David Beckham for H&M

This is in my eyes quite usual black, white and gray underwear. There is no specific pattern and no special design (how many formats are there for underwear?). The only thing not found on other lingerie is David Beckham's name.

Here it's not H&M that is the main focus of the sales force, it's David Beckham and above all his name. It's David Beckham FOR H&M. His name sells more than the product itself. Many pepole have David Beckham as a role model and of course they want the same underwear as theire role model.
But the interesting thing here is that the campaign also attracts women, not to buy underwear, but to look at David Beckham. They want to go into the store because of the image of a half-naked David Beckham or they will hear talk among girlfriends about the new H & M commercial with a half naked David Beckham. The company is mentioned in several contexts that involves both women and men. The men want to be like David Beckahm and the women like to look at him, they think he's handsome and in some cases girlfriends buy the underwear for their boyfriend.

H &M can be seen in several different contexts because they make use of a celebrity in its advertising or its partnerships. The fact that David Beckham would make a underwear collection for H & M observed by the media even before the collection published and an interest was created by the buyers even before the product was available.
We can find several celebrities in underwear commercial and it's the same concept, the names sells and the faces of famous people sells. We want to be like our role model or just like a celebrity. It's not only underwear commercial. It can be a commercial for a parfume, make-up, food etc. But the main point here is that famous people and theire faces sells. It's a smart marketing to reach its buyers.



Ellen Linder