Designers Get Michelle Obama's Vote (But Not the Public's)
Shelby Lee Walsh — May 19, 2009 — Fashion
References: nymag
Although the first lady may be on the top of the charts for fashion-forward thinking, Michelle Obama’s celebrated attire has failed to boost sales for some of her favorite designers.
Narciso Rodriguez, Maria Cornejo, Thakoon Panichgul, and Peter Soronen are among Michelle Obama’s top designer choices but regardless of her open endorsements, these designers have failed to noticeably benefit from the first lady’s approval.
Michelle Obama has certainly given these designers more exposure than they could have imagined, but unfortunately for them, this exposure has failed to translate directly into sales. Looks like the first lady is no match for the recession.
Narciso Rodriguez, Maria Cornejo, Thakoon Panichgul, and Peter Soronen are among Michelle Obama’s top designer choices but regardless of her open endorsements, these designers have failed to noticeably benefit from the first lady’s approval.
Michelle Obama has certainly given these designers more exposure than they could have imagined, but unfortunately for them, this exposure has failed to translate directly into sales. Looks like the first lady is no match for the recession.
Trend Themes
1. Fashion Endorsement Impact - Despite being endorsed by a popular figure, designers are seeing little to no change in sales and should focus on alternative marketing strategies.
2. Influencer Marketing Evaluation - The ineffectiveness of Michelle Obama's endorsements show the importance of evaluating the potential roi of influencer partnerships before investing.
3. Consumer Purchase Behaviour - The lack of sales boost from celebrity endorsements challenges the current assumption that consumers will blindly purchase products endorsed by their favorite celebrity or influencer.
Industry Implications
1. Fashion - Designers should look to new marketing strategies amidst the pandemic to attract customers and remain competitive in the highly saturated fashion industry.
2. Marketing and Advertising - Michelle Obama's failed endorsements stress the importance of thoroughly analyzing marketing methods and consumer behavior to create successful advertising campaigns.
3. Celebrity and Influencer Endorsements - The ineffectiveness of Michelle Obama's endorsements exposes the need for more targeted and unique influencer partnerships to drive sales and improve brand recognition.
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