When Jennifer Lawrence tripped on her way to accept her best actress Oscar one year, her pink princess-like Dior dress (capture) in all its glory. The unscripted moment became hot topic throughout social media.
That bonus air-time for a single dress at one of the world's global events is priceless for the likes of Dior, one of the (influential) fashion houses in the luxury marketplace.
Success on the red carpet can earn exposure and profits for luxury brands for years (come). The red carpet, which will be televised live before Academy Award ceremony, presents a great opportunity for a designer to reach an audience that expands the fashion setting. The Lawrence dress received about 40 million mentions on various social media.
One way of estimating the monetary benefits of having a standout dress on the red carpet is to compare how much a brand would otherwise spend on commercial advertising during the same time. Lawrence had only 75 seconds of solo camera time for her Oscar acceptance speech, Dior had to pay more than $4 million for a commercial spot of the same duration on similar occasions. And this didn't include the time (devote) to Lawrence and her dress on the pre-show televised red carpet. Lawrence, 23, had an advertising contract with Dior. the group's deal with Lawrence affected its sales was clearly stated in its annual financial report. That year, the group clothing section's profits (total)165 million euros, up 26 percent from the previous year.
Heston, the founder of a publicity firm, success stories include introducing Jimmy Choo shoes and designer Saab to Hollywood, believes that the Oscar red carpet is today dominated by established luxury brands. Finding it much more difficult to compete with big brand names to dress super stars on big events, many young designers turn to (bet) on promising rising stars, expecting an overnight success if the young stars rise to sudden fame.
