THE POWER OF THE RED CARPET

RED carpet events have gone past the era of  celebrities just  dressing up and looking glamorous it is now an avenue for brands  to reinforce themselves in the fashion industry. it has become a means by which    celebrity endorsers can be used  effectively. celebrity endorsement can be seen as a communication tool in which meanings can be delivered to brands and hence  to the audiences(Granleese2008). 

 

  Over the years  the red carpet has been  regarded  as symbol of glamour and prestige as such many designers and brands especially  luxury brands try to associate with these events  to boost their image.the cults of celebrity and fashion are interwoven reflecting Hollywood and the red carpet phenomenon whereby fashion designers court film stars and celebrities to wear their brands at premiers and award shows such as the Oscars (Caroll2008).

    

To gain instant credibility most  brands put their products into the hands of hot Hollywood celebrity on the red carpet (McCauley 2010). Some brands such  as Alexander McQueen have instantly gained a  positive reputation just by  dressing celebrities on the red carpet. this is due to fact that consumers aim for the glamorous and prestigious nature the red carpet and the celebrities on them (Caroll2008).

Below is  a video showing how the media accesses celebrities and what they are wearing in the red carpet. the celebrity talked about is Michelle Williams during the Oscars in 2012.