Celebrity endorsement: Kate Moss & H&M

That the Mirror delights in Kate Moss’s downfall should be no great surprise. Not so long ago its Sunday sister was forced to pay ‘substantial’ damages and apologise after falsely claiming the model had fallen into a cocaine induced coma. Now the Mirror apparently has her cutting lines of coke on film, they’re unlikely to go easy, have been busy chasing all her clients and are beginning to reap their revenge now H&M has terminated her contract.

Celebrities have always had much to offer PR and marketing, particularly in the realms of fashion. There is no shortage of people who, sometimes secretly, would love to be famous and famous in the same way as particular celebrity. This mimicking is often subconscious, but it’s there and is part of the same psychological phenomenon that lead to everyone to wear flares and long hair in the 1970s. For H&M, which competes with Top Shop at the young, high turnover end of the market, getting Kate Moss was something of a coup. Having her model their clothes implies that H&M fashion is not out of place in the trendiest of places and that they fit with a lifestyle so many aspire to.

The big but is that celebrities are human. Some have complained that Kate Moss is a role model and we shouldn’t buy from H&M. But the reality is that she has no real obligation to live life as a saint and many ‘role models’ have crossed the line. Scotland on Sunday has a few good examples, like the ex-footballer called in to toughen a brand image. He turned out to be far too tough.

Perhaps each programme of celebrity endorsement should be underwritten by a well thought out crisis management plan.
Contact Stephen Newton

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