There’s no denying that today’s luxury fashion brands have an extensive list of famous faces to choose from as brand ambassadors. From supermodels to actors, everyone is vying for the chance to become the face of one of the biggest fashion houses. But more recently, luxury fashion labels have instead been turning to athletes for their marketing needs. Through this article, let’s uncover why luxury fashion houses are gravitating towards athletes as brand ambassadors in 2020.
1. Understanding Luxury Brand Influence
A luxury brand is more than a product. It’s a symbol of status, wealth and prestige. As such, it has a powerful influence over the lives of many. To understand why luxury brands have such a strong influence, we must take a closer look.
A luxury brand has intrinsic qualities. Its high price tag signals quality and exclusivity, while its reputation for innovation in design, craftsmanship and materials establishes it as an authority on modern elegance. These qualities draw admirers from both traditional and trendsetting sectors.
- Emotional Appeal: Consumers are often emotionally attached to luxury brands for their beautiful design, commitment to quality, and unique story.
- Maturity: By demonstrating maturity and sophistication, luxury companies show consumers what it takes to be successful and inspire them to join the club.
- Recognition: Owning a high-end product gives shoppers recognizability—which leads to admiration and praise from others.
- Desirability: A luxury brand’s desirability comes from an envy of those who can purchase it. People want what others can have and the exclusive VIP treatment.
These qualities within luxury brands motivate people to act. Whether they become avid brand supporters or aspire to join the club, their reactions to luxury brands are powerful. Here, it is clear that luxury brands can influence people on both conscious and subconscious levels.
2. Exploring the Rise of Sporting Figures in the Luxury Space
Recently, there has been an increasing trend of high-profile sports figures joining the luxury market. From fitness and nutrition brands to fashion houses, athletes are collaborating with big labels as promoters, influencers, and ambassadors.
The greatest luxury players are teaming up with the most recognizable sports figures.
- Nike has enlisted NBA star Lebron James, golf phenom Tiger Woods, and Golden State Warrior Stephen Curry to create signature collections.
- Puma has anointed fashion icon Rihanna and Paralympic gold medalist Ricky Johnson as ambassadors.
- Yves Saint Laurent signed Olympic gold medalist Usain Bolt as their menswear model.
This trend is being fueled by the fact that celebrity figures and athletes are more influential than ever before. The public is tuning in to the lifestyles and success of professional athletes to gain inspiration and a better understanding of the luxury market. Celebrities and sports icons are part of the same overall narrative, and when they join forces, it can create a powerful statement. Luxury brands are taking full advantage of the media platforms available to make an impact.
3. Investigating the Power of a Brand Ambassador
The power of a brand ambassador to support and widen a company’s reach is invaluable. Marketers have been using brand ambassadors for years to successfully promote their products, tapping into existing celebrity fan bases and creating new ones. But how can we investigate the true power of a brand ambassador? Here are some steps you should take:
- Understand your goals. Do you want to increase awareness, or develop deeper relationships with customers? Investigate case studies of others who have used brand ambassadors to see which results have worked best for them.
- Choose creatively. Depending on your goals, consider which type of ambassador would be most effective – thought leaders in industry, celebrities, or everyday influencers? Keep in mind the qualities that will resonate with your target customers.
- Evaluate the results. Describe specific methods you’ll use to track the progress of your brand ambassador campaign. Evaluate the results and not just success based on metrics, but also on anecdotal feedback from customers.
Applying the right strategy to the selection of a brand ambassador can help you reap maximum rewards and increase your bottom line. Invest the time and resources to find the best fit for your campaign – the juice is worth the squeeze.
4. Capturing the Consumer through Intimate Connections
The key to connecting with the consumer is through intimate relationships. These connections can be achieved through many different tactics:
- Building trust
- Creating a strong social media presence
- Focusing on customer experience
- Providing relevant and pertinent information
Providing a customer experience that is personal and tailored to their needs is the most effective way to capture the consumer and have them coming back for more. Showing your customers that they are more than just a number is the driving force you need to build that connection. Additionally, making sure your content offers value to the customer while not necessarily always promoting your services is a great way to build an intimate connection with them. Inviting customers to join loyalty programs and providing rewards not only for their purchase loyalty but also for their activity in the community is a fantastic tool for building relationships.
The value that luxury brands get from associating with athletes has made them look to them more and more for successful partnerships. As athletes become even more visible in our culture, the use of them as brand ambassadors is a welcomed move all round: luxury brands can benefit from their increased visibility, while athletes can gain even more notoriety and success. It’s a win-win of luxury and athleticism!
