How do celebrities economically serve the celebrity industry and also Essay

How do celebrities economically serve the celebrity industry and also develop their public personas as commercial assets - Essay Example While the public idolizes or criticizes the stories that they are told by the media, the product that is available for sale in association to the celebrity is given advertising that is associated with that individual. Celebrity is an economic status that drives an industry behind a brand and an identity. As quoted from Todd Gitlin, in Understanding Celebrity by Graeme Turner, the celebrity is the â€Å"familiar strangerâ€Å". A celebrity is someone who has probably never been in the physical presence of a fraction of the people who know his or her name, yet the intimate details of that life is publicized for public consumption as though those details were as important as family and friends. The concept of publicity, both positive and negative creates a media image that defines someone by virtue of information that appears real and tangible, but is essentially no more real than the characterization in a book or in a movie. Stories told are creations of writers and photographers. The importance is not emphasizing truth, but maximizing sales, sometimes at the expense of Celebrity is not based on talent or professional achievement. In fact, â€Å"the modern celebrity may claim no special achievements other than the attraction of public attention† (Graeme, pg. 3). Celebrity status is achieved by the churning of public interest manufactured by media attention. Sometimes this attention is desired, and in other times the attention becomes a machine that cannot be stopped, destroying and re-creating with a will of its own. Who a celebrity is in private is not nearly relevant to the creation of the persona in public. This is the essence of celebrity - that it is created, either by will or momentum. One example of both doctrines being applied is the case of Angelina Jolie and Brad Pitt. When Brad Pitt was married to Jennifer Aniston and chose to leave her for his co-star of Mr. and Mrs. Smith, Angelina Jolie, a media storm that has yet to quell

Cotton On Assignment Example | Topics and Well Written Essays - 5500 words

Cotton On - Assignment Example Internal analysis will also discuss the strategies adopted for attaining growth within the segment in coming years and how marketing mix has helped it to be different from its competitors. Cotton On’s target segment and its marketing strategies to promote products will also be discussed. External environment for Cotton On’s business activities will be discussed in a separate section. For analyzing the external environment, SWOT analysis will be utilized to understand the strengths and weakness as well as opportunities and threats coming from competitors’ business activities will also be analyzed. In addition, the surrounding environment, which includes the domestic and global market situation for the company, its size and the consumers of Cotton On’s products, will be assessed. The results derived from internal and external analysis of business environment for Cotton On will be utilized in the next stage to develop a set of objectives for the marketing of company’s products. These objectives will help further to develop marketing strategies which includes the selection of market segment and positioning of the brand. The suggested marketing objectives and strategies will be supported with the action plan, identification of individuals who are responsible to implement it, time schedule, and budgeting and performance analysis measures. Introduction Cotton On is one of the few organically Australian ready-to-wear (RTW) fashion label. Fairly young in the industry at less than 30 years old, they now have shops all over Australia, New Zealand, and America. It has uniquely mirrored the same image that Australia has project all over the world, relax, simple and comfortable. Its primary target is the youth, 15-30, who feels wants a simple no-nonsense style... The intention of this study is Cotton On as one of the few organically Australian ready-to-wear (RTW) fashion label. Fairly young in the industry at less than 30 years old, they now have shops all over Australia, New Zealand, and America. It has uniquely mirrored the same image that Australia has project all over the world, relax, simple and comfortable. Its primary target is the youth, 15-30, who feels wants a simple no-nonsense style that is flexible yet fashionable. Through the years, there has been constant effort from the brand to reinforce their image through TV commercials, print ads, and out-of-home advertisements. However, the fashion industry has witnessed an incredible shift of media consumption from traditional to digital. Many of these digital adaptors belong to the same target market that Cotton On caters to, young from the broad C. Many businesses have taken advantage of this by, early on, exerting the same effort digitally as they do above the line. Unfortunately, Cot ton On came in late. They, in fact, established their online store less than three years ago. Outside of the online store, very little effort has been exerted to utilize the digital media to reach the Cotton On target market. This lack of digital presence resulted to one of the biggest digital scandal in the business world when facebook members started spreading complaints and protests against Cotton On Children’s line. The protest claimed that Cotton On’s pieces contained â€Å"disrespectful† messages. Cotton On reacted late and not without considerable damage to the brand.