评论
打印
The Beckham family empire has grown to include lucrative endorsements, modelling contracts and a fashion line or two - so it's no secret that Brand Beckham can sell. But a new study reveals just how lucrative the family brand really is.
贝克汉姆家产业帝国的发展已经涵盖了品牌代言、模特签约、以及一两个时尚系列。贝克汉姆的品牌魅力已不是什么秘密。但一项新研究揭示了这个家庭品牌真正的吸金能力。
The marketing value of all the family members - former England football captain David, ex-Spice Girl-turned-fashion designer Victoria and their children Brooklyn, Romeo, Cruz and Harper - plus their business ventures mean Brand Beckham is worth around 500 million pounds, according to the London School of Marketing.
贝克汉姆家庭成员包括前英格兰足球队队长大卫、由前流行组合辣妹（Spice Girl）成员转型时装设计师的维多利亚以及他们的孩子布鲁克林（Brooklyn）、罗密欧（Romeo）、克鲁兹（Cruz）和哈珀（Harper）。伦敦营销学院（London School of Marketing）的数据显示，他们一家人再加上贝克汉姆名下的公司，总营销价值已约为5亿英镑。
It also translates to earnings of around 30-40 million pounds a year for the family.
而家族品牌价值还能转化为一年约3000万到4000万英镑的收入。
Their marketing power stems from three main vehicles, Footworks, where David's football related revenues are collected, the Beckham label, for endorsements, and Beckham Ventures, for Victoria's fashion business, the London School of Marketing's experts said.
伦敦营销学院的专家称，他们的市场动力来自三个主要领域：Footworks——大卫足球相关领域产生的收入、贝克汉姆品牌——广告代言收入、以及贝克汉姆投资公司（Beckham Ventures）——维多利亚的时装生意收入。
Current estimates put the value for Footworks at 150 million pounds, the Beckham name at 70 million pounds and Beckham Ventures at £60 million, they added.
他们补充说，目前估计步法公司价值1.5亿英镑，贝克汉姆品牌价值7000万英镑，贝克汉姆投资公司价值6000万英镑。
But while the elder family members have been the main contributors so far, the Beckham offspring are gaining ground with business dealings and marketing appeal of their own.
不过，虽然目前小贝夫妇是家族收入的主力，他们的子女也在商业活动及扩展各自市场人气方面攻城略地。
Sixteen-year-old Brooklyn has a 4.4 million-strong following on Instagram and has recently appeared on the cover of Miss Vogue.
十六岁的布鲁克林在图片分享平台Instagram上已有440万的铁杆粉丝，最近又成为时尚杂志《Miss Vogue》的封面人物。
Younger brother Romeo meanwhile has fronted a Burberry Christmas campaign and was credited with driving a 15% sales boost.
二公子罗密欧曾为时尚大牌巴宝莉（Burberry）拍摄圣诞节广告片，使该品牌营业额增长了15%。
"The Beckham name has the Midas touch when it comes to advertising, even the mere mention of their name associated with a brand is a small news event in itself," said Anton Dominique, chief marketing officer at the London School of Marketing.
“贝克汉姆这个名字具有点石成金的魔力，一个品牌即使与贝克汉姆只产生些许的关联，就能够引起小小的轰动，” 伦敦营销学院的首席营销官安东•多米尼克（Anton Dominique）说。
"What is also interesting is that the family name is almost as influential as any individual family member," he added.
“还有一点比较有趣，贝克汉姆这个姓氏几乎跟这个家庭任何一名成员一样有影响力，”他补充道。
David recently added another deal to his collection, signing up to front a clothing line by Trinity, the Hong Kong-based owner of Gieves and Hawkes.
大卫最近又将一份合约收入囊中，与总部位于香港的君皇仕(Gieves and Hawkes)的母公司利邦签约，为其服装品牌进行代言。
