What influence does celebrity have on womens buying habits when it comes to jewellery and fashion?
Susan Langdon: Clearly the big designer brands believe that celebrity endorsements will win over consumers and translate into big sales. Recently, for example, we saw the French Oscar-winning actress Marion Cotillard [ La Vie En Rose] hired as the face of Lady Dior, and Katie Holmes is endorsing Miu Miu. They join a long list of other celebrities who use fame to sell fashion. It has an effect on sales and, ultimately, that’s what it comes down to. Why do we like things that celebrities like (or appear to like)? Susan Langdon: I’ve heard that you need to see something at least three times before you believe it. So if you see a celebrity endorse a product and it’s someone you recognize, you start to believe: It becomes a credible product. You start to believe, for example, that Nicole Kidman really does wear Chanel perfume. For the average consumer, it gives them a sense of comfort and confidence. What are the benefits to a brand of associating with a celebrity? Susan Langdon: It can add
