MA Fashion Retail
Hello, my name is Laurel Hoffman, I am originally from the San Francisco Bay Area, but have been studying here at LCF for the past two and a half years, in Fashion Management and through this MA Retail course. Before coming to London I worked as a assistant buyer at a well known luxury retailer in the states. I have a business marketing background and have interests in retail branding and marketing. My research looks at how unpaid celebrity endorsements effect consumer behaviour both in the US and the UK. This study examined two relevant companies whose main strategies involve unpaid celebrity endorsements, Asos in the UK and Boutique to You in the US. My research identifies key attitudes in relation to the specific unpaid endorsement forms of celebrity red carpet, gifting, and street style. These processes were then analyzed by utilizing two classical consumer behavioral theoretic frameworks. Findings included positive affirmation of the influence of celebrities on fashion conscious consumers. Street style was found to be the most influential and credible form of unpaid endorsements for consumers in each demographic location. Conclusions were drawn with recommendations of continued use of unpaid endorsement methods, with a sharp focus on social media, highlighting celebrity street style looks.