Ying-Hsuan Lai_dissertation

The Function and Impact of
Celebrity Endorsements upon
Brand Awareness
A Case Analysis of Tiffany & Co. of their
Upcoming Advertising Campaigns
Name: LAI, Ying-Hsuan
MA Design: Fashion & Textile Marketing
Academic Year 2010-2011

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The University of Southampton
2011
Faculty of Business and Law
Winchester School of Art
ARTD6057 Final Project
The Function and Impact of Celebrity Endorsements
upon Brand Awareness
A Case Analysis of Tiffany & Co. of their
Upcoming Advertising Campaigns
23952202
Presented for MA Design: Fashion & Textile Marketing. This project
is entirely the original work of student registration number
23952202. Where material is obtained from published or
unpublished works, this has been fully acknowledged by citation in
the main text and inclusion in the list of references.

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Table of Contents
Abstract…………..……………………….…...………………………………..….5
Part I: Industry Context
Chapter 1: A Review of Celebrity Endorsements’ Effect on Advertising in the Fashion
Industry
1.1 The Nature and Purpose of Celebrity Endorsements……………………………....…..8
1.1.1 Fame is the Key…………………………,,……………………..……………9
1.1.2 Brand Awareness and Brand Equity…………………..………………………10
1.2 The Function and Impact of Celebrities in Fashion and Advertising…………………….13
1.3 Conclusion…………………………………………….………………..………….15
Part II: Management Issue
Chapter 2: An Evaluation of Opportunities Faced by Tiffany &Co.
2.1 Current Marketing and Advertising Operations…………………..……………………17
2.2 Why Tiffany & Co. Needs Endorsement for Handbag Collection…………...…….…….19
2.3 What Tiffany & Co is Missing: Keeping Up with Competitors……………….………….22
2.4 Challenges and Risks in Celebrity Endorsements……………………….……………24
Chapter 3: Choosing and Using Celebrities for Tiffany & Co.
3.1 Current Status of Tiffany & Co.………………………………..……………………..28
3.2 Selecting the Right Celebrity………………………………………...…..…………..29
3.2.1 Attractiveness of the Celebrity…………………………………………..……30
3.2.2 Credibility of the Celebrity…………………………………………………….31
3.3 Celebrities Representatives and Brand Ambassadors……………………….………..32
3.4 Conclusion…………………………………………………………………….……34

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Part III: Visual Analysis
Chapter 4: When the Advertising Campaigns are with or without Celebrities
4.1 Campaigns of Tiffany & Co.……………………………………………….…………36
4.2 Campaigns of Tiffany’s Competitors……………………………………………..…..38
4.3 Conclusion………………………………………………………………………….40
Conclusion……………………………………………………...……………..…41
Appendix
Research Design…………………………………..…………………….....……….…44
References and Bibliography…….……………………..…..……………46
List of Illustrations….……………………..………….……………………….48

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Abstract
Purpose – This research aims to examine the function and impact of celebrity endorsements
on advertising campaigns in the fashion/luxury industry, and the opportunities and potential
risks of using celebrities. Tiffany & Co. is the case in this project that will review regarding its
previous and current marketing operations, and the reasons why the jewellery house requires
a well-known figure for its new fashion accessories line of leather goods. In addition, the
research evaluates how Tiffany & Co. can choose a proper figure and the way to utilise him/her.
Finally, the advertising campaigns with or without celebrities of Tiffany and its competitors will
be analysed along with a conclusion of the accessibility of celebrity endorsement of Tiffany &
Co.
Design/methodology/approach – This research is based on a review of literature and uses a
case study approach. Sources of data included books, e-journals from online sources like
Emerald, and official websites of various fashion and luxury brands. The project suggests the
framework for building higher brand awareness for new products by using celebrity
endorsements in sequential order, namely, reviewing the purpose of endorsements in the
fashion world, displaying the reasons for cooperating with celebrities, demonstrating the
process of using celebrities, and comparing and contrasting different advertising campaigns
from several labels.

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Findings – The results indicate that having a celebrity as endorser for Tiffany & Co.’s new
accessories line is likely to benefit the brand, as then the company will not only rely on its
heritage from the jewellery sector to successfully maintain its business in the competitive
fashion market. The fame and credibility of the chosen celebrity may positively enhance brand
awareness and equity, once the media and public can associate the well-known figure with
Tiffany. The company must be reintroduced to target consumers, placing itself as a jewellery
house which also sells exquisite and beautiful fashion products, and a celebrity is indeed able
to deliver the massage of the brand by attracting more attention from the masses. However,
there are also potential risks of using a celebrity if the endorser (he or she) has been involved
in scandals or other inappropriate behaviours.
Value – This project is among the first to examine and consider the possibility for Tiffany & Co.
to use celebrity endorsements on advertising campaigns for its fashion products. It also
confirms the impact of endorsers upon brand awareness and brand equity.
Keywords –Celebrity Endorsements, Fashion Brands, Brand Awareness, Tiffany & Co.,
Advertising
Paper type – Research paper

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Chapter 1: A Review of Celebrity
Endorsements’ Effect on
Advertising in the Fashion Industry
1.1 The Nature and Purpose of Celebrity
Endorsements
Fashion brands initially sell their products and attract customers on the basis of brand
history, heritage designers or simply the names of labels (Jackson and Shaw, 2009).
Nonetheless, fashion companies need to apply more methods to communicate with their
customers in order to keep them curious about the brands (Pringle, 2004), as well as to
maintain their businesses in this competitive fashion market. In these cases, celebrities in the
advertisements are the most widely seen in the entire industry, since they are regarded as
added value on emotional and psychological aspects, particularly in displaying scenes of
beauty, glamour, wealth, health, vigour, seducing customers to give their time and attention to
the brands (Pringle, 2004). The concept of celebrity endorsement is never complicated: fashion
brands do not merely present the products in their advertising campaigns, but also cooperate
with celebrities to display the items on the images. Many fashion companies have realised that
people notice or purchase the products after celebrities express their fondness or connections
with the labels (Sager, 2011); additionally, fashion brands have also understood that people
strive to feel pretty, important and recognised as celebrities and will be unconsciously affected

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by the ambiance created by the brands (Okonkwo, 2007). Consequently, fashion companies
frequently advertise new products with celebrities such as supermodels, singers, movie stars
and sports players.
Fashion houses and celebrities have been acting in close coordination for a long time.
Those public figures indeed play a crucial part in brand-growing processes, because fashion
houses need them to help establish brand personalities, shaping or improving their public
perceptions through a great amount of media exposure (Keller, et al., 2008). Moreover, fashion
brands demand celebrities who will assist in increasing their brand awareness, also influencing
consumer behaviour and purchasing intent. These are the fundamental purposes of celebrity
endorsements within the fashion industry.
1.1.1 Fame is the Key
There has been a growth in using
celebrities for brand communications in fashion
advertising, and the use of them is definitely
appropriate and could be potentially increased in
the future (Pringle, 2004). The key of using
celebrities in fashion advertising is their fame
and their capability to raise curiosity from the masses, two reasons that are likely why the
brands pursue such endorsements (Pringle, 2004) (Figure 1).
Figure 1. Uma Thurman was a celebrity endorser for
Louis Vuitton in 2005. Her fame should be the key of
such cooperation with the fashion brand.

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The considerable fame of celebrities can be a powerful tool to increase media exposure,
and they are regarded as more powerful than anonymous models. Hence, fashion companies
tend to associate the images of those well-known figures in relation to their own brands in
advertising campaigns (Carroll, 2009). Celebrity endorsements are considered as potentially
potent tools in communications: the fame of the famous can help fashion labels to create
higher awareness, and such awareness can lead to higher visibility (Okonkwo, 2007) in the
market. As a result, the brands obtain more familiarity and resonance with the public because
of the influences of celebrities (Pringle, 2004) (Figure2). Such celebrities have enormously
influenced customers in this decade and have become very
influential to the public through the release of various
advertising campaigns (Okonkwo, 2007), and they are
occasionally more attractive to the customers than the
brands themselves (Pringle, 2004). Therefore, celebrities
are used to convey the messages from fashion houses
about their new products to the public, and this is one of the
reasons that fashion labels need to be connected with celebrities’ names (Pringle, 2004).
1.1.2 Brand Awareness and Brand Equity
Celebrity endorsements in the fashion world are a crucial technique for sustaining
businesses; celebrities have undeniable high public awareness that means that people can
Figure 2. Chanel gained more
familiarity with the masses through
the advertising campaigns with a
fragrance and Nicole Kidman.

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notice them easily and be very familiar with them (Pringle, 2004). As a result, fashion labels
may take advantage of their notoriety by cooperating with them. Celebrities can efficiently
convey partial or all brand value if they are carefully chosen. Fashion houses need continual
attention to maintain their awareness and reputation, and celebrities are able to help the
brands to offer relevant resonances which lead to lasting relationships with their customers
(Pringle, 2004).
Celebrities may advantageously increase brand awareness for fashion labels through
their endorsements. The term Brand Awareness indicates an important element to the brands
for their ability to be remembered when they go public (Okonkwo, 2007). For example, when
people see the advertising campaigns released from fashion houses with new products, they
will associate the images with the brands and remember them. Similarly, high brand awareness
enables people to recall certain fashion brands from memory once they relate the brands to
their products, or mostly to the celebrities (Okonkwo, 2007) (Figure 3). If fashion labels are
connected with the famous and establish such
associations, they will be in the subconscious
among customers when they come across any
advertising communications or products
(Okonkwo, 2007). Celebrity endorsements in
advertising in the fashion industry are major tools
to create awareness because their fame can help the brands to obtain more attention from the
Figure 3. Many consumers will connect Charlize
Theron with Dior because of the advertising
campaign of its fragrance, J’adore, and Dior may
obtain higher awareness from this.

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media, achieving higher levels of exposure among their target customers, and increasing
higher levels of visibility in the market (Okonkwo, 2007). Fashion brands somehow require
celebrities to build up familiarities with the public for raising their awareness, and it is one of the
facts to successfully maintain the sales in this competitive market.
Apart from raising brand awareness, celebrity endorsements may also influence brand
equity. Brand equity is a unique set of all the powers or features a brand exhibits, including
visual attributes, level of awareness and familiarity (Okonkwo, 2007). Additionally, it refers to all
the distinctive qualities attached to a brand that are perceived by customers, and then live in
their hearts and minds (Brandt and Johnson, 1997). Consequently, the connections between
celebrities and fashion houses may strengthen customers’ impressions toward the brands, due
to the increasing awareness from advertising campaigns and other measures (Seno and Lukas,
2005), which definitely influence customers’ perception of the brands. Customers are
frequently curious about celebrities’ lifestyles, from their fame, to the goods they own (Spry,
Pappu and Cornwell, 2009), and celebrity endorsements offer customers reasons to prefer
particular labels and their products instead of others (Okonkwo, 2007). The inherent worth of
the labels thus can be viewed by the public through the assistances and influence of
celebrities.
Sustaining the growth of brand equity will increase value for fashion brands, and celebrity
endorsements enhance favourable brand associations in customers’ consciousness (Okonkwo,

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2007). They reinforce what the public see, hear and feel about the brands, and the overall
experiences may raise brand equity, resulting in more chances to survive in the global market.
Fashion companies are always keen on spreading awareness of their businesses,
despite the fact that they commonly already possess high recognition. Celebrity endorsements
in advertising campaigns are the most widely practiced of the strategies, since they may
effectively convey the messages of new products. Fashion houses truly need celebrities to
achieve their aims by linking their faces with the labels.
1.2 The Function and Impact of Celebrities in
Fashion and Advertising
Celebrities appearing in fashion advertising campaigns are placed there to deliver and
strengthen the messages of the brands by connecting their fame with the labels; additionally,
they make the products and campaigns surpass the competitors by convincing the customers
of the integrities and qualities of the goods (Okonkwo, 2007). Furthermore, such celebrity
endorsements help to position, re-position, or revive the living fashion brands, reaching new
global markets by generating PR influence and ultimately advancing brand awareness
(Okonkwo, 2007). Consequently, celebrities do not merely promote the products, they are
deemed as representatives of fashion brands when they are featured in the campaigns. They
are so famous that their faces and names will be easily noticed by the masses after attracting
attention from the media.

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Apart from the various functions of celebrities in fashion advertising, those endorsements
also have a remarkable impact on fashion houses. The endorsements directly relate the
celebrities’ characteristics (successful, influential, wealthy, luxurious and stylish) to the fashion
brands; thus, customers may also attribute those features to the labels themselves (Okonkwo,
2007) (Figure 4). Despite that fashion houses already have their own unique and strong brand
personalities, they can still benefit from celebrity
endorsements. The images of well-known figures
will be a part of fashion brands, and those
characteristics may arouse people’s desire to
obtain the endorsed products. Furthermore, those
celebrity advertising campaigns will still likely be
remembered by the public after the whole promotion process has passed (Okonkwo, 2007).
Those gorgeous people in the campaigns keep telling the customers to obtain the same
fashion goods as they do, and such an effect constantly exists every time people see the
celebrity icons (Okonkwo, 2007).
Fashion brands need to ensure that they attain high awareness, favourability and likeability,
and then they will be able to build up higher reputations and closer relations between their
customers and their brand promises (Pringle, 2004). To have celebrities in the advertising
campaigns enables the brands to be associated with the faces and personalities of those
figures. Certain brand-appropriate celebrities who are esteemed by their fans may also create
Figure 4. Customers are likely to associate
Madonna’s successful, influential, wealthy,
luxurious and stylish images with Versace’s brand
value and products.

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the senses of trust around the endorsed brands themselves; therefore, those endorsements
will be advantageous to fashion brands once the celebrities agree to be associated with them
(Pringle, 2004). The powerful features of celebrities can never stop influencing the brands they
work for, since the characteristics of celebrities will be bonded with the labels.
1.3 Conclusion
Celebrity endorsements are extremely likely to benefit fashion brands on the basis
of their fame and notoriety, and they are mostly used to raise awareness, equity, and even
consumers’ purchase intent. Celebrities also convey the advertising messages, attract higher
attention, and refresh images for fashion brands by connecting their faces and associated
aspiring characteristics with the labels. Those well-known people truly have terrific impact on
the fashion world, and there will be more collaboration happening in the future. Nonetheless,
one of the world’s premier jewellers, Tiffany & Co, has hardly utilised celebrity endorsements in
their advertising campaigns. This American jewellery house usually simply advertises the
products alone or occasionally uses models. Tiffany & Co. have launched a new handbag
collection recently, and there are only images of the new products in their campaigns as usual.
The following sections will evaluate the possible changes, opportunities, challenges and
methods that celebrity endorsements may offer this noted jewellery company to refresh its
advertising strategy in the fashion marketplace.

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Chapter 2: An Evaluation of
Opportunities Faced by Tiffany &Co.
2.1 Current Marketing and Advertising Operations
Tiffany & Co. constantly presents advertising campaign with only its products or
occasionally with models (Figures 5). As a result, this world-renowned jewellery firm has never
been connected with or utilised any celebrity in press
advertisements, but does so occasionally through
sponsorship of red-carpet events. Such a style of
advertising operation was successful because the high
reputation, public awareness, and rich heritage of this
premier jeweller have existed in luxury/jewellery market since 1837 (Tiffany & Co. Official
Website, 2011). Tiffany’s most powerful marketing tool has been the Tiffany Blue box
(Blackburn, 2004). Its vice president of marketing, Caroline Naggiar, had once said that its
popularity and visibility in advertising campaigns symbolised the entire institution of company,
which was an incredible piece of brand equity (Gomelsky, 2003).The public and the media
could easily recognise the label through the Tiffany Blue box and all of its gemstone products
without the advertising endorsements of celebrities. However, the CEO of the company,
Michael Kowalski, has stated that Tiffany shall keep launching a wider range of product lines of
Figure 5. One of Tiffany’s engagement
ring campaigns, only with the products.
The brand relies on Tiffany Blue to
create a fantasy.

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less expensive and innovative items to increase their customer base during the current year
(Wright, 2011), mainly in categories like sterling silver accessories, fragrances and leather
goods. The reason that Tiffany will extend into these competitive categories is that their new
products can usually grow sales and enhance customer awareness (Tiffany & Co. Official
Website, 2011). Consequently, Tiffany now needs to transform from a celebrated jeweller,
which already possesses a worldwide reputation and notability, into a label that sells various
accessories in an extremely competitive fashion market.
Tiffany recently introduced a leather collection of reversible totes, and once again came
along with advertising campaigns that only demonstrated and showcased the products (Figure
6) (McFarland, 2011). In this case, the splendid history
and heritage of the brand may not be sufficient to
attract the customers, since Tiffany is now stepping into
the fashion market in which the company was never
previously involved. Therefore, celebrity endorsements
particularly in the advertising campaigns may be what
Tiffany & Co. needs at present, because celebrated endorsers can play a valuable role in
increasing brand awareness, equity and competitive position of the brand in new markets (Till,
1998), and achieve further public attention and notability by refreshing and repositioning the
brand. These associations can help the public to notice and be interested the new Tiffany
handbags, rather than others’ handbags or the jewellery products from the label.
Figure 6. Tiffany’s latest leather goods
collection. The products are still the only items
on all the campaigns.

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Upon on launching new handbags and expanding the business into the fashion field,
Tiffany encounters a potential obstacle of maintaining its elite image whilst attempting to draw
a broader array of consumers (Bongiorno, 1996). As mentioned previously, Tiffany has become
world-renowned by selling glamorous jewellery which assumes a wealthy and luxurious
lifestyle; however, the brand now requires more attention on its new fashion products, since
Tiffany cannot ascertain if the customers will immediately adore those leather goods. Hence,
the priority for Tiffany & Co. is to transfer its elegant affluence into the ready accessibility of less
expensive items (Rosen, Tunick, & Samuels, 2004), ensuring the customers will purchase its
new handbags and will choose Tiffany instead of other brands. Tiffany has to reintroduce itself,
its heritage, and value to the world with a different marketing strategy, because the company
will be facing a market that is already competitive.
Tiffany currently requires creating an emotional attachment between the consumer and the
new handbags instead of completely relying on the blue box, and also must invent a new
association for the brand and the products, to keep attracting customers to live the lifestyle of
Tiffany & Co. and to consume those leather goods.
2.2 Why Tiffany & Co. Needs Endorsement for
Handbag Collection
Tiffany & Co. once again steps into fashion market with a leather handbag collection, and
this is an excellent opportunity to demonstrate brand value to more customers in the target

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market; in addition, Tiffany can enhance brand awareness and equity via the newly launched
items. In such circumstance, celebrity endorsement may be a chance to achieve the goals, and
even the sales.
The target consumer group of Tiffany’s new handbags is not merely the females who
have high social and economic status; these more affordable items are also aimed at
discerning customers who admire exquisite products and the emotional pleasure of owning the
best from Tiffany (Blackburn, 2004). The target customers are only those status-oriented or
affluent individuals, but more likely on advertising directed women (Frings, 2005) who desire to
own different items made of Tiffany’s essence. These customers are sensitive in fashion and
have similar aspirations toward Tiffany: they wish to display their wealth and social distinction
with leather bags rather than jewellery; they surely adore Tiffany, yet they spend less at the
stores this time (Jackson and Shaw, 2009). Thus, it is essential to demonstrate brand value in
the products to attract these customers, assuring they understand the uniqueness of Tiffany
and its heritage upon the handbags.
Yet Tiffany has not considered much about such
endorsements: the popularity and emotional connection of Tiffany
Blue Box and its heritage enables Tiffany & Co. to focus simply on
the products on advertising images without overly concerning having
endorsers to maintain its high awareness (Lorge, 1998) (Figure7).
The public can easily recognise the brand and receive the messages
Figure 7. According to Tiffany &
Co., the world has been
enthralled with this distinctive
box since the very beginning
that the label has been relying
on the Box to keep its
awareness.

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of new products. In other words, Tiffany ought to take advantage in offering lower-priced items
among jewellery customers; however, Tiffany now needs to guarantee its affluent customers
that the elite image and high quality of products will not be diluted, even though the new
collection has become more affordable for expanding consumer base (Blackburn, 2004).
Therefore, Tiffany & Co. requires a trigger to announce that it is formally in the fashion
market and have launched a series of leather bags that also inherit Tiffany’s spirit. The publicity
of having a celebrity endorser in advertising campaigns can make the consumers effortlessly
be aware of the handbags and imply them to purchase into a Tiffany lifestyle on a product level,
because his/her fame and is the key for people to capture the new products from the
campaigns, and the company will increase its value, awareness and equity (Frings, 2005).
Thus, linking the Tiffany handbags with a famous figure will be a fresh start to reach Tiffany’s
various target groups.
Tiffany should provide an object, a celebrity endorser, who the customers can identify
and bond with the label (Weilbacher, 1995). As mentioned previously, Tiffany & Co. owns rich
heritage as a noted jeweller that it does not have to promote the products with celebrities on
the campaigns to attract media attention. Nonetheless, it is a different condition that the
company has to deliver new marketing operations to allure its customers, assuring they notice
the leather bags and they will adore them as they do to jewellery.

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2.3 What Tiffany & Co is Missing: Keeping up with
Competitors
Aside from demonstrating brand value and creating awareness and equity to attract
potential customers, keep up with other jewellery houses which have also extended into the
fashion market to obtain higher media coverage and are reasons for Tiffany & Co. to use
celebrity endorsers in the new campaigns. Bulgari, a magnificent Italian jeweller since 1884,
and Chaumet, a French jeweller to Napoleon since 1780, are both distinguished by their
jewellery products and splendid heritage just like Tiffany & Co.; however, these two
competitors have already used celebrity endorsers in advertising campaigns, and have gained
wider recognition when launching their new products (Garrahan, 2011). The public noticed the
campaigns from their media exposure, and have known more about the brands’ new
collections.
For example, Julianne Moore has been an endorser for the Bulgari jewellery and
handbag collections since 2009 (Figure 8), when the brand asserted that Julianne added her
timeless charisma and inescapable magnetism to
the campaigns, along with her extraordinary
beauty and confidence, all of which was extremely
ideal for Bulgari’s image (Mock, 2010). Having
celebrities in advertising campaigns indeed
Figure 8. Julianne Moore has been worked with
Bulgari since 2009, giving this Italian jewellery
house a different image.

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creates more opportunities for the public to notice the messages of the new goods, and the
equity of Bulgari may be enhanced because of Julianne, increasing the awareness since the
media disclose details of the celebrity involvement (style.com news, 2010). Bulgari has
changed its marketing and advertising operations and worked with celebrities, showing the
world that it is no longer only a premier jeweller, but also a fashion label that has expanded its
heritage into more exquisite handbags and other accessories.
Similarly, Chaumet has invited Sophie Marceau to endorse a series of products in their
campaigns. It is the first time for this jewellery house to use celebrity endorsements in
advertisements. The characteristics of Sophie can be connected with Chaumet since they are
both unique, delicate, distinguished, spontaneous, gentle, modest and full of sparkle (Chaumet
Official Website, 2011) (Figure 9). The brand truly gained more awareness and exposure after
working with Sophie, because most of the media
notice the celebrities first, and then the labels they
endorse; additionally, Chaumet has stepped out
from a traditional royal jeweller to a brand which is
more in the public eye (Vogue.com Taiwan, 2009).
The increasing social importance of celebrities has resulted in the replacement
anonymous models in fashion advertisements, and decreasing popularity of campaigns that
only present the products. The benefits of celebrity endorsement are being extensively used by
more and more labels (Jackson and Shaw, 2009).
Figure 9. Both Chaumet and its celebrity
endorser, Sophie Marceau, represent the beauty
and elegance in French style.

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Meanwhile, Tiffany has neglected this step in brand marketing, which is to provide
customers a substantial symbol that represents Tiffany’s quality, commitment, consistency, and
a sense of superiority (Gomelsky, 2003), especially when the brand is moving forward to a
market that it is not familiar with. Luxury/fashion brands and their celebrity endorsers enjoy a
mutually beneficial relationship: the brands acquire a great amount of media exposure because
of the celebrities, and the associations with them are now more important than ever since such
deals can assist the brands to stand out in a crowded marketplace (Garrahan, 2011).
Having celebrity endorsements in advertising is a powerful trend in fashion promotion,
and they are also increasingly utilised by jewellery houses because the houses understand the
positive effects of those well-known faces (Jackson and Shaw, 2009). People can remember
Bulgari more easily when they look at Julianne Moore, whilst Chaumet is now tightly connected
with Sophie Marceau’s image. Tiffany should benefit from such association as well, if it has an
appropriate figure who shares similar characteristics with the company and the two are linked
with each other (Easey, 2007). The fashion market is exceedingly competitive and Tiffany’s
new handbags need a strong advertising strategy to obtain attention.
2.4 Challenges and Risks in Celebrity Endorsements
Aside from the positive effects, celebrity endorsements also have several challenges and
potential risks that Tiffany & Co. should meticulously evaluate for this choice. The major
drawback of celebrity endorsements happens when the endorsers perform inappropriately,

25
such as being accused of scandals, drug addiction, crimes (Easey, et al., 2007), or when the
celebrities outshine the brands, or especially when the chosen celebrities do not meet the
expectations of customers (Okonkwo, 2007). In these circumstances, Tiffany and the new
handbags will inevitably lead to similar results due to the associations between the label and
the celebrity endorser, and Tiffany needs to avoid being tainted with equivalent public
disapproval (Easey, et al., 2007).
Celebrities can greatly harm the brands they endorse once they are involved in public
controversies. For example, Calvin Klein suspended an endorsement contract with Kate Moss
due to her cocaine scandal (Vernon, 2006) (Figure 10),
and Christian Dior pulled all Sharon Stone’s advertising
images in China after the actress suggested that an
earthquake was a result of bad karma resulting from the
actions of the Chinese government (Alleyne, 208) (Figure
11). The two brands above were both partially harmed by
their endorsers although they attempted to be demarcated
from them. In consequence, Tiffany should constantly monitor
the behaviour and public images of the endorser to prevent
any negative publicity (Roll, 2011), because it will exceedingly
degrade its brand value and its brand image can hardly be
Figure 10. Kate Moss's career
accelerated after she was pictured using
drugs, and this should be a potential
risk for fashion/luxury brands upon
using celebrity endorsements.
Figure 11. Sharon Stone apologised
for suggesting China's earthquake
was bad "karma", but Christian Dior
still dropped her advertisements off
from public.

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recovered.
Likewise, celebrities may lessen their appeal to the customers once they are overexposed
in cooperating with multiple labels in a short period of time. For instance, Madonna represented
Versace and H&M in 2006 and Louis Vuitton in 2008 for their garments or accessories in the
campaigns yet customers of those labels might be confused by associating the celebrity with
different brands upon seeing their campaigns (Figure 12). The confusion of multiple
endorsements might actually harm the equity of brands
(Okonkwo, 2007). A few celebrities might have realised
their strengths, influences and appealing powers in fashion
industry; thus, Tiffany will have to ensure the endorsers are
on proper legal terms so that they do not endorse a similar
product category or the products of other jewellery houses,
creating confusion in the minds of customers (Roll, 2011)
and distracting public attention from the brand.
Tiffany must not allow celebrity endorsers to
overshadow the label. Despite the fact that Tiffany has
possessed a high level of uniqueness and notability, the endorsers may still possibly to
damage the brand if the public draws negative attention to the celebrities and then to the labels
Figure 12. (top: Versace, middle: H&M,
bottom: Louis Vuitton) When a
celebrity endorses different products
for different brands in a short period of
time, customers may be confused when
looking at the campaigns, and the
brands may not really benefit from
these cooperation.

27
or products (Roll, 2011). Tiffany should ensure that this does not happen in the entire
endorsing process.
The images of celebrities and Tiffany can be damaged due to professional or personal
circumstances (Okonkwo, 2007), if the company does not carefully and properly select and
negotiate with the celebrity endorsers. As discussed previously, the customers will
automatically transfer all the negative impressions to the brands that the celebrities currently
represent. Consequently, Tiffany needs to evaluate and examine the methods to choose and
successfully utilise celebrity endorsements for its new leather bags.

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Chapter 3: Choosing and Using
Celebrities for Tiffany & Co.
3.1 Current Status of Tiffany & Co.
The use of celebrity endorsements in fashion advertising is never a creative or strategic
approach; nonetheless, it is essential for Tiffany’s marketing team to have a profound
understanding of what exactly constitutes the brand (Pringle, 2004).
As explained formerly, Tiffany & Co. undoubtedly enjoys rich heritage, a high reputation
and global awareness in the jewellery/luxury sector; additionally, it has just launched another
leather accessory collection and progressed into the fashion market, aiming to appeal to more
customers with more affordable products. However, Tiffany has a fairly limited presence in
fashion goods, not even to mention the issue of unfamiliarity it faces when competing with
numerous fashion houses. Now the company needs to exploit growth despite this limitation
(Euromonitor International, 2010).
As a luxury jewellery brand, 90% of Tiffany’s net sales in 2009 were derived from
gemstones which lead to its weaknesses in facing the fashion market in Europe and the US
(Euromonitor International, 2010). On the other hand, the trend of purchasing lower-cost goods
has been changing the paradigm of the global fashion/luxury markets in those two areas above,
and fashion accessory market is expected to grow more than 4% within the 2010-2015 period
(Euromonitor International, 2010). Accordingly, Tiffany is no longer a pure luxury jewellery

29
retailer but begins to offering more affordable items that also possess its premium quality.
However, the company requires a stronger marketing method to widely release the new brand
message.
Having a full appreciation of Tiffany’s performance is essential to discover whether it
surpasses the competitors or not, especially when Bulgari, Chaumet and other jewellery
houses are introducing more new products. Celebrities have been used to reinforce brand
attributes with a powerful impact on the audience, and the celebrities’ power can certainly
benefit Tiffany since the sense of glamour may increase the appeal of the new fashion
collection.
3.2 Selecting the Right Celebrity
Employing the right celebrity to help Tiffany & Co. to stay fresh and relevant to the core customers
may be complicated, because the wrong person can never benefit the brand.
There is plenty of evidence that celebrities can contribute to brand and product
awareness under positive brand associations, but there is also a strong suspicion that not
every case of celebrity endorsement can increase brand equity and the sales (White, 2006). In
advance of choosing of a celebrity endorser, Tiffany can carry out research to establish the
association between the celebrity and the brand to determine which person is well-known and
recognised enough among target consumer groups (White, 2006). Otherwise, the celebrity is
not able to transfer the message of new product to the public via advertising campaigns.

30
The theory of “opposites attract” does not bear out in practices of celebrity endorsement
for fashion (Pringle, 2004); in contrast, Tiffany should select an endorser who matches its
brand identity or shares the aspiration of the label. Apart from selecting an endorser who can
deliver the elegance, glamour, beauty, exquisiteness and affluence of Tiffany in the advertising
images, attractiveness and credibility are prerequisites in choosing the right person to have a
positive impact on the endorsement (Roll, 2011).
3.2.1 Attractiveness of the Celebrity
The celebrity needs to have global appeal so that the person is not merely known
worldwide, but is also admired and adored by the majority of fashion consumers (Okonkwo,
2007). There are several definitions of celebrity in different fields, yet only the endorser that
attracts customers in physical appearance, athletic competence and lifestyle can actually help
Tiffany to promote its fashion collection. Most fashion customers are lured by the
characteristics and charms of the celebrity as well as the brand. Accordingly, it has been
proven that celebrity endorsers who are attractive in the aspects listed above have greater
chances of successfully associating the brands they endorse with themselves and enhancing
the brand impressions in customers’ memories (Roll, 2011).
A set of strong associations already fortify Tiffany in developing a rich and clear identity
for its new bags. Despite the fact that there are customers who are concerned more with

31
functional benefits of those leather goods, powerful emotional values within the existing brand
association can help Tiffany to stand above the competitors and fascinate more potential
customers (Ghodeswar, 2008). The celebrity cannot outshine the brand, yet Tiffany still has to
select a figure that is able to easily and rapidly catch people’s eyes so that there is an
opportunity for customers to appreciate the products.
3.2.2 Credibility of the Celebrity
Credibility in fashion endorsement is defined as the chosen celebrity’s high level of
expertise and trustworthiness (Roll, 2011). As celebrity endorsement is regarded as a tool that
allows consumers to sift through the immense brand clutter in the fashion market, the celebrity
must be credible in order to indicate the intent of Tiffany to be associated with the best
(Okonkwo, 2007), and this factor of the celebrity endorser will greatly influence Tiffany
handbags’ acceptance among the customers.
Exploiting the celebrities’ fame and likeness to the target audience should be Tiffany’s
ultimate goal of using celebrity endorsement in advertising; however, Tiffany will not be able to
take the advantages but will face pitfalls from celebrity endorsement if the person does not
possess a worldwide reputation or authority (White, 2006). Most advertising executives have
the standards whilst choosing a celebrity apart from the suitability between the brand and the
endorser, and that is the credibility of the endorsement (White, 2006), because the figure

32
cannot be simply recognised around the world, but also has to be trusted by customers in
different countries.
Ultimately, Tiffany should try to cooperate with a unique endorser who does not endorse
its competitors or other products in different categories (Roll, 2011). For example, Julianne
Moore, Sophie Marceau and Charlize Theron might not be a proper choice since the former
two have already worked with Bulgari and Chaumet, whereas Charlize has endorsed beauty
products and timepieces for other labels. Tiffany can truly benefit from the endorsement once
there is a clear transfer of identity between the chosen celebrity and the brand.
3.3 Celebrities Representatives and Brand
Ambassadors
Each celebrity has his/her own characteristics, yet the endorser’s image and lifestyle has
to be in tune with Tiffany & Co. When the celebrity and Tiffany share the same values, the
benefits will be maximised for both the company and the endorser (Souza and Quintanilha,
2006). Otherwise, people can hardly connect Tiffany bags with the celebrity even when they
are looking at the campaigns. Upon the start of the endorsement, the chosen celebrity will be
the ambassador of Tiffany & Co., representing its image, spirit and products. Once the celebrity
is selected and utilised, the figure will be a part of Tiffany in presenting the new fashion
collection.

33
The role of celebrity Brand Ambassador will provide Tiffany with life by promoting the
brand through good characteristics such as elegance, nobility and gracefulness. The
endorser/ambassador will be adopted by Tiffany and become a part of the label, or even have
a permanent relationship with Tiffany. The ambassador represents the brand both in his or her
personal and public lives, constantly communicating with the public about the new fashion
goods made by Tiffany (Okonkwo, 2007).
There are three aspects of social influence that the celebrity endorser will accomplish as
an ambassador: compliance, identification and internalization (Souza and Quintanilha, 2006).
Compliance happens when people accept the looks of Tiffany’s new bags seen on the
endorser, and identification applies to conditions when individuals want to emulate the
appearances or endorsed items of celebrities because they aspire to be like them, whereas
internalisation will occur when customers adopt the attitudes or looks of Tiffany’s endorser
because they are viewed as honest and sincere (Souza and Quintanilha, 2006). The brand
ambassador is not simply a figure in advertising campaigns, but a living individual who
reinforces the brand message and adds glamour to the handbags.
For example, the celebrity’s profession instills a sense of authority in endorsing a brand,
which helps to communicate with prospective customers about Tiffany’s transformation from a
jeweler to a stylist in the campaigns. The ambassador should represent the brand and display
the product features, embodying glamour and the emotional appeals of the handbags,

34
attracting attention from the media or even its competitors, and enhancing brand awareness
and sales (Souza and Quintanilha, 2006).
The celebrity endorser is not merely a face in the advertisement, but also an embodiment
of Tiffany that stimulates the customers. When the celebrity becomes an ambassador who
represents the label permanently, it is very likely to contribute positively to the brand.
3.4 Conclusion
Understanding the current status of Tiffany is crucial before selecting a right celebrity and
using the endorser to represent the brand. Most of the sales come from the jewellery sector,
and that is one of the reasons that celebrity endorsement of fashion products will be needed
and beneficial. However, choosing a celebrity who can match the image of Tiffany is never
effortless: the marketer has to meticulously examine whether the celebrity is credible and
possesses the global appeal to a larger target group. Subsequently, the celebrity will have to
be an ambassador who represents Tiffany in every aspect, vivifying (this word doesn’t make
sense, not sure what you mean) Tiffany with its fashion items and stimulating consumers’
imaginations. The endorser not only must be a celebrity in the campaigns for displaying
handbags and raising massive media coverage, but has to promote Tiffany by being a part of it.
After realising the importance and effectiveness of celebrity endorsements in fashion
advertising, the following section will compare and contrast various campaigns from Tiffany &
Co. and its competitors, demonstrating different advertising outcomes of those brands.

36
Chapter 4: When the Advertising
Campaigns are with or without
Celebrities
4.1 Campaigns of Tiffany & Co.
As deliberated earlier, the advertising campaigns of Tiffany & Co. mostly rely on the
powerful tool of Tiffany Blue, and it has been applied widely for jewellery (Figure 13). This
unique colour symbolises Tiffany’s heritage, quality and
prestige as a premier American jewellery manufacturer
and retailer (Blackburn, 2004), and it undoubtedly
allures customers from various age, gender, or social status
groups. Accordingly, Tiffany can simply depend on the Blue Box
whilst selling its jewellery, and it has been proved that the power of
Tiffany Blue indeed profited the label (Kletter, 1999,). Celebrity
endorser can hardly be found in Tiffany’s advertising campaigns;
in contrast, the company merely displays the products with a pure,
glamorous, gorgeous and luxurious atmosphere, or occasionally
with one or several models to show a sense of happiness and
elegance (Figure 14). The leather handbags mentioned in this
Figure 13. (top)Tiffany’s
advertising campaigns always
rely heavily on the unique
Tiffany Blue to create luxurious
dreams for customers. (bottom)
The powerful Tiffany Blue has
been widely used for jewellery
campaigns, and it indeed has
obtained awareness and sales
for Tiffany.

37
project is not the first accessory collection of Tiffany (Tiffany Official Website, 2011). However,
the company did not really operate differently for those items (Figure 15) that the accessories
were still the only objects seen the campaigns or
sometimes with models; Tiffany seemed did not
cooperate with any famous figure as an intent to
enhance attention or awareness.
Celebrity endorsements on advertising
campaign are not compulsory for all the
fashion/jewellery brands, yet these should be one of the keys to raise media coverage and
public interest for Tiffany’s new fashion products (White, 2006). People usually like to learn
about celebrities’ behaviour and appearances that these figures are role models for fashion
customers, because many individuals
aspire to be like them in some aspects
(White, 2006). Moreover, having a celebrity
on Tiffany’s campaign is a chance to refresh
its brand image, and this particular mental
picture will inform the public about the
transformation of the label (Jackson and
Shaw, 2009). The previous advertising images create the ambiance of joy and beauty that
Figure 14. There are occasionally models to
display the feelings of joy in Tiffany’s engagement
ring campaigns, and Tiffany Blue Box also plays a
crucial role in the photo.
Figure 15. (left and right) Tiffany has launched several
accessory collections; however, they layout of advertising
campaign do not immediately customers’ eyes since
Tiffany promotes them with the ways they promote the
jewellery.

38
represent all the experiences and understanding that customers perceive of Tiffany;
nonetheless, demonstrating brand values and keeping up with competitors is crucial in
maintaining fashion businesses (Jackson and Shaw, 2009).
Regardless of Tiffany’s successful and impressive advertisements without celebrities, the
chosen star will still offer the company a new defined personality upon stepping into the fashion
market, and lead the customers and potential clients to a rich fantasy world which they dream
of (Tungate, 2008).
4.2 Campaigns of Tiffany’s Competitors
Even though most people only see celebrities on the campaigns in magazines,
newspapers, on the billboards or in the stores, they still form an attachment to those public
figures and deem them as friendly, reliable arbiters of styles and tastes (Tungate, 2008). Thus,
fashion industry requires celebrities to establish these associations since they can somehow
communicate with customers whilst displaying the garments, jewellery or accessories. The
fame and the abilities to allure the public are the key facts that celebrities have been widely
used in fashion; whereas models, who merely have distant gazes and skinny bodies, are not
able to compete with them (Tungate, 2008).
Sophie Marceau is the first celebrity endorser of Chaumet (Figure16) (Chaumet Official
Website, 2011). This jewellery house does not launch many products other than jewellery, yet it
still utilises a celebrity to attract press media and increase awareness: the brand has stressed

39
on the grace and genuine French-style between
Sophie and itself, and has successfully introduced the
label to more perspective consumers (Vogue.com
Taiwan, 2009).
Similarly, Julianne Moore's appointment as
Bulgari's celebrity endorser has replaced classic
models on its campaigns (Figure 17), and it indicates
the brand has been attempting to enhance more
target consumer groups other than mature women (The Independent, 2010). Julianne does not
outshine Bulgari or its leather goods and gemstones; contrastively, the celebrity widens the
visibility and equity of the label, informing present
clients about the message of new launching collection
and attracting some of her audience as potential
customers (Spry, Pappu, and Cornwell, 2009).
Bulgari’s visual messages are unequivocal in
associating jewellery with fashion by offering itself a
new position; additionally, the beautiful yet confident
celebrity endorsers have successfully conveyed
Figure 16. Sophie Marceau is Chaumet’s first
celebrity endorser. She has brought more
media exposures for the brand because of her
notability and similarity to the brand. Chuamet
is under the change to cooperate with a
celebrity to gain higher attention.
Figure 17. Julianne Moore does not only
endorse Bulgari’s gemstones, but also promote
its leather bags. The media have noticed this
and delivered a great amount of exposures for
the brand, and Bulgari has successfully
benefited from this cooperation.

40
Bulgari’s values as boldness, sensuality and elegance through the continuously displayed
campaigns (Triossi and Mascetti, 2007).
4.3 Conclusion
Numerous studies have found those celebrities’ images or reputations indeed capture
attention and function more efficiently than the faces of models or ordinary people (Solomon
and Rabollt, 2004). Hence, celebrity endorsements can effectively differentiate and provide
fresh reflections of Tiffany’s leather bags among its jewellery pieces, and even similar
accessory products from the competitors, especially when the public do not perceive many
obvious differences among Tiffany’s advertising campaigns (Solomon and Rabollt, 2004).
Tiffany & Co. is already in a mature stage in launching products that the customers are
accustomed to its marketing or advertising operations; however, the public will be better able to
identify the handbags when they are connected with a star endorser (Solomon and Rabollt,
2004). The celebrity will transfer Tiffany’s heritage onto the new products, with a profound
impact as a branding mechanism to translate brand messages into higher equity and
purchasing intents (Turner, 2004).

41
Conclusion
Celebrity endorsements in fashion are hardly new phenomena and have been
practiced for centuries, since they are exceedingly valuable to fashion brands (Okonkwo, 2007).
The worldwide visibility and fame of celebrities are the basis for using them in selling products;
moreover, these distinguished people possess the powers that can establish, refresh or
reinforce brand images and enhance brand value, awareness, equity and even sales
(Okonkwo, 2007). They function as brand representatives or ambassadors, conveying brand
messages such as wealth, beauty and glamour, attracting and communicating with the
customers.
Numerous fashion houses have recognised celebrities’ potential and have effectively
used them in seasonal advertising campaigns, delivering the public figures’ images with the
items they aim to promote. Thus, celebrity advertising has become a crucial part in the entire
fashion industry and it is regarded as a significant marketing communication tool (Okonkwo,
2007). Fashion brands may acquire higher attention for their new collections through the
campaigns along with the faces of celebrities.
Tiffany & Co. indeed requires celebrity endorsements for their new fashion products,
rather than solely depending on its heritage on this occasion. Tiffany is under transformation
from a jewellery brand into a fashion label, and it needs to successfully reintroduce itself in
order to maintain its high reputation for the new fashion collection. This jewellery house is still

42
new to the fashion market which is already extremely competitive; in addition, Tiffany’s
competitors such as Bulgari and Chaumet both have already utilised celebrity endorsements in
the advertising campaigns for their fashion products or other accessories, connecting their
history with the senses of success, wealth, luxury and stylishness from those celebrity
endorses, and have obtained more media exposures and recognition. Therefore, the
associations with celebrities may be advantageous to Tiffany in presenting the new handbags
to a wider range of customer groups.
On the other hand, there will be challenges for Tiffany in cooperating with celebrities,
especially when the endorser works with many labels simultaneously, misbehaves on some
occasions or unintentionally outshines the brand. Thus, selecting the right person is crucial.
Tiffany needs to consider the attractiveness and credibility whilst choosing the celebrity, and to
be assured that the public will be fascinated by the association between the endorser and the
brand.
After selecting the right person, Tiffany cannot merely use the celebrity as the face of the
advertising campaign; oppositely, the celebrity will play a role as the ambassador of Tiffany and
the handbags, presenting the products and representing the label in both public and private,
and ultimately giving life to Tiffany & Co.
On the basis of discussions about the importance of celebrity endorsements, the
differences between advertising campaigns with or without celebrity endorser are clearly seen.
The faces of well-known figures normally attract people’s attention at the moment they notice

43
the images, and their fame does not surpass the products because the celebrities are
cautiously connected with the brands. Celebrity endorsement for fashion advertising can
greatly benefit Tiffany, since it has been determined that celebrities have significant influence
on the public. It is an opportunity to spread the essence of Tiffany & Co. into a wider part of the
market.

44
Appendix
Research Design
The first results of this investigation into the effect of celebrity endorsements on
advertising campaigns in the fashion and luxury industry came out in mid-July, after the author
completed tutorials with supervisors which helped to shape and deliver the entire concept. This
project developed mainly through secondary data, since there were some obstacles in
collecting primary sources. For instance, the brand managers or sales representatives were
generally unwilling to disclose their marketing ideas or to explain their strategies to
postgraduate students such as the author. Consequently, the research greatly relied on written
documents or online sources.
Secondary data was used to identify the theories, phenomena, and concepts of celebrity
endorsements in fashion marketing. Several aspects of the methodology are as follows:
 Literature Research
Books, textbooks, e-journals (Emerald, Gale Newspaper Database WARC and so forth),
and articles from newspapers and magazines all benefited the entire project, since they
provided a wide range of information with professional and specialised viewpoints,
focusing on academic or commercial areas. These references delivered the ideas of
celebrity endorsements in fashion marketing, as well as the advantages and influences of
celebrities on fashion brands. Furthermore, they presented the issue of utilising

45
celebrities as brand ambassadors to enhance brand awareness and equity, as well as the
methods used to select and cooperate with celebrities.
Apart from the above, some books did not sufficiently offer theoretical underpinnings of
contemporary cases of celebrity endorsements with certain fashion brands. The volumes often
merely delivered the theories of endorsements and the ways to utilise them. The analyses of
advertisements featuring celebrities were deficient in these books, which led to some
disappointment in searching for more references. As a result, this portion of the research
project was followed by further investigation of online sources to provide the needed materials.
 Media Research
Online sources such as the official websites of fashion/luxury labels, fashion-forward
websites like style.com, online homes of fashion magazines like VOGUE.com, and
newspapers were additional data sources which contributed to the accomplishments of
this project. They offered critical reviews of celebrity collaborations in the fashion industry.
These Internet sources presented similar contexts to the printed literature; however, they
reinforced the work because the literature did not fully cover all the relevant information.
This project relied heavily upon this secondary sourced research to discuss the causes,
effects, opportunities, risks, and methods of celebrity endorsements in fashion advertising. It
was the intention of the author neither to criticise nor to praise the various marketing strategies
of different labels; the entire emphasis was to demonstrate the possibility of using celebrity
endorsers for Tiffany & Co.

46
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com/>. [Accessed on 18 July 2011].

49
Figure 6. Tiffany’s latest leather goods collection. The products are still the only items on all
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Avaiable at: < http://www.tiffany.co.uk/About/TheTiffanyStory/#p+1-n+6-cg+-c+-s+-r+-t+-ri
+-ni+1-x+-pu+-f+/1/0/4/0>. [Accessed on 12 August 2011].
Figure 8. Julianne Moore has been worked with Bulgari since 2009, giving this Italian jewellery
house a different image. Available at: < http://www.celebrityendorsementads.com/celebrit
y-endorsements/magazine-ads/2011/03/>. [Accessed on 15 August 2011].
Figure 9. Both Chaumet and its celebrity endorser, Sophie Marceau, represent the beauty and
elegance in French style. Available at: < http://picturecentral.wordpress.com/2011/07/1
5/sophie-marceau-chaumet-ad-campaign-ph-jannis-tsipoulanis/>. [Accessed on 15
August 2011].
Figure 10. Kate Moss's career accelerated after she was pictured using drugs, and this should
be a potential risk for fashion/luxury brands upon using celebrity endorsements. Available
at: < http://fashionscandal.com/index.php/tag/cocaine/>. [Accessed on 15 August 2011].
Figure 11. Sharon Stone apologised for suggesting China's earthquake was bad "karma", but
Christian Dior still dropped her advertisements off from public. Available at: < http://www.c
hinadaily.com.cn/china/2008-05/29/content_6721642.htm>. [Accessed on 18 August
2011].
Figure 12. (top: Versace, middle: H&M, bottom: Louis Vuitton) When a celebrity endorses
different products for different brands in a short period of time, customers may be
confused when looking at the campaigns, and the brands may not really benefit from
these cooperation. Available at: (top) <http://youtubemadonna.blogspot.com/2011/05/m
adonna-versace-fashion.html>, (middle) <http://youtubemadonna.blogspot.com/2011/0
5/madonna-h-fashion.html>, (bottom) <http://www.stillad.com/lv-to-tell-madonna-for-lou
is-vuitton-2570.htm>. [All Accessed on 22 August 2011].
Figure 13. (top)Tiffany’s advertising campaigns always rely heavily on the unique Tiffany Blue
to create luxurious dreams for customers. (bottom) The powerful Tiffany Blue has been
widely used for jewellery campaigns, and it indeed has obtained awareness and sales for
Tiffany. Available at: (top) < http://www.theawl.com/2011/07/my-ten-point-action-plan-for-
spending-one-million-dollars-at-tiffany>, (bottom) < http://www.mobilemarketer.com/cms
/news/advertising/8101.html>. [Both Accessed on 20 August 2011].
Figure 14. There are occasionally models to display the feelings of joy in Tiffany’s engagement
ring campaigns, and Tiffany Blue Box also plays a crucial role in the photo. Available at: <
http://www.mcevents.com/blog/?p=378>. [Accessed on 20 August 2011].
Figure 15. Tiffany has launched several accessory collections; however, they layout of
advertising campaign do not immediately customers’ eyes since Tiffany promotes them
with the ways they promote the jewellery. Available at: (both left and right) < http://www.f

50
ashionarist.com/109/tiffany-leather-bag-collection/>. [Accessed on 21 August 2011].
Figure 16. Sophie Marceau is Chaumet’s first celebrity endorser. She has brought more media
exposures for the brand because of her notability and similarity to the brand. Chuamet is
under the change to cooperate with a celebrity to gain higher attention. Available at: (both
top and bottom) < http://picturecentral.wordpress.com/2011/07/15/sophie-marceau-cha
umet-ad-campaign-ph-jannis-tsipoulanis/>. [Accessed on 15 August 2011].
Figure 17. Julianne Moore does not only endorse Bulgari’s gemstones, but also promote its
leather bags. The media have noticed this and delivered a great amount of exposures for
the brand, and Bulgari has successfully benefited from this cooperation. Available at:
(top) < http://stylenews.peoplestylewatch.com/2010/01/15/julianne-moore%E2%80%99
s-eccentric-new-bulgari-ad/>, (bottom) < http://www.bvlgariwatches.co.uk/advertorial>.

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