An emerald green pochette, zebra envelope clutch and equestrian-inspired cognac leather purse can all be found in the first batch of Kate Moss Longchamp 2010 bags. I wonder if these bags will be as coveted as Moss' line for British mega-retailer Topshop?
Implications - Consumers are always willing to embrace products that are endorsed by a well-known celebrity. This is because they build parasocial relationships with stars and feel a connection to them; if a celebrity recommends a product, consumers will trust their judgement. Companies can appeal to their desired demographics by arranging for a celebrity to endorse their products.