Throughout her career, Claudia Schiffer carefully cultivated an image of Miss Proper, but now that she is approaching an age where a little more daring is required to stand out, she is up to the challenge.
Schiffer is dressed in Dolce & Gabbana for the Vogue Italia March 2009 edition, photographed by Patrick Demarchelier. Slouching seductively (or drunkenly) in the back of a limo is, apparently, the new, more comfortable, catwalk for Ms. Schiffer.
Implications - In order to stay relevant with new fashion and pop culture crazes, businesses and artists must adapt to create images and products that will appeal to younger viewers. The use of celebrity endorsement will boost the media attention surrounding an item or company, especially if the ad is in any way controversial or shocking. By showing a public figure in a different and unfamiliar light, a company can create consumer interest in their product.
Key Themes Behind This Trend
- Celebrity Endorsement
- Opportunity for businesses to boost media attention and consumer interest by using public figures in unfamiliar and controversial ways.
- Adapting to New Fashion and Pop Culture
- Businesses and artists must adapt their images and products to appeal to younger viewers and stay relevant with new crazes.
- Creating Controversial and Shocking Ads
- Companies can attract attention and generate consumer interest by creating controversial or shocking advertisements featuring public figures in unfamiliar roles.
Where This Applies
- Fashion
- Fashion industry must adapt and create products that appeal to younger audiences and stay relevant with new crazes.
- Media and Advertising
- Opportunity for media and advertising industries to leverage celebrity endorsement and create controversial or shocking ads that generate consumer interest.
- Creative Industries
- Opportunity for artists and creative industries to adapt their work to new fashion and pop culture trends in order to appeal to younger viewers and stay relevant.
