珠宝品牌钻进明星微博

当前位置：首页 > 英语笔译

珠宝品牌钻进明星微博

天之聪教育 2013-04-11 天之聪教育 271次

珠宝品牌钻进明星微博

Jewel personalities

Gowns are not the only highly lucrative product placement opportunities for brands during awards season; jewellery houses are getting in on the act too.

在各大颁奖典礼上，礼服并非各大时尚品牌公司唯一可资利用的广告植入宣传机会，珠宝公司同样也是积极参与。

“The combination of celebrity plus social media is a hugely profitable platform for luxury jewellery and watch brands,” says Shaz Moaven, founder of Moaven PR, which specialises in working with celebrities and luxury brands. “Social media increases the reach and visibility of brands internationally. While it provides news stories for journalists, the popularity of the celebrity means that the story has a long shelf-life.”

“名人与社交媒体相结合，成了众多奢侈首饰与手表公司赚取滚滚财源的重要平台，”莫阿文公关公司(Moaven PR)创始人沙兹•莫阿文(Shaz Moaven)说，他是与名人及奢侈品牌打交道的行家里手。“社交媒体能提高该品牌在全世界的知名度及影响力，并能为媒体记者提供新的传奇故事，名人的知名度意味着相关故事能够流传更长时间。”

When Fabergé recently placed its Treillage collection on Olivia Palermo, Erin O’Connor and Andrea Riseborough, the jewels sold briskly. The Fine Treillage Rose Gold ring sold out over Christmas in stores in Britain and America. The brand has found that celebrity endorsement online has translated effectively internationally and, more importantly, into new markets.

费伯奇(Fabergé)最近请奥利维亚•巴勒莫(Olivia Palermo)、艾琳•欧康娜(Erin O’Connor)以及安德丽亚•瑞斯波罗格(Andrea Riseborough)代言其Treillage珠宝系列后，它们很快就销售一空。在英美各大门店，Fine Treillage Rose Gold款戒指在去年圣诞假期期间供不应求。该公司发现名人的网络代言也能在全球产生立竿见影的效果，而且更重要的是在新兴市场尤为如此。

A day before the London premiere of The Hobbit, actor Dominic Monaghan tweeted about the Glam Rock watch he would be wearing the next night. “Dominic’s tweet had an immediate impact on sales even before he put the watch on his wrist,” says Moaven. Similarly, when Moaven dressed Britney Spears in De Grisogono jewellery and a Glam Rock SoBe watch in her new music video “Scream and Shout” with will.i.am, the watch sold out within hours. There is now a two-month waiting list for the watch, and the song has gone on to become number one in more than 20 countries.

就在《霍比特人》(The Hobbit)伦敦首映式前一天，主演多米尼克•莫纳汉(Dominic Monaghan)在自己的微博中展示自己佩戴的华丽摇滚手表(Glam Rock)，他准备第二天晚上戴着它参加电影首映式。“甚至第二天手表还没戴手上，多米尼克的显摆就让该表的销售一发而不可收，”莫阿文说。类似的情况还有：在“小甜甜”布兰妮(Britney Spears)与will.i.am合作的新音乐电视《尖叫呐喊》(“Scream and Shout”)中，莫阿文让她佩戴德•克里斯可诺(de Grisogono)首饰与Glam Rock SoBe watch手表亮相后，短短几个小时内该款手表就被抢购一空。如今想购买该款手表就得静等两个月时间，而且该首歌如今还在20多个国家雄居音乐榜冠军。

However, competition is fierce. More haute couture brands, such as Louis Vuitton, Chanel and Dior, now have their own jewellery divisions and celebrity contracts. Companies such as Leviev and Backes and Strauss, which were previously diamond wholesalers, have entered the world of retail. Meanwhile, jewellery and watch powerhouses such as Chopard and Tag Heuer have sizeable celebrity budgets.

但是，各大品牌之间的竞争异常惨烈。包括路威酩轩(Louis Vuitton)、香奈儿(Chanel)以及迪奥(Dior)在内的更多高级时尚品牌如今都成立了自己的珠宝分部，并与不少名人签订了合同。雷弗埃夫(Leviev)及Backes and Strauss等以前专营钻石批发的公司也把触角伸进了零售业。与此同时，萧邦公司(Chopard)以及豪雅(Tag Heuer)等珠宝及手表巨挈也拔备了相当可观的名人代言经费。

Agencies are usually tight-lipped about celebrity fees but Haig Avakian, whose family business has a boutique at the entrance of the Beverly Wilshire hotel on Rodeo Drive, confirms celebrities with more followers on social media sites are commanding larger fees from luxury brands. “From a celebrity’s perspective, their following on social media sites has now become an extra-added value when negotiating certain placements. It provides brands with extra exposure. Someone like Rihanna has over 27m Twitter followers – that’s a direct form of advertising. This is taken into account when discussing placements,” says Avakian.

各家公司通常对名人代言费讳莫如深，但黑格•阿瓦基安(Haig Avakian)却承认在社交网站上有更多拥趸的名人往往会提出更高的代言费。阿瓦基安的家族在罗迪欧大道(Rodeo Drive)的贝弗利山威尔希尔酒店(Beverly Wilshire)入口处经营着一家专卖店。“名人如今在社交媒体网站上的影响力与日俱增，此举可以让他们在敲定网络广告代言费时额外增加谈判筹码，也能额外增加品牌的曝光度。如蕾哈娜(Rihanna)在Twitter上拥有2700万多的拥趸——那就相当于直接打广告。商谈广告代言费时，这就得考虑进去，”阿瓦基安说。

“Some celebrities and socialites have enormous followings – Pink, for example, has over 12m followers – so the impact is big,” he adds. “The speed at which we can get our brand name out to a massive audience, based on the celebrity’s following, is unprecedented.” When Paris Hilton tweeted about wearing an Avakian necklace at last year’s Cannes Film Festival, for example, Avakian saw a significant rise in the number of Avakian Facebook fans within minutes and the necklace (worth $500,000) was sold out within weeks.

“有些名人与名流拥有大量拥趸——比方说，红粉佳人(Pink)的粉丝就超过了1200万——所以这种影响力非同寻常，”他补充道。“由于追星效应，时尚品牌影响广大消费者的速度前所未有。”比方说，当帕利斯•希尔顿(Paris Hilton)佩戴阿瓦基安品牌的项链亮相去年戛纳电影节(Cannes Film Festival)时，阿瓦基安就看到自己在Facebook的粉丝数量在短短几分钟内大幅飚升，而价值50万美元的一款项链也在几周内被抢购一空。

“Product which is seen to work in the entertainment space can have an immediate and profound impact on online searches, sometimes within minutes of the placement – the speed of the reaction can be astounding,” says Vanessa Emilien of RKi 360, a London-based strategic marketing agency, whose clients include Bond Street jeweller David Morris.

“受娱乐空间追捧的产品就能对网络搜索产生直接深远的影响，有时广告植入几分钟后就能立竿见影——网络拥趸的反应速度让人瞠目结舌，”伦敦战略营销机构RKi 360负责人范妮莎•艾米里安(Vanessa Emilien)说，她的客户就包括了邦德街(Bond Street)珠宝店大卫•莫里斯(David Morris)。

However, some brands are starting to re-evaluate their celebrity endorsement strategies, continues Emilien. “The Office of Fair Trading is now asking celebrities to clearly indicate on the tweet that the message constitutes some form of advertising, which for the brand may be seen as counter-productive,” she says.

但是，有些品牌开始重新评估聘请名人代言的策略，艾米里安继续说道。“公平交易办公室(The Office of Fair Trading)如今要求名人必须在博客中明确说明穿着或佩戴某种品牌就相当于为其做广告宣传，而品牌公司认为这可能会适得其反，”她说。