Emporio Armani’s sales have increased from £1.16billion in 2006 to £1.26billion in 2007. Because of this, Armani’s profit margins have increased 15%.

Experts are citing David Beckham’s sexy ad campaign as the reason for the increase in sales.

This isn’t the first time that people have cited the Beckham Effect for an increase in revnue. A few months ago, Selridge noted their sales in briefs went up after David’s ad campaign was unveiled.

Selridge, a department store in London, has seen their sales of briefs underwear for men increase by 42% since the launch of the David Beckham for Armani campaign. Additionally, Armani has become their second-best selling brand since the campaign.

Image used with permission from splashnewsonline.com

“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,” their underwear buyer told the Telegraph.

However, their head buyer isn’t completely convinced it’s all David’s doing, but rather a fashion and lifestyle change that David represents.

men are a lot more confident about their underwear because they’re more confident about their bodies,” buyer Adrian Edward said. “More men go to the gym and keep fit, and they’re proud of their bodies. It’s reflected throughout clothing.”

While that may be the case, I bet David’s ad campaign–and girls’ reactions to it around the world–have certainly sped up this change!

David Beckham updated his blog yesterday, writing about the Armani underwear launch in San Francisco and the disappointing game the Galaxy played against the Columbus Crew.

David thought that the Armani launch was very surreal with all the people in attendance and the giant billboard of himself being unveiled! He thought that the Galaxy game was a tough break but that the team can–and should–do better.

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You can read the post for yourself here.

While David Beckham’s Armani underwear ads caused quite the stir last week, I can’t help but appreciate how dapper David looked in his sleek grey suit while signing autographs for fans.

Image details: David Beckham Unveils New Emporio Armani Underwear Advertising Campaign served by picapp.com

More photos after the jump!

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Here is a video of the unveiling of David Beckham’s newest Armani campaign. The campaign was launched at Macy’s in San Francisco on June 18, complete with a fan meet and greet with David.

It would have been so much fun to have been there and see the curtain come down. Thousands of people came out to see the ad, it was unlike anything Macy’s workers had seen before.

“San Francisco hasn’t seen anything like this for years,” a worker at Macy’s told The Sun. “There were thousands of girls there to see David and his new Armani ad. And they were all going crazy. They were screaming and pushing each other to try and get a closer look.”

David was not only overwhelmed by all the attention, he found the Beatlemania-like crowd humorous.

“Seriously, it was like Beatlemania scenes. David thought it was funny,” the worker added.

This video is hilarious–the screaming in it nearly made me deaf!

Here is a fan video of the signing David Beckham did at the Armani launch at Macy’s in San Francisco yesterday. He was great with his fan, patient and kind, and laughing with them. I guess you need to be when fans spend $200 just to see you! (Okay, that wasn’t the nicest–David’s never been nothing but a doll to his fans.)

The launch also included the unveiling of the new Armani campaign starring David. Make sure you see those ads for yourself here.

David Beckham’s latest campaign for Armani was reveal in Union Square at Macy’s in San Francisco yesterday. The billboard was GIANT. The campaign features David working out in his underwear on a deck near the beach. There was also a signing, but you only got to meet David is you spent over $200 in Armani underwear.

Do you think David is worth $200? Take a look at this ad campaign, then decide:

Images used with permission from splashnewsonline.com

I think so.

Here are some HQ photos of the shoot David Beckham did for Armani. I know we’ve all seen these before, but I’m sure no one minds seeing them again!

Click images to enlarge. Images via Celeb-city.

Victoria Beckham is so proud of her husband David and the giant Armani billboard ad of him in Milan! A mini-interview about it is below; Victoria is hilarious!

video via david beckham fans online

Check out this billboard that was put up in Milan–just in time for Fashion Week:

It’s a real traffic-stopper!

Source: David Beckham Fans Online