Name: 芭黎絲·希爾頓的品牌帝國：如何打造出 40 億美元的銷售傳奇！ (The Paris Hilton Brand: How a Persona Generated $4B in Retail Sales)
Uploaded: 2026-03-15T17:39:02.000Z
Duration: 14 min 57 s

程度副詞

I was just very good at pretending to be one.

我只是很擅長假裝是個笨金髮女郎。

This is Paris Hilton, the pop culture icon, recording artist, DJ and businesswoman often described as the original influencer.

這就是 pop culture icon、recording artist、DJ 和 businesswoman，常被形容為 original influencer 的 Paris Hilton。

Here in New York, at a hotel steeped in Hilton family history, we discuss creating the character that made her a household name.

在紐約這間充滿希爾頓家族歷史的飯店裡，我們聊聊如何創造出讓她成為 household name 的角色。

I realized at a very young age the power of a personal brand owning.

我從小就意識到 personal brand 的力量。

It's just incredible to be able to take my brand and my business to the next level and proving the critics wrong.

能夠將我的品牌和事業推向新境界，並證明批評者是錯的，這真的太不可思議了。

I didn't want to be known as the Hilton hotel granddaughter.

我不想被稱為希爾頓飯店的孫女。

I'm Tonya Breyer, and I've traveled to New York to meet Paris Hilton.

我是 Tonya Breyer，我來到紐約採訪 Paris Hilton。

I was born here, so I always feel like I'm coming home.

我在這裡出生，所以每次來都覺得像回家一樣。

Paris grew up between here and Los Angeles, where she lives today.

Paris 在這裡和她現在住的洛杉磯之間長大。

But it was her time here in New York as a teenager that marked the start of her public profile.

但正是她在青少年時期在紐約的這段時間，開啟了她的公眾形象。

I was living here at the Waldorf Astoria, and

my sister and I just started getting invited to every single event and fashion show.

我和我妹妹開始受邀參加每一個活動和時裝秀。

And it's just like this whole new world opened up to me.

感覺就像一個全新的世界向我敞開。

And then all of a sudden, I was on page six every day.

然後突然間，我每天都登上 page six 的版面。

All the different fashion magazines, tabloids, and everything.

所有各式各樣的時尚雜誌、小報等等。

And then just kind of creating this character almost, and

then getting the simple life, and then that's how the world got to know me.

然後過著簡單的生活，這就是大家認識我的方式。

What do you think was the biggest misconception about you at that time?

你覺得那時候大家對你最大的誤解是什麼？

People assume just because of my last name that, you know, she must be spoiled.

人們會覺得，因為我的姓氏，你知道的，她一定是被寵壞的。

Since I was a teenager, I've been working very hard to build this brand and all the product lines and everything I have, none of this was handed to me.

從我還是個青少年開始，我就非常努力地建立這個 personal brand，還有所有的 product lines，我擁有的這一切都不是別人給我的。

This is something that I worked very hard to do all myself.

But of course, I will always acknowledge that I'm very lucky and privileged to come from my background and to be able to be exposed to meeting all these different types of people in this world.

但當然，我一直都很感謝我能有這樣的家庭背景，並且有機會接觸到這個世界各式各樣的人。

I also know a lot of people who come from these type of families, and

我也認識很多來自這種家庭的人，

a lot of them, you know, they don't do anything with their lives, and

很多人，你知道的，他們什麼事都不做，

And that's something I always saw where I was like, I don't want to be like one of those people.

這是我一直看在眼裡的，我當時想，我絕對不要變成那樣的人。

And I really always also saw success as freedom.

我一直以來也都把成功視為自由。

Today, Paris reaches well over 65 million followers across her social channels.

今天，Paris 在她的社群平臺上擁有超過 6500 萬的追蹤者。

Yet the OG influencer built her brand before social media even existed.

然而這位 OG influencer 在社群媒體出現之前就已經建立起她的品牌了。

For so long, I always looked up to my grandfather Barron and we were extremely close and he was my business mentor and I was always fascinated about what he built with Hilton Hotels.

很久以來，我一直很尊敬我的爺爺 Barron，我們非常親近，他是我事業上的導師，我一直對他創立希爾頓酒店的事業著迷不已。

And I also didn't want to be known as the Hilton hotel granddaughter.

我也不想被稱為希爾頓酒店的孫女。

Moving here opened up my eyes to this whole new world.

搬來這裡讓我開拓了眼界，看到了全新世界。

And then I noticed just all these different brands and companies were reaching out to me to offer to pay me to wear their products or kind of like what people do now today with influencing.

然後我發現，好多不同的品牌和公司都來找我，願意付錢給我穿他們的產品，這跟現在大家說的 influencer 差不多。

Back then, there wasn't really a word for it.

那時候，其實還沒有一個詞來形容這件事。

So yeah, I realized at a very young age the power of a personal brand.

所以，我很早就意識到 personal branding 的力量。

In 2023, Goldman Sachs estimated the creator economy's value at $250 billion and projected it could reach 480 billion by 2027, almost doubling in size.

2023 年，高盛估計創作者經濟的價值為 2500 億美元，並預測到 2027 年可能達到 4800 億美元，規模幾乎翻倍。

Do you take credit, Paris, for the success and scale of the creator economy?

Paris，你認為創作者經濟的成功和規模，有你的功勞嗎？

Now I feel really proud that I was always very ahead of my time and it wasn't like I ever just planned like, oh, I want to be, you know, the original influencer.

現在我感到很驕傲，因為我一直走在時代前面，我從來沒有計畫說，喔，我想要成為，你知道的，最初的 influencer。

It happened very authentically where I was just living my life and the tabloids and media loved following it and there was no one really doing what I was doing.

這件事很自然地發生，我只是過著自己的生活，小報和媒體很愛跟拍，而且當時沒有人做我正在做的事。

And now is like a multi billion dollar industry.

現在這已經是一個數十億美元的產業了。

So I feel really proud to have helped pioneer that and create the blueprint.

所以我真的為能開創這一切並制定藍圖感到很自豪。

I think it's incredible how people can really turn their personal brand into their own empire.

我覺得人們能將自己的 personal brand 變成自己的帝國，這真的很不可思議。

And I love that I can inspire others to follow their dreams and do that and create something that is theirs.

我很高興我能啟發其他人追逐夢想，並創造屬於他們自己的東西。

In 2006, Paris raised eyebrows when she launched a music career.

2006 年，Paris 推出音樂事業時，讓大家跌破眼鏡。

I was singing and playing the piano and the violin since I was a little girl.

我從小女孩的時候就開始唱歌、彈鋼琴和拉小提琴。

成為 pop culture icon 一直是我的夢想。

So doing my first album was so exciting and was just amazing and just another way to help build my brand.

所以，製作我的第一張專輯非常令人興奮，也令人驚嘆，這也是建立我 personal brand 的另一種方式。

Her first single, Stars Are Blind, surprised critics with its reggae inspired sound.

她的第一首單曲 Stars Are Blind，以其雷鬼風格的音樂讓評論家們感到驚喜。

Even though the guys are crazy Even though the stars are blind it was certified gold by the Recording Industry association of America for achieving half a million sales and downloads.

即使男人們瘋狂 即使星星都盲了，它也因達到五十萬張銷售和下載量，獲得美國唱片協會的金唱片認證。

I'm really just so proud of that first album, especially Stars Are Blind.

我對我的第一張專輯，尤其是 Stars Are Blind，感到非常驕傲。

It's just such a timeless and iconic pop song and I love that people still just love and enjoy it today.

這是一首經典又具代表性的 pop song，我很開心大家到現在還這麼喜歡它。

In the 2010s, Paris pivoted away from pop and became a regular on the EDM scene.

在 2010 年代，Paris 轉向了 EDM 界，不再是 pop 歌手。

Reports at the time said she could command up to a million dollars for a DJ set and several Outlets called her the highest paid female DJ in the world.

當時的報導指出，她一場 DJ Set 的酬勞可高達一百萬美元，也有不少媒體稱她為「全球收入最高的女 DJ」。

Paris Hilton Co founded 1111 Media alongside industry veteran Bruce Gersh, bringing together all her creative and commercial endeavors.

Paris Hilton 與業界資深人士 Bruce Gersh 共同創立了 1111 Media，整合了她所有的創意和商業事業。

I've been in this industry for so long and I'm involved in so many different business verticals and I have so many different product lines.

我進入這個產業很久了，涉足許多不同的商業領域，也有很多不同的產品線。

So I really wanted to take all of my businesses and put it under one umbrella.

所以，我真的很想把我的所有事業整合到一個品牌之下。

Plus I've been such a multi hyphenate for so long and a lot of these agencies weren't equipped for someone like me.

而且我長期以來就是個多才多藝的人，很多經紀公司都無法應付像我這樣的人。

So I really just wanted to build a team that had the most brilliant people for every different vertical of my business.

所以我真的只想建立一個團隊，網羅我事業中各個不同領域最優秀的人才。

So it's just incredible just to be able to take my brand and my business to the next level.

所以，能夠將我的品牌和事業提升到下一個層次，真的太不可思議了。

It's like almost 30 people on the team now and we do everything from producing television shows, podcasts, films, building IP and product lines and music, the metaverse, real estate, and

現在團隊大概有快30個人，我們什麼都做，從製作電視節目、Podcast、電影、建立IP和產品線、音樂、元宇宙、房地產，

then also getting to partner with different brands and bring them into pop culture.

然後也跟不同的品牌合作，並將它們帶入流行文化。

The possibilities are endless and every day there's something new and exciting happening.

可能性是無限的，每天都有新鮮又令人興奮的事情發生。

Inspired by Disney, 1111 Media is built on a flywheel model comprising three segments.

受到迪士尼的啟發，1111 Media 建立在一個由三個部分組成的飛輪模式上。

Content such as Netflix series, cooking with Paris, community or fan engagement and commerce, meaning product lines like this cookware range.

內容像是 Netflix 影集、Paris 的烹飪節目、社群或粉絲互動，以及商業，也就是像這個鍋具系列的產品線。

With today's age especially, you need all of those for a company having the content, the community with it as well, and

尤其是在現今這個時代，公司需要所有這些元素，內容、社群，

So it's just our business model for the media company.

這就是我們媒體公司的商業模式。

It's amazing that we're able to do those on such a large scale.

能夠做到這麼大規模，真的很令人驚豔。

Globally, Paris licensed consumer products have generated $4 billion in retail sales.

巴黎授權的消費性產品在全球創造了 40 億美元的零售額。

More than half of that figure has come from her perfume business alone.

其中超過一半的金額僅來自她的香水事業。

Since 2004, she's released more more than 30 fragrances.

自 2004 年以來，她已經推出了超過 30 款香水。

I've seen so many others try and maybe they have one or two and then it just doesn't happen anymore.

我看過很多人嘗試，也許他們推出一兩款，然後就沒下文了。

But I think with me, everything is created by me.

但我認為對我來說，一切都是我親手創造的。

This is products that I actually love and I want to wear.

這些是我真心喜愛並想使用的產品。

I see some other people where they don't even wear their real products.

我看到有些人甚至不使用他們自己推出的產品。

The consumer knows when it's not really authentic and it's not you.

消費者知道什麼不是真的，什麼不是你。

Paris is a fourth generation member of one of the world's best known business dynasties.

巴黎是全球最知名的商業家族之一的第四代成員。

Hilton founded Hilton Hotels and her grandfather Baron Hilton led the expanded corporation for decades.

Hilton 創立了希爾頓飯店，而她的祖父 Baron Hilton 領導了擴張的公司數十年。

As Paris was growing up, in 1949, Conrad took over management of this hotel, the Waldorf Astoria, New York.

巴黎成長的過程中，1949 年，Conrad 接管了紐約 Waldorf Astoria 這家飯店的管理。

He famously described it as the greatest of them all.

他曾這麼形容，這是所有飯店中最偉大的。

The Hilton family hasn't owned a stake in the hotel chain since 2007.

自 2007 年起，希爾頓家族就不再持有這家連鎖飯店的股份了。

But the Waldorf Astoria still holds a place in Paris's heart.

但 Waldorf Astoria 在巴黎心中仍佔有一席之地。

And this portrait of Conrad is displayed at the hotel's Lexington Avenue entrance.

而這幅 Conrad 的肖像就掛在飯店 Lexington Avenue 的入口處。

When you see the photograph of your great grandfather Conrad, why do you think he loved the hotel so much?

當妳看到妳曾祖父 Conrad 的照片時，妳覺得他為什麼這麼熱愛這家飯店呢？

This was something that was a dream of his to acquire this hotel one day.

這是他有一天能擁有這家飯店的夢想。