Armani Underwear Sales Soar Because of David Beckham

Posted on February 8, 2008

The Armani underwear ad starring David Beckham was worth every penny: sales of Emporio Armani underwear are booming since the ad was released. People are heading into the stores just to see more ads. The Telegraph reports that Selfridges in Oxford Street, London recorded a huge 150% rise in sales of men's briefs after the first day's sales.

Victoria Beckham has been very supportive of her husband's campaign and the huge posters seen on billboards and store walls.

Armani is expecting a big sales increase from the campaign of 30% this year. They are calling it the "Beckham effect."

Images from the campaign can be found on People. Giorgio Armani says of the footballer, "He represents a notion of modern masculinity: as a sports hero, husband and father. He is also a man with a great sense of style."

Update 7-5-08: The Guardian reports that the Beckham Armani ads have boosted men's briefs sales for multiple brands.

Selfridges underwear buyer Mithun Ramanandi told The Guardian the ads encourage more straight men to buy briefs:

"A lot of straight men are still scared of briefs, but we have seen an increase in sales. Men definitely wear tighter underwear now - our bestselling style is the tight trunk. In general, we've seen guys switching from woven boxers to this style."

David Beckham also attended an Armani show in Milan.

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