entrepreneur emphasized that it is also important for the endorsers’ image to match the product.

TOP GIRL marketing planner Shi Jia Wen pointed out that although the economy for this year is not good but the company has high hopes on the product development; they had a budget of 50,000,000 to 60,000,000 including the endorser fee of nearly 10,000,000 to invite S.H.E to be the endorser.

Recently with the release of S.H.E new album and the strong broadcasting of the theme song ‘Top Girl’, TOP GIRL clothing had gotten lots of attention, and it also brought up the sales. The entrepreneur revealed that they have already started discussing about renewing the contract. TOP GIRL plans to expand into China in 2010 using Shanghai as the first stop, hence they intend to use S.H.E popularity in both countries to make the brand known.

thanks for the trans jas!
SHE is really so popular and their popularity helps the TOP GIRL to be known not only in Taiwan but also in other countries as well..

yeah!! you're right angeleyes!!!
GO S.H.E!! JIAYOU!!

p.S. thanks jastan!!