http://disruptltd.com/heres-how-adidas-won-big-with-stormzy-in-2015/
This article shows how designer clothing brands advertise there clothes successfully with the use of well know and respected people. Seeing that grime is a growing market in the music industry, Adidas invested in Stormzy by offering him a branding contract. Meaning alongside getting free clothes Stormzy gets paid to wear the brand, as stormzy became more and more successful the brand got higher sales. The reason for this could be that the grime audience see stormzy wearing these branded clothes and buy it for themselves. If this wasn't the case I highly doubt the contract with stormzy would remain.
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ReplyDeleteImportant to see how new trends come about and change over time. previously another rap star going by the name of rick ross was dropped of the reebok label as he made a comment on rape on one of his songs. Brands are aware that the celebrities they endorse have a strong influence on their brand's perception so it is important they reflect the values held by that specific company
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