Knickers and Pop Star Endorsement, Does it Really Boost Lingerie Sales?
With the underwear market full of a large range of womens bra and underwear brands ranging from cheap and lower priced to designer and premium designer, the battle for the most market share is actually becoming tougher. Buy yourself a bikini and show off your body like the celebs.
The female lingerie market including suspenders and stockings is worth over 2 billion pounds within Great Britain. With such a commercial market the number of brands who are using well known celebrity endorsements have increased in recent years. The most recent female celebrities to put their face and bodies to underwear brands include Mel B from the original Girl Power group the Spice Girls, Jordan and former Eternal singer Louise Redknapp.
The Spice Girl signed a lucrative with women’s underwear brand Ultimo for a huge half a million pounds. The Spice Girl Mel B has been doing many ab workouts to show off her 6 pack in the press photos for the new range of ultimo knickers. She follows in other pop star footsteps. Another famous singer that modeled for a womens lingerie organisation is the striking Louise RedKnapp, she modeled for Triumph. The growth in sales for the lingerie brands using female celebrities to endorse their bras and knickers have worked.
A lingerie endorsement will work well when the underwear firm matches itself up with a celebrity who has the same beliefs and values and is a great match to the product and the womens bra and underwear brands target consumers.
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