春晚上王菲的連衣裙、牛莉的粉紅大衣都成為熱銷的服飾，這種通過(guò)明星勢(shì)力推動(dòng)時(shí)尚潮流的運(yùn)營(yíng)方式，在海外早已發(fā)展成熟。剛剛舉行的第82屆奧斯卡頒獎(jiǎng)禮紅毯上，女星們的穿著打扮其實(shí)都是一個(gè)個(gè)活的植入廣告。
With the Academy Award nominations out this week, fashion designers are already jockeying to dress the stars for their big night. But rather than picking the Oscar winners, designers are asking another question: Who will be the most effective at getting viewers to buy the clothes they see on the red carpet?
隨著奧斯卡提名名單的揭曉，設(shè)計(jì)師們已經(jīng)開(kāi)始為明星們?cè)陬C獎(jiǎng)當(dāng)晚所穿服裝展開(kāi)了角逐。設(shè)計(jì)師們看重的不是誰(shuí)是奧斯卡大贏家，他們考慮的是另外一個(gè)問(wèn)題：在促使觀眾買(mǎi)下紅地毯上看到的服裝上面，哪個(gè)明星最有說(shuō)服力？
Among this year's nominees, the 'best seller' award is likely to go to a nominee whom few in the fashion world are discussing: Sandra Bullock. At StyleSpot.com, a Los Angeles-based Web site that links red-carpet photos to stores that sell the looks, Ms. Bullock's one-shouldered Vivienne Westwood dress at the Golden Globes ranked among the top of all red-carpet appearances this year in inspiring viewers to 'click through' to retail sites.
在今年的提名者中，“最佳推銷員”的獎(jiǎng)項(xiàng)可能要屬于一個(gè)在時(shí)尚界少有人議論的奧斯卡候選人：桑德拉·布洛克。在StyleSpot.com網(wǎng)站上，布洛克在金球獎(jiǎng)?lì)C獎(jiǎng)典禮上的單肩薇薇恩·韋斯特伍德禮服在今年所有的紅毯亮相中位居前列，她也成為最能鼓勵(lì)觀眾從紅毯照片點(diǎn)擊鏈接至服裝賣(mài)場(chǎng)的人。總部位于洛杉磯的StyleSpot.com網(wǎng)站將紅毯照片和銷售這些禮服的商家鏈接在一起。
One lesson: It isn't pure chic that moves clothes. 'For the most part, celebrities that drive sales aren't necessarily the ones that get nominated' for awards, says Lily Hollander, editorial director of StyleSpot.com. The 45-year-old Ms. Bullock is not high on chic lists, but her down-to-earth image mean millions of women relate to her.
一個(gè)經(jīng)驗(yàn)是：推動(dòng)服裝銷售的并非是單純的時(shí)髦漂亮?！霸诮^大多數(shù)情況下，帶動(dòng)銷量的明星不一定是那些獲得了奧斯卡提名的演員，”StyleSpot.com編輯部主任莉莉·霍蘭德表示。45歲的布洛克在時(shí)尚榜單上的位置并不靠前，不過(guò)她的鄰家女形像意味著成百上千萬(wàn)的女性對(duì)她有認(rèn)同感。
By contrast, with her Best Actress Oscar nomination for 'An Education' this week, Carey Mulligan has dozens of fashion designers vying to lend her baubles and gowns for the Oscars. The young actress with the pixie haircut is known as a sophisticated dresser. 'Carey Mulligan will be the most watched on Vogue.com,' says Hamish Bowles, Vogue's European editor at large, recalling a sparkling Prada dress the actress wore recently.
相比之下，因《成長(zhǎng)教育》獲得最佳女演員提名的凱瑞·穆里根則得到了數(shù)十名服裝設(shè)計(jì)師的青睞，他們爭(zhēng)相租借給她在奧斯卡上穿著的首飾和禮服。這位留著利落短發(fā)的年輕女演員在穿著方面是個(gè)眾所周知的高手?！皠P瑞·穆里根將成為Vogue.com網(wǎng)站上最受人關(guān)注的人物，”Vogue歐洲版編輯哈米什·鮑爾斯說(shuō)，她回想起穆里根最近穿著的一件亮閃閃的普拉達(dá)禮服。
But despite Ms. Mulligan's fashion credit, she may not be the savviest choice for product placement. At StyleSpot.com, Ms. Mulligan is not one of the stars who moves the most viewers to buy clothes. Ms. Mulligan wasn't available to comment.
不過(guò)盡管穆里根在時(shí)尚方面有可信度，但她或許并不是植入式廣告最明智的人選。在 StyleSpot.com網(wǎng)站上，穆里根并不屬于能夠推動(dòng)觀眾購(gòu)買(mǎi)服裝的明星之列。記者未能聯(lián)系到穆里根置評(píng)。
Celebrity placement is more voodoo than science, but among this year's nominees, other Oscar sales influencers may include plus-sized Gabourey Sidibe and the classic Meryl Streep. Ms. Sidibe, the star of 'Precious,' is 'an alternate paradigm for the red carpet, but she can carry these very strong colors,' says Mr. Bowles. What's more, the plus-sized market is one of fashion's fastest growing.
有關(guān)明星植入式廣告的效用并不存在什么科學(xué)根據(jù)，不過(guò)在今年的提名者中，豐滿的加伯瑞·斯迪比和典雅的梅麗爾·斯特里普或許也能推動(dòng)奧斯卡銷售?！墩鎼?ài)》的主演斯迪比是“紅毯上的另類范例，不過(guò)她能夠駕馭那些非常強(qiáng)烈的色彩，”鮑爾斯說(shuō)。另外，大尺寸服裝也是時(shí)尚界成長(zhǎng)最快的市場(chǎng)之一。
And Ms. Streep's maturity and demure style choices may appeal to women over 40, who spend more on fashion than other demographic groups.
而且，斯特里普成熟而端莊的時(shí)尚風(fēng)格或許對(duì)40歲以上的女性有吸引力，這些女性比其他人口統(tǒng)計(jì)群體在服裝上面的花費(fèi)都要多。
Red carpets have become a primary marketing channel for fashion. The Academy Award nominees' photos will be plastered from Boise to Bombay after the March 7 awards show, which will be watched by something north of 35 million television viewers--and seen on a gazillion blogs. It's an irresistible advertising medium. In Los Angeles, designers employ VIP handlers, who work to get the designers' clothes on celebrities who might be photographed in them.
紅地毯已經(jīng)成為時(shí)尚界最主要的一條營(yíng)銷渠道。奧斯卡提名者的照片在3月7日的頒獎(jiǎng)晚會(huì)后將被張貼到從美國(guó)愛(ài)達(dá)荷州的博伊西到印度孟買(mǎi)的各個(gè)地方，還會(huì)出現(xiàn)在數(shù)不清的博客上面。奧斯卡還將擁有超過(guò)3500萬(wàn)名電視觀眾。這是個(gè)讓人無(wú)法抗拒的廣告平臺(tái)。在洛杉磯，設(shè)計(jì)師們聘用了專門(mén)針對(duì)貴賓的人員，他們的工作就是讓這些設(shè)計(jì)師的服裝出現(xiàn)在明星們的身上。
The fashion industry does this because it works. After Sienna Miller wore Thakoon's spring bustier jumper to the premiere of the fashion documentary 'The September Issue,' every store that bought the piece sold out, says a spokeswoman for designer Thakoon Panichgul.
時(shí)尚產(chǎn)業(yè)之所以這么做是因?yàn)檫@招確實(shí)奏效。設(shè)計(jì)師塔庫(kù)恩·帕尼克歌爾的發(fā)言人表示，西耶娜·米勒在時(shí)裝紀(jì)錄片《九月刊》的首映禮穿上了Thakoon的修身小禮服裙之后，每家進(jìn)了這件衣服的商店都賣(mài)斷了貨。
Yet success, for a designer, is a delicate balance of star power and timing. After Jessica Alba presented an award at the People's Choice awards last month, her Burberry Prorsum knotted platform sandals generated the most click-throughs to retail sites of any red-carpet appearance this season on StyleSpot.com.
然而對(duì)于設(shè)計(jì)師來(lái)說(shuō)，成功還是明星影響力和時(shí)機(jī)之間的一種微妙平衡。杰西卡·阿爾芭在上個(gè)月的人民選擇獎(jiǎng)?lì)C獎(jiǎng)禮上露面后，她穿著的巴寶莉子品牌Burberry Prorsum的打結(jié)厚底涼鞋為StyleSpot.com網(wǎng)站帶來(lái)了本季所有紅毯亮相中指向零售店的最多的點(diǎn)擊量。
Unfortunately for Burberry, those spring-season shoes won't be available in stores for another month. So shoppers had to settle for similar looks offered on the site by Robert Clergerie and Callisto.
不過(guò)不幸的是，巴寶莉這款春季款涼鞋直到下月才會(huì)到店。因此買(mǎi)家們不得不退而求其次，在網(wǎng)站上購(gòu)買(mǎi)Robert Clergerie和Callisto品牌的相似的涼鞋款式。
Nothing is too minor for mention. Stylist Mark Townsend announced that he set actress January Joness hair in a French twist for the Golden Globes, blow drying her hair 'with a round brush' and securing 'it with about 10 bobby pins.' He also named hair products and prices: Moroccanoil Treatment, $39 for 3.4 fl. oz.
沒(méi)有什么是不值一提的。造型師馬克·湯森德宣布，他在金球獎(jiǎng)上為女演員詹紐瑞·瓊斯做了一個(gè)法式發(fā)髻，先吹干她的頭發(fā)，“用滾梳”梳頭發(fā)，再“用大約10支發(fā)夾”固定。他還公布了自己的美發(fā)產(chǎn)品和價(jià)格：Moroccanoil護(hù)理，3.4液體盎司的價(jià)格是39美元。
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（來(lái)源：新浪教育 編輯：Julie）
