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In recent years, the adjustment of policy-oriented wind direction, the failure of celebrity traffic, and the frequent occurrence of negative events in advertising endorsements have led to increased uncertainty in the advertising endorsement market, which has posed challenges to brand endorsement marketing decisions. Yien data shows that in the past year, the number of official spokespersons in the clothing and accessories industry has exceeded 360, second only to the beauty and skin care industry. Among them, nearly ninety percent of the spokespersons are entertainment stars, and their occupations are dominated by actors, singers, models and other artists in the film and television circles, and there is a lack of crosstalk comedies and variety show hosts with high commercial value. From the perspective of categories, clothing and accessories brand owners prefer young powerful people and idol artists, accounting for nearly 6 percent. From the perspective of crowd structure, women and youth are the main characteristics of clothing and accessories spokespersons.
In terms of marketing methods, the marketing methods of celebrities in the clothing and accessories industry are becoming more and more diverse. In addition to the official announcement of the endorsement brand on Weibo, there are more and more related content such as the Weibo commercial promotion of non-endorsed products, the release of branded life notes on Xiaohongshu, and the shooting of Douyin commercial videos, and the amount of interaction is much higher than the interaction of the brand owner's spontaneous content; In addition, celebrity live streaming provides more possibilities for small and medium-sized clothing brands with limited budgets to break the circle; In addition, innovative marketing methods such as clothing brands binding stars for in-depth implantation of film and television dramas, and sponsorship of star activities with the help of star influence have emerged in an endless stream.
