订阅

多平台阅读

微信订阅

杂志

申请纸刊赠阅

订阅每日电邮

移动应用

商业

伊万卡的穿衣生财之道

John Patrick Pullen 2018年01月03日

每当伊万卡身着自家公司的鞋品和服饰在新闻中亮相,她的净财富便会水涨船高。

唐纳德·特朗普入主白宫已有一年,其商业化的做派所引发的道德挑战也成为了世人瞩目的焦点。但是在到访海湖庄园和显贵们预定华盛顿特朗普国际酒店之余,伊万卡·特朗普在Twitter和Instagram上所发的照片却为这位“公私不分”的公务员带来了意想不到的后果。

究其原因,伊万卡·特朗普身穿的大多都是其个人品牌的产品。当她身着自家公司的鞋品和服饰在新闻中亮相时,这位总统助理的净财富便会水涨船高,这背后也有媒体的一份功劳。

《华尔街日报》和名人时尚网站Star Style所开展的调查显示,从去年3月她开始担任白宫顾问至11月期间,伊万卡在其社交媒体账号发布的官方活动出镜照中,有68%的场合都穿着自家品牌的服饰、鞋品或其他产品。虽然这位第一女儿已委托其妹夫乔什·库施勒(Josh Kushner)和妯娌妮可·梅尔(Nicole Meyer)打理公司的日常业务,但她仍是公司的受益人之一。因此,她的服饰选择自然也就成了颇具争议的话题。

《华尔街日报》概括了刊登伊万卡照片的各大网站如何通过使用代理营销链接,利用其服饰来赚钱。首先,伊万卡会身着某件服饰现身公共场合拍照。然后,某些刊物,例如《每日邮报》,将发布这些照片,而且在注释中提供引导读者购买同款服饰的链接。这些链接被称为代理链接。根据这一安排,电商零售公司通常会将一定比例的销售额让渡给出版商。(信息披露:Time, Inc.与其他众多出版商一样,通过使用其产品评论的代理链接来创造营收。请点击此处查看TIME代理链接政策。)

专家们表示,这种利益冲突是可以避免的。为了完全消除这种不当现象,伊万卡可以穿着其他品牌的服饰,或出售其业务。但这两种做法似乎从财务上来讲都不是什么好主意。虽然伊万卡进驻白宫还不到一个月,但其公司的业绩却开始在2017年屡创新高。在2016年初至2017年7月之间,她从其信托那里至少获得了1,260万美元的收入,其中有600万美元来自于其服装业务。(财富中文网)

译者:冯丰

A year into Donald Trump’s presidency, the ethical challenges of having a businessman president have come into focus. But beyond trips to Mar-a-Lago and dignitaries booking Trump’s Washington, D.C. hotel, photos of Ivanka Trump posted to Twitter and Instagram show the unintended consequences public servants entangled with their private businesses.

That’s because most of what Ivanka Trump wears are her personal brand’s products, and when she makes news while wearing her company’s shoes or dresses, the assistant to the president increases her own net worth — and the media is complicit.

According to a study by the Wall Street Journal and celebrity-fashion website Star Style, Ivanka Trump wore her brand’s dresses, shoes, or other products in 68% of photos from official appearances posted to her social media accounts from when she became a White House adviser in March until November. Though the First Daughter has surrendered day-to-day control of the company to her brother-in-law Josh Kushner and sister-in-law Nicole Meyer, she still receives a share of its profits. That makes her clothing choices controversial.

The WSJ outlines how, through the use of affiliate marketing links, websites that publish photos of Ivanka are capitalizing on her outfits to make money. First, Ivanka will wear an item in public where she is photographed. Next, certain publications like The Daily Mail will publish the photos, with captions that include copy that directs readers to a link for buying the same clothes. Those links are called affiliate links, an arrangement in which the e-commerce retailer typically sends a percentage of the sale back to the publisher. (Disclosure: Time, Inc., like many other publishers, generates revenue through the use of affiliate links for its product reviews. Here is TIME’s affiliate link policy.)

There is a way around this conflict of interests, say experts. To completely remove the appearance of impropriety, Ivanka could either wear other clothes or sell her business — neither of which seem to be financially sound decisions. Not even a month into her work with the White House, Ivanka’s company began setting records in 2017. She had received at least $12.6 million from her trust between early 2016 and July 2017, $6 million of which came from her fashion line.

我来点评

最新文章:

500强情报中心

财富专栏