It's not easy to be a supermodel [Comprehensive British American American Entertainment]

Martin pondered for a moment, and then said: "Yes, but you have to understand that the joint product between you and Maybelline is just a new color number, and it is still an old series in essence. One of the problems we face is how to create a product that attracts consumers. point of view."

Letty understands what he said. This is like a re-screening of a movie that has already been released. The content is only extended by more than ten minutes, but even if it is more than ten minutes, this movie is still this movie. Anyone who has watched it already knows whether the plot is good or not.

So what other factors can drive them to watch it again?Letty's only advantage is that it is cheap, and the rest depends on her own appeal. Will people buy tickets again for her?This is about the method of publicity.

In fact, whether or not Armani has hit her schedule, this is a problem that Letty must face. The consumers of Armani and Maybelline do not coincide. People who buy Armani may also buy Maybelline, but not necessarily those who buy Maybelline. I will buy Armani. After all, the price difference is too far. It may be a bit exaggerated to say that the business is robbed. However, there will be situations where the other party robs the market's attention, which makes Maybelline become unattended, which affects sales.

The positioning of the brand can be seen from the collaborators of the two brands - not to say that Letty has a low-key style, but she is indeed more "people-friendly" than Naomi, and she establishes contact with the outside world through social networks , compared to the mysterious Naomi Campbell, people are naturally more familiar with Letty, who likes to tweet about her life situation.

This also reflects the difference between a luxury brand and a commercial brand - the role of the spokesperson of the luxury brand is to show the status and concept of the brand, while the role of the spokesperson of the commercial brand is to promote and make money.

What is certain is that Naomi didn't deliberately bump into Letty, she is not so free, and only they know about Letty's joint name with Maybelline.

The competition in the cosmetics market is very fierce, and there are too many substitutes of the same type, not to mention liquid foundation, which is a must-have product for makeup. How to make a product stand out from the numerous substitutes depends on marketing Therefore, in addition to increasing its own technology and quality, the brand must also continuously increase its exposure.

Hype is the best way to attract public attention, convert public attention into sales, and enhance brand equity.

The hype method that Maybelline is currently using is star hype. Strictly speaking, Letty is not a star, but she has a star-like topicality. Many Hollywood stars don’t have more than 200 million followers on Twitter, although a social account does not represent themselves. The fame of Keanu Reeves is many times greater than that of Letty, but his Twitter followers are not as many as hers, because he is low-key and does not update Twitter frequently.

However, the more Twitter followers, the higher her attention. Maybelline uses her popularity to increase the added value of the product, so as to cultivate consumers' feelings for the product and win their pursuit.

One of the roles of the spokesperson is to subconsciously implant a concept into consumers-after using this product, I can become like her (him).

Letty's skin color is her biggest personal characteristic. She is sought after by young people and is their imitation object. Eight dollars is really not expensive. As long as the promotion method and direction are right, consumers will be willing to take out their wallets obediently!

The high exposure rate and topicality for a long time made her have a "star flavor". Her every move has attracted the attention of the media and the public. Models are not idols. In the 90s, except for the five supermodels and Kate Besides mousse, who would pay attention to models?But with the appearance of Gisele, she let people know that models are not just for walking catwalks and taking pictures, but also can have the popularity no less than that of stars.

The predecessors made a beginning, but she wants to go to the extreme on this road.

Letty has been active in the entertainment and fashion pages for a long time. Today, her Twitter fans have surpassed all the supermodels and become the model with the most fans in the model circle.

This time is just a good opportunity for Letty to prove her own "carrying ability". She and Martin have walked the "star supermodel" route for so long, and it's time to check and accept the results.Although I know it's impossible, but what if—if she can really suppress Armani in the same period? !

……

"Why is it so difficult to lose weight?" Marc Jacobs sighed at the salad in front of him.

"Honey, the most important thing to lose weight is to persevere." Letty said to him with a smile while holding her chin, "I am very happy that you have finally experienced the joy of being a model."

Depressed, Mark poked the tomato on the plate with a fork, and couldn't help but glared at Martin next to the black-haired girl: "When we are eating vegetables and fruits, you are eating fish and meat, is your conscience okay?! "

"I don't need to lose weight, what's the point?" Martin put the steak into his mouth heartlessly, and made a chewing sound, which made Letty and Mark's saliva almost flow down. up.

"No, the person who should lose weight the most is you, Martin." Mark glanced at his friend quietly, and his eyes swept across his belly under his shirt intentionally or unintentionally.

Martin shrank his stomach and said seriously, "I'm just a manager, and I don't need to show my face."

The art director of LV looked at him contemptuously: "It's unbelievable that you describe a designer as a job of 'showing your face'."

Letty showed curious eyes, and said the question that had been simmering in his stomach for a long time: "But I'm really curious, why do you suddenly want to lose weight?"

Mark suddenly felt embarrassed and touched the back of his head, "I just think that as a fashion designer, I have to be fashionable to attract others, don't I?"

Skipping the topic of weight loss, Mark explained to them that he did not intend to continue to renew his contract with Letty in this spring and summer fashion week. Letty's contract period with LV and Marc Jacobs only came to the 2007 spring and summer series. In other words, after the launch of the 2007 spring and summer series, she is no longer the main line spokesperson of LV and Marc Jacobs.

Letty's expression was unexpectedly calm, and even his voice was calm: "I believe we will have opportunities to cooperate in the future."

In fact, she would be surprised if Mark still intends to renew her contract—three consecutive seasons of blue blood endorsement are very rare and rare things, even supermodels are rarely signed by a blue blood brand for several seasons in one go .

In the past two seasons, Leti has brought a high degree of topicality to LV through her high exposure rate, and her sales have increased significantly by several percentage points, and LV has greatly increased her net worth. Just looking at the money, it is not impossible to use the same spokesperson all the time, but there are many models who are more in line with LV's style than Letty. If this continues, LV will lose its own style, so he can only abandon Letty.

LV itself does not need to rely on her to get attention, it is better to say that LV has increased her popularity. There has never been a situation where luxury brands want to hug people's thighs, only other people hug their thighs.

The relationship between her and Mark has long surpassed that of a partner, and is closer to a mentor-student relationship. Even if Mark does not renew her contract, it does not mean that the friendship between the two is over. Letty regards him as her bole, and Mark regards her as well. As an apprentice, he brought her into this circle, and because of Martin, the relationship between Letty and Mark will always be close, and there may be other cooperations in the future.

Mark looked at Letty, then at Martin, and tentatively asked, "Why don't you seem disappointed at all? Is there something good going to happen?"

Martin said: "Ahem, it hasn't happened yet. We shouldn't tell anyone, but it's you."

He exchanged glances with Letty, who smiled slightly and said, "I'm going to be Versace's global brand ambassador."

Mark gasped first, and then said, "Congratulations, you are really Versacegirl this time."

There are many kinds of relationships between models and brands, such as brand spokesperson, product series spokesperson and product spokesperson, and they will be distinguished again with regional labels such as global or regional.

Letty has always endorsed Versace only for the ready-to-wear series, that is, the spokesperson of the product series, but this brand is not only ready-to-wear, but also many different types of products, such as bags, cosmetics, perfumes, etc., each type of product has its own For different products, the brand will choose stars or models that match the temperament of the product to speak for the product.

The global brand spokesperson, in other words, speaks for the overall image of the Versace brand, and will establish a long-term cooperative relationship with the brand. No matter which country you go to, you can see her on the window, and her advertisements will also be broadcast around the world, not just In the United States, her status is much stronger than that of the mainline spokesperson. It is the most intimate way of cooperation with the brand, which can make her rank a few places ahead of the MDC.

In addition to spokespersons, there are two ways of cooperation: brand ambassadors and brand friends. The former is very similar to spokespersons, and some brands even regard the two as the same thing. In terms of differences, spokespersons have more offline activities. The main function of ambassadors is publicity. What they have to do is to bring actual sales and brand favor to brands and products by themselves.

The latter generally has soft publicity cooperation with the brand on a yearly basis. For example, Cartier, which has never used a spokesperson, will find different brand friends and partners for different series and products to promote it.

It can be said that the highest level of cooperation is endorsement, because image ambassadors do not necessarily have endorsement fees, but they have soft publicity, customized products, and can also attend brand events; brand friends have neither endorsement fees nor customized products, but attend events You can borrow clothing, handbags and other products from brands.

Why divide so many ways of cooperation?The most important purpose is to gain a sense of presence and increase topics, and secondly, there are different reasons.

First of all, once a star has a scandal, the negative impact on the brand is immeasurable. If there are multiple partners, the risk can be spread. If something happens to the spokesperson of a certain product, only that product will be affected.

And the purchasing power of fans is astonishing. The more celebrities you find to cooperate with, the more fans you will attract. However, this item only applies to commercial brands. Luxury brands are not yet looking for celebrities to increase traffic, but it will be difficult to say in the future .

In addition, each product has a specific audience, so each audience also needs a corresponding spokesperson, so as to achieve full coverage of the market and make the brand more diversified.

After signing the contract, Letty is a veritable Versacegirl.

When this news came out later together with the upcoming cooperation between her and Maybelline, it inevitably caused a wave of heated discussions in the fashion industry.

It is not common for models to cooperate with luxury brands and commercial brands at the same time. There are not many models who can span HF and commercial brands, not to mention that Versace and Maybelline are top brands in their respective fields?

The positioning of the two brands, Versace and Maybelline, is very different. Others may think that she has lowered her social status, but Letty knows that she is a good model worker. She did not intend to be a pure HF or pure commercial model.

Or in other words, she wants to be the most profitable HF model.

Donatella naturally knew about the cooperation between Letty and Maybelline, and the reason why she decided to further cooperate with Letty was because she saw potential in this girl.

There are two main reasons for the decline of Versace: the problem of traffic and the product itself.Versace's previous products were not attractive and youthful enough to win over new consumers - this improved after Letty became Donatella's muse Injecting female power has also brought a lot of traffic to the brand.

The usual practice of luxury brands that deliberately maintain a sense of alienation from the public is no longer feasible for Versace. Versace is too expensive and high above the price. After a period of downturn, Donatella finally realized that she must change the already unattractive image. , and when more and more consumers become young people, spokespersons with their own traffic can accelerate the image building and transformation process of the brand itself.

Therefore, the cooperation between Letty and Maybelline has no effect on Versace. First of all, she is not an endorser of Maybelline. The joint product can be said to be her own product, but it is only represented by Maybelline. The image of Maybelline has nothing to do with her, and Donatelle La has decided to abandon the previous route, use Letty as a channel to connect the brand with the outside world, and change the strategy of brand image to adapt to market development.

Donatella has been silent for several years, and she is naturally unwilling to be mediocre after awakening.Both she and Letty were ambitious women who had taken an unusual path.

To bring Versace back to life, she cannot rely solely on herself, but also needs a Medusa who can represent Versace.

She had a vague premonition that if Versace and Maybelline can achieve both success this time, Letty is likely to start a new era of modeling.

……

In early September, Letty received a cover shoot for Cosmopolitan, an established women's fashion magazine, in Gotham.

New York and Gotham are not far away, they can be reached in two hours by car, but Letty has never been to Gotham once.

I heard—it’s not “heard” anymore. The law and order there is really bad. The city with the highest crime rate in the United States is no joke. Gotham is a city full of “legends” and has the most dangerous mental illness in the United States. There are also vigilantes who only come out at night and dress up as bats, attracting countless people. Some travel blogs even collect the places and times where Batman is most frequented, allowing tourists to try their luck.

But Letty is not there for sightseeing. If she can finish her work, she wants to return to Manhattan as soon as possible. Not only that, but also avoid going out at night. It is best to bring a sidearm, a pistol is the best, because there is a Gotham with anti-wolf spray or something Those "talented" native brothers can't be taken seriously at all... Even if you don't have a gun, you must take a taxi back, and don't go alone. If you are really unfortunate enough to be targeted, the best The way to do it is to hand over your wallet—the above information is from "Ten Dos and Don'ts for Visiting Gotham."

Oh, by the way, there is another very important thing to note, that is, you must find a hotel with good security, because there have been incidents where a lunatic bombed the hotel...

When she was distressed, Leti suddenly remembered that there was a Gotham local snake in the address book of her mobile phone!

She found Bruce Wayne's name in the address book, and their communication records - including calls and messages - were blank.

Letty edited a message and sent it out: [Do you know any hotel with a better reputation in Gotham? 】

[Wayne Hotel. 】Bruce's reply came unexpectedly fast,【Are you coming to Gotham? 】

[Well, there is a filming, since it is a hotel under your banner, I am relieved.Is it difficult to book a room? 】

[I can ask someone to reserve a room for you, when will you come? 】

【Next Wednesday, please! 】

Letty sighed, and hoped that there would be no accidents this time. Although she was very curious about the Dark Knight in Gotham, she always felt that seeing him was not a good thing. She probably wouldn't really meet Batman... ...?

The author has something to say:

There are too many tricks for the cooperation titles between celebrities and brands. Taking domestic celebrities as an example, the pyramid from top to bottom is as follows:

1. Global Spokesperson > Asia Pacific Spokesperson > Greater China Spokesperson > China Spokesperson;

2. Image spokesperson > designated product line spokesperson > designated series product spokesperson > product spokesperson;

YM is the global spokesperson of the light luxury brand MK, which is the highest level of cooperation. In addition, Liu Wen and Chen Weiting are Chanel's watch brand ambassadors, which belong to the category of designated product lines. LilyRoseDepp only endorses No. [-] perfume, so she is the product spokesperson .

The status and popularity of stars in the circle can change very quickly. Many brands will sign a new star every time they launch a new product line or product.The advantage of this method of signing celebrities according to the short-term product line is that if you sign a celebrity spokesperson for a new product, as long as the product does not continue to be launched, this outdated celebrity can be used.

After all, all kinds of "spokesperson" routines are for the purchasing power of the fans behind the stars...