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Gucci lands a hot celebrity endorsement


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Gucci lands a hot celebrity endorsement

  1. 1. Gucci Lands A Hot Celebrity Endorsement In todays fast-paced world, an intelligent, attention-getting marketing campaign can geteyeballs on your product -- particularly when youve got big names to back you. In recentyears and months, creative director Frida Giannini has incorporated some of the mostbeautiful big-name ladies to sell Gucci purses, wallets, and accessories. In December of 2008, acclaimed pop artist Rihanna contracted with Gucci to appear intheir ads for the Tattoo Heart Collection, a special-edition line. The collection included aseries of white Gucci handbags, canvas tote bags, and silk scarves, all embellished withhearts, stars, and flowers inspired by tattoos. Proceeds from the sale of all items in theTattoo Heart Collection will be donated to UNICEF, one of the worlds most reputablenon-profits. An active philanthropist herself, Rihanna was happy to be a part of Guccis relationshipwith UNICEF. 25% of the proceeds from all Gucci purses and accessories in the Tattoo HeartCollection will be donated to the charity. Contributions generated for this campaign areslated to improve the quality of life for poor children living in Sub-Saharan Africa. Rihanna is no stranger to giving back. Her first philanthropic effort was the creation ofThe Believe Foundation in 2006, which she enacted to help raise money for poor children inneed of food and medication. In addition to belting out some of the catchiest tunes of her time, Rihanna is anadmitted "fashion-aholic" and Gucci purse lover. Her irreverent, sexy style makes herpopular among the young Hollywood set. Born in Barbados 20 years ago, Rihanna hasquickly gained acclaim throughout the world for her music skills, her exotic beauty, and herelegant composure. Rihanna often attends fashion shows for inspiration, with the goal ofdesigning her own collection one day. The riveting photography of Rihannas ad campaign captures her suspended on a hugehoop, wearing a sexy white bodysuit and carrying a gorgeous, oversized Gucci purse. Guccihad brought her on in hopes of freshening up the brand with a more contemporary,cutting-edge appeal -- and thats just what they got. Guccis Creative Director, Frida Giannini,was pleased by Rihannas iconic image and timeless beauty. In addition to the print ad,Gucci shot a short film with Rihanna included. Prior to Rihanna, celebrity Gucci endorsements included Claire Danes and DrewBarrymore, both of whom touted the fine Gucci jewelry collection. Drew, one of the hottestmovie actresses in the industry, was the very first celebrity to lend her persona to Gucci. In the 90 years since its inception, the Gucci company has endured its share of strife and
  2. 2. conflict, most markedly in skirmishes between the founding family members about businessoperations. After several family members left the company, Gucci regained its originalreputation for exclusivity, and continues to lead the industry in premier designer handbags.Read More