Summary: Celebrity Collaboration Initiatives

This case aims to offer a better understanding of celebrity collaborations in the fashion industry; specifically, strategic partnerships between well-known celebrities and cosmetics brands will be examined in-depth. The approach taken comprised of a thorough analysis, as well as, reviews of timely and relevant strategic collaborations found in the literature and empirical findings in past collaborations. Qualitative research and secondary data was collected to create this report. The findings of this research suggest that there are positive outcomes in these types of collaborations. Another important finding of this research is that such collaborations are not common, and not enough stakeholders and investors are taking advantage of them. The …show more content…
While there are many concepts based upon celebrity collaboration initiatives, this paper will analyze the notion that brands that team up with a celebrity philanthropist will receive higher market share. The purpose of this paper will answer the question, “to what extent does corporate philanthropy aid in social capital investing?” Specifically referencing to Victoria Beckham’s collaboration with Estée Lauder, Gwen Stefani’s collaboration with Urban Decay, and Caitlyn Jenner’s collaboration with M.A.C. Not only do these collaborations feature celebrities who embody a universal appeal, they feature icons that are distinguished by the public as philanthropic and trustworthy. Beckham, Stefani and Jenner have all individually contributed and supported global charities, which positively impact their brand image. Their reputation positively influences their respective collaboration, as buyers are more likely to purchase an item when it is associated with a publically trusted …show more content…
It is crucial for a brand to understand the demand of a certain product before collaborating with a celebrity. This ensures that marketers are able to determine how successful the collaboration will be, how to present it to the public, and which celebrity to collaborate with. This case will examine the three collaborations mentioned above to determine whether or not market research played a large role in the success of these collaborations. Additionally, it will be determined if the collaborations improved social capital investing. This will help encourage strategic marketers to also research the demand of products in the market and how consumer behavior will affect purchases based on their attitudes toward collaborations with philanthropic