British shoppers influenced by “celebrity lifestyles”

A new report has revealed that British consumers are spending 6 billion
pounds a year in a bid to tap into celebrity lifestyles, with one in four
adults stating that their spending habits have been influenced indirectly
by celebrities.

The report for Zopa, conducted by OnePoll surveyed 2,000 consumers, and
found that the typical Briton splashes out 517 pounds a yearly making an
attempt to emulate celebrities’ lifestyles or get their look indirectly.
With almost a fifth admitted to purchasing merchandise as soon as a
fortnight after seeing a star wearing or using it.

Holly Willoughby, who last year became a face of Marks and Spencer, was
named as the most influential female celebrity, while David Beckham is the
most influential celebrity male.

Other influential female celebrities including Rihanna, Kate Middleton,
the Kardashians, Kate Moss, Meghan Markle, Taylor Swift, Victoria Beckham
and Emma Watson.

While for the men, actors Bradley Cooper and George Clooney were second
and third, followed by Cristiano Ronaldo, Kanye West, Ryan Gosling, David
Gandy, Justin Bieber and Harry Styles.

The top items that celebrities inspire consumers to buy were gadgets,
with annual spend hitting 130 pounds, closely followed by clothing with a
mean annual spend of 125 pounds, while experiences hit 120 pounds, and
purchases for the home was 118 pounds.

Other products influenced by celebrities includes hairstyles,
fragrances, merchandise, watches, make-up, footwear, luggage, jewellery and
sunglasses.

The research also adds that women are slightly more likely than men to
be swayed by a celebrity link, with 25 percent in comparison with 22
percent of males. However, men are more likely to be influenced to make
more expensive purchases.

With regards to age group, 18-24 year olds are the most affected by
celebrities with 57 percent having made celebrity influenced purchases
within the last 12 months. That number falls to a third for those aged 25
to 34 years old, while only one in ten of over 55 year olds have been
impacted by a celebrity.