Dissertation ;HOW EFFECTIVE ARE CELEBRITY ENDORSEMENTS IN CHANGING UK Essay

Dissertation ;HOW EFFECTIVE ARE CELEBRITY ENDORSEMENTS IN CHANGING UK CONSUMER ATTITUDES ABOUT VARIOUS CLOTHING BRANDS - Essay Example The paper has been based on two main objectives, i.e. Studying the consumer attitude towards brands and Studying the impact of the celebrity endorsements on UK customer attitudes in clothing industry. The paper has a major limitation as it lacks a qualitative research and is also focused on the low income group of the population. The research findings clearly highlight that a majority of the individuals are not impacted by the celebrity endorsements. Branding is one of the most essential aspects of any business. In the recent times, the main motif behind complete branding can be understood to be attempts to combine the customer preferences with the various diverse activities. The impact of celebrity endorsements on an overall brand specifically in the clothing industry is essential to understand and relate to. The form of marketing adopted by marketers significantly affect the consumer purchasing style and decisions. Fashion marketing is a complicated business process, much like any other industry, which involves everyone in the industry from manufacturing workers to the retail buyer. Clothing is produced, promoted using a variety of mediums, and ultimately delivered to the final buying segments. Once in the retail environment, the buyer instructs salespersons about new clothing merchandise, develops employee talents in selling and sales techniques, and generally has flexibility in deciding on specific fashions and designs (Care ers, 2005). All of these activities contribute to the process of ensuring that sales targets are met for both the manufacturer and the retail organisation which carries the fashion brands. In the UK alone, consumers spent  £46.2 billion on clothing in 2006 (Brand Strategy, 2008). Across the whole of Europe, consumers spent 311.6 billion Euros on clothing and fashion, representing a very profitable industry internationally. Marketers hence recognise this industry is very large and

The diamonds water paradox Movie Review Example | Topics and Well Written Essays - 500 words

The diamonds water paradox - Movie Review Example This can be viewed as the reasons behind Argyle’s successful entrance into this market. The firm’s dictatorial styles is used in marketing diamonds where customers have to take what is available or leave it is under threat from Argyle (Peng 316). Argyle diamonds may be of a lesser quality as compared to those of De Beers, but are on high demand. This is because world diamond prices have reduced in the past few years. Customer tastes have changed to an increased demand for cheap, high quality diamonds supplied by Argyle. This has led to most of these customers demanding more of Argyle diamonds than those from De Beers. Thus, De Beers faces a threat as it shifts from the diamond industry monopoly to an oligopoly market type from the competitor Argyle. In this case, both companies are providing the same product. The view from De Beers’ side is that the presence of Argyle has no effect on their monopoly. The firm is believed to be the sole producer of high quality, premium diamonds. The diamond market today is not only dominated by De Beers and Argyle. Other firms from other nations such as the Russians have today made an impact in the diamond market on a global scale, thus causing De Beers to risk losing its advantages as a monopoly. However, despite the presence of other upcoming competitors such as Argyle, De Beers can still be classified as one the most enduring monopolies in the world (Kanfer 402). When the diamond industry was an oligopoly in the 20th century, there were still other substitutes for diamonds such as emeralds and rubies. However, most still believe that there is no other gem that exhibits the same characteristic, such as the diamond. This was perhaps the belief created in the advertising campaign in the late 1990s by the only diamond seller. This supposition may still be there; therefore the diamond as a unique product has no competing