WeArisma CEO Jenny Tsai emphasizes the crucial role of celebrity influencers in the luxury industry. Celebrities, bridging music, film, and fashion, can help brands enter new niches and amplify their reach. Their personal connection with audiences creates significant buzz, boosting brand desirability and sales. Tsai also praises Louis Vuitton’s appointment of Pharrell Williams as menswear Creative Director, highlighting how such a move leverages a celebrity’s multi-industry influence to expand and enhance brand credibility.
Published On: March 8, 2023
WeArisma CEO, Jenny Tsai on the importance of celebrity influencers in the luxury industry:
“Celebrities are at the intersection of popular culture, bringing together music, film, fashion, and other sectors. Partnerships with these influencers can facilitate entry into specific niches and provide access to a wider market. For some brands, this could mean tapping into unrepresented fields not previously associated with the brand, while for others, it could offer a way to amplify reach within a specific audience or vertical.
Influencers can connect with their communities on a personal level and build strong loyalty and trust. When a famous personality wears a particular outfit or uses a specific product, it can instantly become a hot topic on social media and in the press, helping the brand stand out in a crowded marketplace. This buzz can then lead to increased brand desirability and share of voice, which in turn can boost sales.”
Jenny Tsai on the appointment of major influencer Pharrel Williams as Louis Vuitton’s menswear Creative Director:
“Hiring a creative director with mass influence is a bold move which goes beyond celebrity endorsements and collaborations. It is a clear testament to the importance of influencers in signaling brand direction and building bridges between industries.
As a musician, producer, and fashion icon, Pharrell has a strong influence across multiple industries. He is particularly influential in streetwear, which has become a significant trend in luxury fashion in recent years. By bringing him on as Creative Director, Louis Vuitton is signaling its commitment to expanding into this market, building on Pharrell’s proven credentials for added influence and credibility.”
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Brands use both paid influencers and unpaid advocates to drive awareness and engagement. While influencers are compensated for their endorsements, true brand advocates promote products out of genuine enthusiasm, making their support more trusted and impactful. Striking the right balance between paid and organic advocacy is key, and tools like WeArisma help brands identify, measure, and optimize both. Understanding how to develop and engage these advocates—whether unpaid champions or strategic partners—can provide a significant advantage.
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