Underwear for Women and Celebrity Endorsement, Does it Really Grow Sales?
With the womens underwear market saturated with a big range of bra brands ranging from affordable and inexpensive to designer and premium designer, the fight for market share is actually becoming harder.
The female lingerie market including thongs and hosiery is worth over 2 billion pounds within Britain. With such a commercial market the number of womens bra and underwear brands who are using pop star endorsements have grown. The very latest celebrities to put their face and bodies to lingerie brands include Mel B from singing group the Spice Girls, Jordan aka Katie Price and former girl band Louise Redknapp. Getting the perfect legs always involve stockings.
The Spice Girl, Mel B signed a contract with underwear giant Ultimo for a big half a million pounds. The singer Mel B has been working out to show off her 6 pack in the press photographs for the new range of ultimo bras and knickers. Melanie B follows in other well known celebrity footsteps. Another famous pop star that modeled for a womens lingerie organisation is the stunning Louise RedKnapp, she modeled for Triumph. The boost in sales for the underwear brands using female celebrities to endorse their bras and knickers have worked.
A celebrity endorsement will work well when the company matches itself up with a famous person who has the same values and beliefs and is a compatible match to the product and the brands target customers.
