August 7, 2007
The Beckham Brand Name Smells of Money
The Beckham brand name is marching on even if David Beckham himself is benched with an ankle injury.
Next month US shoppers will be able to buy David and Victoria's Intimately Beckham fragrance line.
The launch quietly went off last Thursday and the perfumes have been well received so far: Intimately Beckham Man is a "modern woodsy-spicy scent" while the Woman version smells of "lilies, tuberose, vanilla, sandalwood and orange blossoms."
The ad the Beckhams have been using across the pond, however, might need to be revamped... I simply do not recognize either of them in the picture. For instance, Victoria and David on the Victoria Beckham blog shows a much rougher looking bloke covered in tattoos.
This couple clearly has an empire going: the fragrance line, which includes David Beckham's Instinct is going to ring up $100 million, and Victoria is working on a line of sunglasses and clothing which already includes the VB Rocks denim jeans.
Their photo shoot last month in a seedy hotel probably heralds a new, rougher image for the American market, illustrating that the brand name can easily change with the times, even when Becks isn't on the field.
Will it succeed?
Of course. One gets the feeling that Victoria Beckham is a savvy manager of this multimillion dollar brand name, and we will be bending it like Beckham long after David retires from football (soccer in the US) and Posh Spice is but a memory.
Posted by William Lozito at August 7, 2007 8:13 AM
Posted to Apparel | Brand Name Research | Brand Naming | Branding | Company Naming | Durable Goods | Health and Beauty | Industry | Marketing | Naming | Product Naming | Retail
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