Group 1 - Taylor Swift's engagement announcement led to a massive online reaction, breaking Instagram's like record and generating millions of likes within a short time [1] - The engagement ring, designed by Travis Kelce and valued at over one million dollars, along with other luxury items, became focal points of discussion [1] - The Ralph Lauren striped silk blend dress worn by Swift, priced at $398, became a bestseller due to its affordability and celebrity endorsement, selling out within 20 minutes [3][4] Group 2 - Ralph Lauren, often referred to as a "middle-class treasure" in China, has maintained a good reputation among the middle-class despite struggling in the global market [5] - The combination of the brand's characteristics and Taylor Swift's influence helped the dress gain significant attention and sales [6] - The dress's price point made it an accessible symbol of romance for millions of fans, contrasting with the high-value engagement ring [7] Group 3 - The dress's design aligns with current fashion trends, embodying classic American style and appealing to the tastes of the middle class [8][9] - Taylor Swift's personal influence is a key factor in driving sales, as her choices often lead to rapid sellouts across various brands [10] - The emotional significance of the dress, being associated with Swift's engagement, further enhanced its desirability among fans [11] Group 4 - Taylor Swift's impact on consumer behavior has been well-documented, with numerous brands experiencing increased demand after she wears their products [13] - The phenomenon extends beyond fashion, influencing various sectors and creating new cultural trends, such as the friendship bracelet movement [18][20] - Swift's choices often lead to significant sales spikes, as seen with various brands, including a 2500% increase in sales for a beauty product after she was seen using it [23] Group 5 - The "Taylor Swift effect" transcends traditional celebrity endorsements, as her personal narrative intertwines with the products she promotes, creating a deeper emotional connection with consumers [27][28] - This narrative-driven approach allows fans to feel a part of Swift's life, enhancing the perceived value of the items she endorses [29][30] - The strategy of combining high-end and affordable items breaks down barriers between celebrities and consumers, making luxury more accessible [31][32]