Cover Actor Tom Cruise holds the Olympic flag during the Closing Ceremony of the Olympic Games Paris 2024 at Stade de France on August 11, 2024 in Paris, France. (Photo by Fabrizio Bensch- Pool/Getty Images)
Actor Tom Cruise holds the Olympic flag during the Closing Ceremony of the Olympic Games Paris 2024 at Stade de France on August 11, 2024 in Paris, France. (Photo by Fabrizio Bensch- Pool/Getty Images)
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根據報告研究，在奧運期間消費者對於購買由代表國家的頂級運動員代言的產品興趣增加，我們也不禁好奇，這四年一次的體育盛事對購物行為究竟有多大影響力呢？
自今年年初以來，巴黎奧運一直是大家關注的焦點！無論是名人助陣、時尚品牌贊助，還是與以往不同的開幕式設計，都讓今年的巴黎奧運成為有史以來最盛大的一屆。我們也不禁好奇，這四年一次的體育盛事對購物行為究竟有多大影響力呢？根據外媒表示，參考人工智慧搜尋平台 Algolia 對1,000名美國消費者進行調查，許多人購運動相關服裝是為了支持自己國家、支持國家運動員和球隊。不僅如此，品牌也藉由奧運與國家榮譽緊密相連，例如Ralph Lauren 第九度為奧林匹克美國隊設計官方服飾，閉幕式上除了美國代表隊穿上Ralph Lauren隊服，亦有多位名人穿著Ralph Lauren品牌服飾，包括美國藍調歌手H.E.R.穿著Ralph Lauren 訂製禮服獻唱美國國歌；知名歌手怪奇比莉（Billie Eilish）攜手哥哥Finneas一同穿著Polo Ralph Lauren 服飾於閉幕式登台表演；好萊塢巨星湯姆克魯斯(Tom Cruise) 穿著RRL接下奧運會旗，交棒2028洛杉磯奧運會，Ralph Lauren 強化了其作為美國文化和國家象徵的地位。這種與國家榮譽緊密相連的品牌形象，不僅增強了愛國消費者對品牌的認同感，也鞏固了品牌在國內外市場的領先地位。
延伸閱讀：【2024巴黎奧運】義大利197公分泳將奪金「人魚線」大爆紅！喜愛睡公園勝過選手村紙床、偶像是「飛魚」、奪牌夢想始終如一
Above Simone Biles of Team United States competes during the Artistic Gymnastics Women's Balance Beam Final on day ten of the Olympic Games Paris 2024 at Bercy Arena on August 05, 2024 in Paris, France. (Photo by Jean Catuffe/Getty Images)
Simone Biles of Team United States competes during the Artistic Gymnastics Women's Balance Beam Final on day ten of the Olympic Games Paris 2024 at Bercy Arena on August 05, 2024 in Paris, France. (Photo by Jean Catuffe/Getty Images)
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其中，在奧運期間最有影響力的參賽運動員為美國知名體操運動員西蒙·拜爾斯（Simone Biles），她在奧運比賽時就穿上鑲著數千顆施華洛世奇水鑽緊身衣上場，在賽後更是戴上充滿象徵意義的「山羊項鍊」。不僅如此，包含了她銳利的貓眼，以及她補妝擦唇膏的照片都迅速走紅，證明了她的無限影響力。
Above U.S. Olympian Simone Biles poses for a photo at the USA House at Paris 2024 on August 06, 2024 in Paris, France. (Photo by Joe Scarnici/Getty Images for USOPC)
Above Simone Biles of Team United States applies makeup before competing in the floor exercise during the Artistic Gymnastics Women's Team Final on day four of the Olympic Games Paris 2024 at Bercy Arena on July 30, 2024 in Paris, France. (Photo by Naomi Baker/Getty Images)
U.S. Olympian Simone Biles poses for a photo at the USA House at Paris 2024 on August 06, 2024 in Paris, France. (Photo by Joe Scarnici/Getty Images for USOPC)
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烏克蘭跳高女神Yaroslava Mahuchikh、百米女飛人 Sha'carri Richardson、美國代表隊的Jordan Chiles、到瑞士女子沙灘排球選手Zoé Vergé-Dépré 等運動員，在奧運期間的的裝扮以及「美甲」都成為了熱門的時尚指標。 男子 100 公尺短跑冠軍Noah Lyles，他也是20年來第一位在奧運上贏得該項目冠軍的美國人，相信不久就會有運動品牌找他洽談跑鞋的合作了。
Above Gold medalist Yaroslava Mahuchikh of Team Ukraine celebrates during the Women's High Jump Final on day nine of the Olympic Games Paris 2024 at Stade de France on August 04, 2024 in Paris, France. (Photo by Mehmet Murat Onel/Anadolu via Getty Images)
Above Sha'Carri Richardson shows off her nails during the Men's Gold Medal Game on day fifteen of the Olympic Games Paris 2024 at Bercy Arena on August 10, 2024 in Paris, France. (Photo by Amin Mohammad Jamali/Getty Images)
Gold medalist Yaroslava Mahuchikh of Team Ukraine celebrates during the Women's High Jump Final on day nine of the Olympic Games Paris 2024 at Stade de France on August 04, 2024 in Paris, France. (Photo by Mehmet Murat Onel/Anadolu via Getty Images)
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Above Noah Lyles of Team USA competes in the men's 200m semi-finals at the Stade de France during the 2024 Paris Summer Olympic Games in Paris.(Photo:Getty Images)
Above Noah Lyles of Team USA competes in the men's 200m semi-finals at the Stade de France during the 2024 Paris Summer Olympic Games in Paris.(Photo:Getty Images)
Noah Lyles of Team USA competes in the men's 200m semi-finals at the Stade de France during the 2024 Paris Summer Olympic Games in Paris.(Photo:Getty Images)
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除此之外，Ralph Lauren 第九度為奧林匹克美國隊設計官方服飾，閉幕式上除了美國代表隊穿上Ralph Lauren隊服，多位名人也穿著Ralph Lauren品牌服飾，包括美國藍調歌手H.E.R. 身穿Ralph Lauren 訂製禮服獻唱美國國歌，知名歌手怪奇比莉（Billie Eilish）攜手哥哥FINNEAS一同穿著Polo Ralph Lauren 服飾於閉幕式登台表演；好萊塢巨星湯姆克魯斯 (Tom Cruise) 穿著RRL接下奧運會旗，交棒2028洛杉磯奧運會等。都證明了奧運會不僅僅是一場體育賽事，更是一個全球文化交流的平台，影響著各國人民的消費習慣和時尚選擇。
Above Actor Tom Cruise holds the Olympic flag during the Closing Ceremony of the Olympic Games Paris 2024 at Stade de France on August 11, 2024 in Paris, France. (Photo by Fabrizio Bensch- Pool/Getty Images)
Actor Tom Cruise holds the Olympic flag during the Closing Ceremony of the Olympic Games Paris 2024 at Stade de France on August 11, 2024 in Paris, France. (Photo by Fabrizio Bensch- Pool/Getty Images)
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Above Billie Eilish performs at the LA28 Olympic Games Handover Celebration. (Photo by Emma McIntyre/Getty Images for LA28)
Above US singer H.E.R performs during the closing ceremony of the Paris 2024 Olympic Games at the Stade de France, in Saint-Denis, in the outskirts of Paris, on August 11, 2024. (Photo by Franck FIFE / AFP) (Photo by FRANCK FIFE/AFP via Getty Images)
Billie Eilish performs at the LA28 Olympic Games Handover Celebration. (Photo by Emma McIntyre/Getty Images for LA28)
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Above Athletes of Team United States arrive inside the stadium during the Closing Ceremony of the Olympic Games Paris 2024 at Stade de France on August 11, 2024 in Paris, France. (Photo by Lintao Zhang/Getty Images)
Above Athletes of Team United States participate in the parade during the Closing Ceremony of the Olympic Games Paris 2024 at Stade de France on August 11, 2024 in Paris, France. (Photo by Michael Reaves/Getty Images)
Athletes of Team United States arrive inside the stadium during the Closing Ceremony of the Olympic Games Paris 2024 at Stade de France on August 11, 2024 in Paris, France. (Photo by Lintao Zhang/Getty Images)
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StockX 的行銷總監 Rachel Makar 表示：「 自 6 月以來，奧運的搜尋量增長了 239%，奧運相關產品販售連續三個月增長，環比增長超過 1,000%，且沒有放緩的跡象。」對品牌來說，這是一個千載難逢的機會，可以透過運動賽事與消費者建立情感聯繫，進而提升品牌認知度與忠誠度。然而，如何將體育精神與時尚創意完美結合，仍是一個值得深思的課題。品牌若能更精準地抓住這一趨勢，並設計出具有獨特文化意涵的商品，將有望在全球市場上取得更大的成功。
