Taylor Swift and Travis Kelce’s engagement “generated $6.8 million in earned media value for [Ralph Lauren] in the first 48 hours after the news was revealed,” according to The Business of Fashion. This astronomical estimated amount of money the brand received for social media coverage only further demonstrates how influential public figures are in both the success of a brand, and in shaping consumer behavior via social proof and trendsetting. A reason why brands use celebrities and influencers to promote them and why they are such powerful figures in shaping fashion is because fans look to them to determine what is considered cool even though they are admired for their talents and/or fame in different areas of their lives besides fashion.

I asked our PR and growth experts to explain the effects of leveraging celebrities and influencers to promote fashion brands:

Are public figure endorsements oversaturated as a marketing tactic, losing their impact in a phenomenon called “influencer fatigue”? Or are they still highly effective?

How do influencer endorsements impact consumer behavior differently than celebrity endorsements?

In what ways do public figures promoting expensive products both alienate average consumers and impact their personal style preferences?

Here are the experts' insights:

• Celebrity styles spark dupes that make luxury accessible.
• Influencers establish a personal relationship
• Influencers reflect the reality of consumers
• Celebrities sell emotional justification
• Lining the product tier to the right figure
• Success relies on relevance and authenticity
• Celebrity endorsements serve class and aspiration
• Celebrity endorsements create a short-lived surge in cultural buzz

Celebrity styles spark dupes that make luxury accessible.

Emily Reynolds-Bergh, Owner at R Public Relations

"Endorsements are still highly effective–but they have to feel authentic. Hiring any influencer or celebrity to endorse your brand simply won’t work. If your brand has a quirky, offbeat personality like Cointreau, hiring Aubrey Plaza for a commercial spot just makes sense. In the same vein, Taylor Swift’s personal values and style align well with Ralph Lauren, and it makes sense for her to sport the brand’s products. Influencers are more similar to the average consumer, and their endorsement may actually drive more sales–it’s easier to believe influencers are actually using the products being promoted. Expensive products, especially those endorsed by celebrities, are often “duped” to be more accessible and affordable for the average consumer."

Influencers establish a personal relationship

Peter Murphy, Founder & CEO at TrackSpikes.co

"Indeed, the saturation of using public figure endorsements as a marketing tool has caused influencer fatigue. The customers are becoming choosy about whom they want to believe due to the constant bombardment of promotions that they receive. Nevertheless, it can also be very successful when carried out authentically and using the right micro-influencers.

Consumer behavior is likely to respond to influencer endorsements in a different way as compared to celebrity endorsements since they establish a personal relationship. There is also the benefit that micro-influencers have smaller, more committed audiences, making the conversion and trust rates higher than any celebrity figure endorsements, which may not be relatable.

In the case of costly commodities, celebrity marketing of the commodity could scare the common people away, as it makes the commodity appear costly. However, these endorsements tend to have a stylistic impact, especially as the consumer will strive to attain the kind of lifestyle that these role models have, and will become interested in luxury products even though they see a gap between them."

Influencers reflect the reality of consumers

Dr. Carolyn Kittell, Owner at Smile Essentials Cosmetic Dentistry

"More than ten years of monitoring patient behavior patterns have taught me that genuine influence outmuscles celebrity flash every time. I have experienced a 73 percent increase in bookings based on micro-influencer recommendations over celebrity collaborations due to a need to hear voices who are reflective of their own reality. Fashion works the same way. Your customers are not scrolling through Instagram to purchase $3,000 bags - they are searching the blueprint. They find Hailey Bieber in Bottega Veneta and unravel the formula. Bulky shape and neutral color scheme make up for high minimalism. At which point they replicate that same energy at Zara at $89.

What most brands fail to realize is that costly endorsements are not selling products, it is selling education. My clients subscribe to luxury fashion profiles such as masterclasses, learning proportions and color theory that they will not purchase ever again. It can be a coat costing 2000 to show them why some cuts suit their body type, and they can use the information in their 200 budget. This is more valuable than a single purchase - lifetime aesthetic loyalty is created. Little influencers and visual teachers actually act as personal shoppers of brands. The stars create the course of study, the influencers demonstrate how to pass tests without spending a fortune."

Celebrities sell emotional justification

Chris Bajda, Managing Partner at Groomsday

"I am a person who has created several e-commerce brands and traced down every dollar of celebrity impact in the last 20 years. What most people fail to understand is that the Swift-Kelce Ralph Lauren moment brought in 6.8 million dollars in sales since it was not intended as a marketing move. After a royal wedding, the sales of crystal decanters in our wedding business increased 340% not due to the initial charges of 8000 dollars, but because of couples seeking to receive the same energy in their own wedding parties. True moments of celebrities generate buying authority that marketing campaigns would never accomplish.

It is a totally different game over the past three years. Endorsements by celebrities are generating 48-72 hour buying sprees that fade quickly and influencers are generating consistent monthly revenue. When large celebrity events are scheduled, I schedule our luxury launches, since it has a brutal conversion window, but a profitable one. This is the actual secret, celebrities do not sell the product, they sell emotional justification. The person looks at the bag that costs Taylor 4,000 dollars and immediately our own $400 bag seems affordable. The celebrity determines the price ceiling, clients will then shop to their comfort zone and still maintain that aspirational relationship. We have made millions to learn this psychology. The brands that are winning today aren't pursuing each and every celebrity moment - they are merely positioning themselves to be the attainable version of whatever celebrities are making desirable."

Lining the product tier to the right figure

Adam Yong, SEO Consultant & Founder at BrandPeek

"The impact of figures in the public eye on fashion remains strong, but the landscape has shifted. Celebrity endorsement was once the most prominent method of brand influence, but influencer marketing is different. The key is that influencers are seen as more approachable, even those with millions of followers, though it is all about familiarity and connection in their content. A celebrity like Taylor Swift can garner $6.8 million in earned media value on a Ralph Lauren dress in 48 hours, but an influencer who has built a loyal follower base of 500,000 can drive direct sales in the thousands in a matter of hours, as their audience believes endorsement behavior aligns with their genuine lifestyle rather than a contractual commitment. When discussing psychology, it is less about reach, and more about the level of intimacy and trust the audience has with the influencer.

Risk facing brand isn't oversaturation - but mismatch. Think about it, if a luxury brand prices a jacket at $2,000 and promotes it with a celebrity, the average consumer may never do anything other than dip their toe in the water of that item, but consumers will still take the color palette or silhouette with them, which can often permeate down into fast fashion and into mid-market retailers. That is indirect commercial value. However, if this was the same brand through influencers, and their influencers were constantly touting products that were outside of the budget of their audience; that same endorsement has lost authenticity and consumer fatigue sets in. The best practice is not finding between celebrity or influencer, but lining the product tier to the right figure. High-end items still keep aspirational want through celebrities, while accessible lines do well through influencers who reflect the spending power of their audience. This balance is where fashion brands can maintain relevance, without losing their base."

Success relies on relevance and authenticity

Cal Singh, Head of Marketing & Partnerships at Equipment Finance Canada

"We know for sure that influencer fatigue means that public figure endorsements are losing their power. The public is bombarded by every offer in the world and increasingly suspicious of what is real. Influencer marketing still works, but you have to do it smarter and more transparently. Trust is more difficult to gain and success relies on relevance and authenticity rather than volume.

Influencers often create a sense of connection as they are perceived as being more relatable. Consumers feel like they're getting advice from a lifestyle peer. Celebrities, on the other hand, are powerful because of status and prestige. Their endorsements give off an aspirational feeling, but one which is less about connection and more about raising the perceived value of a product.

Celebrities are meant to promote exclusivity, so expensive products seem desirable and aspirational. However, this can turn off the average consumer who feels the product is unattainable. Nevertheless, there's a powerful desire to mirror the style of the public figure. Brands that find a way to bring that luxury within reach, enable consumers to relate to that aspiration without the alienation of the unattainable."

Celebrity endorsements serve class and aspiration

Mimi Nguyen, Founder at Cafely

"Public figures still hold influence in marketing, but it’s changed. Influencer fatigue is definitely present, especially for those marketing from collaborations that feel transactional. For instance, when a celebrity wears a designer gown at an award show, it drives visibility, but it does not always drive trust. This is because consumers now want something to relate to. That’s how micro-influencers beat celebrities in conversion, they market in a way like recommending to a friend and not like ads.

Influencer and celebrity endorsements differ in emotional and practicality. Celebrity endorsements serve class and aspiration; meanwhile, influencer endorsements bring practicality and relatability. A celebrity endorsement of a brand requires a lot of money, which means only established brands can afford it. However, the products of these brands are usually expensive, which is not practical for public consumption. This is where influencers stand out. They advertise the same aesthetic of the branded fashion brands but more affordable. A fan may not be able to afford the exact Ralph Lauren dress that Taylor Swift wore, but they’ll surely buy alternative versions that look exactly the same.

The overly expensive price from celebrity campaigns is the one alienating average consumers. Despite this, people tend to be influenced by the aesthetic and lifestyle of celebrities, which results in looking for affordable versions that mimic the style. In this way, consumers can still join the current trend."

Celebrity endorsements create a short-lived surge in cultural buzz

Jin Grey, CEO & SEO Expert at jingrey.com

"Celebrity endorsements are fast in attracting attention. One photo or appearance at an event will expose a product to millions of people in the space of a day and the brand experiences an immediate surge in cultural buzz. However, that influence tends to be short-lived, since the majority of the population looks up to the star but does not envision themselves making the same purchase. The hype is legitimate but seldom creates long-term sale momentum.

Influencers relate to audiences differently. Their suggestions are localized and they are based on day to day interaction which makes the followers trust their decisions. When a social media influencer with 30,000 followers posts a bag that costs 70 dollars, it is not uncommon to see hundreds or even a thousand bags sell within several days. Such conversion occurs because their audience can experience a direct relationship, rather than an admiration at a distance. The endorsement is important as the message feels genuine and relatable. This produces two obvious things. Whereas celebrities create awareness that is short-lived, influencers influence buying behavior in the long run. Influencer campaigns usually provide higher and more sustained returns to fashion brands looking to grow steadily."

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