Miller, C. (2010, Feb 22). Selling a celebrity look. The New York Times. Retrieved on Feb 28, 2010, from http://www.nytimes.com/2010/02/22/technology/internet/22celebrity.html
When the pictures of celebrities by a paparazzi were put in a magazine or blog, the fans and readers analyzed the photos and wanted to know about their clothes, what the brand is, and wherethey can buy that. So publishers, bloggers, retailers, and fashion companies established a strategic alliance with each other. For example, the publishers gave information, brand, cost, the similar products, location of shop, and so on, to readers and they received a small fee from retailers or companies. Customers, especially young women, pride themselves on having products which are the same products as celebrities, so they want to buy the products which are the same as those of celebrities. If it costs a lot, they decided to buy similar one by any means.
It is a new way to advertise in the fashion industry, because in the past a picture was everything to advertise clothes. So the retailers and companies made an effort to reveal their products by celebrities, so they provided clothes and accessories to celebrities who came into the spotlight. The effect is really powerful; for instance, when the paparazzi snapped photos of Sienna Miller in Hollywood, she covered her face with a Korean cosmetic brand’s shopping bag; the name was Amorepacific. At that time Amorepacific was an unknown brand, but now it is the best brand among Hollywood stars and celebrities because of that photo. Sometimes the companies try to shoot fashion commercial photos look like paparazzi’s photos because it is easier to get attention from the customers. And they usually provide expensive products to celebrities because they believe customers’ tendency will help companies’ profit.
Then, why do people want to buy the same goods as celebrities’ even when it costs a lot? I think that tendency came from person’s desire to want to look like them, gorgeous and cool. So they always care about celebrities’ fashion, life style, and everything.