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欧美二手名牌时装网店走红(中)

来源:可可英语 编辑:shaun   可可英语APP下载 |  可可官方微信:ikekenet

Fashion consumption has changed.

时尚消费观念已经大变样了。

Your mother or grandmother would buy a coat for a lifetime, we buy two or three coats a season.

我们的母亲或祖母那一代人往往会买件外套穿上一辈子,而我们这一代人每个时装季会买上2、3件外套。

People need our service — they need a place to let go and get rid of this excess.

消费者需要我们提供这样的服务——他们需要处理自己多余服装的场所。

Their success comes from their ability to mimic the luxury shopping experience.

这些网店成功的秘诀缘于完全模仿奢侈品购买体验。

We have a deep appreciation of the brands, the products, the quality and the craftsmanship, says Wainwright. Ebay was sad. The romance was broken. It lacked integrity.

我们对各大品牌的内涵、旗下产品、质量以及做工了如指掌。温赖特说,Ebay是个伤心地,破坏了消费者购置奢侈品的浪漫心情。Ebay没有诚信。

So our goal was to maintain the brands’ integrity.

所以我们当初设立的目标就是维系各大时尚品牌的诚信。

Moizant agrees: Before us, there was a second-hand market but it lacked this — we brought in two big pillars. The first was trust, which eBay lacked. The second was curation — the internet is so vast, so we do the job of selecting the best pieces.

莫藏对此也深有同感:在我们网店成立之前,曾有个二手奢侈品交易市场,但它缺少两样东西,而这两样东西后来成为我们的立身之本,其一是诚信(Ebay缺乏),第二是产品管理——因特网功能强大,所以我们挑选最好的产品。

We have a team of stylists, who each day go through about 4,000 pieces and vet them digitally and pick the best.

我们有专门的设计师团队,他们每天在网上浏览4000件时装,并做出甄别,择优选择。

We also authenticate with a whole other team of experts.

我们还聘请另一专家团队对其进行鉴定。

Often this involves working with brands and anti-counterfeit organisations.

通常这意味着与品牌公司以及其它防伪机构进行通力合作。

Neither platform sees itself as a vintage site.

无论是The RealReal还是Vestiaire Collective,都没把自己视作旧货交易场所。

We want people to feel like the pieces are in stores now, or could be — that it’s modern, says Wainwright, explaining that most products are two to three years old (though some handbags or watches go back 10 to 20 years).

我们希望消费者感觉它们就是(或者说尽可能是)门店销售的产品,让消费者感受到那种时尚快感。温赖特说,并解释为何所售商品多数为两三年前的东西(有些手袋与手表是10-20年前的东西)。

The platforms offer the same service as luxury retailers — slick delivery, broad choice, informed advice, a social shopping experience, as exemplified by Vestiaire’s user profiles.

两大在线销售平台提供的是与奢侈品零售商同样水准的服务——送货灵活、选择多样、咨询全面以及颇具亲和力的购物体验,Vestiaire的客户资料就是个明证。

We go beyond e-commerce into being a social network for fashion.

我们突破了纯电商领域,变成了时尚社交网站。

It’s so rare to find that in a second-hand website — and that’s what women and girls love; sharing their love of fashion with other fashionistas.

这在二手奢侈品网店显得凤毛麟角)这正是女性朋友喜欢我们网店的原因所在:与其他时尚达人(fashionistas)分享时尚的爱好。

It’s all about celebrating the joy of shopping.

最重要的就是大家同庆购物之快乐。

Our average customer shops six times a year, so every other month — they browse, says Wainwright.

客户每年在我们网店平均购物6次,也就是说每二个月就会光顾一次我们网店。温赖特说。

Moizant’s Vestiaire shoppers spend on average Euro400 each time.

光顾莫藏Vestiaire网店的购物者每次平均花费400欧元。

She’s identified two main behaviours: One is looking for a piece you missed — sold out, or something you regretted not buying.

她认定有两大原因:其一是淘自己错过的东西——销售一空或是自己遗憾当初没买的东西;

The second is price-driven — you want a Chanel bag but can’t afford full price.

第二是价格原因——自己想要个香奈儿包,但掏不起全价。

On both sites, the selling experience is just as slick — aside from photographing garments and deciding what to sell, there is little to worry about.

两大网店的销售经验都非常老练——除了给上架服装拍摄照片以及决定销售内容之外,其它一切无需担心。

We make it really easy — we pick up the pieces, we get rid of any inconvenience or friction.

我们确保销售顺畅——挑选好产品后,消除任何不便或是争执。

Most of our consignors work a lot — they don’t want to run around chasing their previously owned goods, says Wainwright.

我们多数委托人的工作都很辛苦——他们不希望整天紧盯自己委托卖出的二手货。

We pay and communicate regularly — it becomes an easy source of income.

温赖特说,我们给对方付费并与其定期沟通——这是份轻松稳妥的收入。

The majority of our consignors are not whales — they’re making $8,000-$10,000 a year, though others have made enough to remodel their homes.

多数委托人并非名人,他们每年在卖二手时装上能挣8000-10000美元,尽管有些人从中挣的钱足够装修房子了。

Vestiaire offer a concierge service for the top 10 per cent of clients — they will photograph, sell and store items on their behalf.

Vestiaire为前10%的客户提供贵宾服务——代表对方为其二手货拍照、销售以及存储。

For those doing it themselves, there are simple instructions detailing how to shoot your stock in the best way.

对于那些喜欢亲力亲为的客户,网店会简单指导对方如何给自己的二手货拍出最佳效果来。

重点单词   查看全部解释    
friction ['frikʃən]

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n. 摩擦,摩擦力,分歧

联想记忆
collective [kə'lektiv]

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adj. 集体的,共同的
n. 集体

联想记忆
stock [stɔk]

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n. 存货,储备; 树干; 血统; 股份; 家畜

 
integrity [in'tegriti]

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n. 诚实,正直,完整,完善

 
social ['səuʃəl]

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adj. 社会的,社交的
n. 社交聚会

 
majority [mə'dʒɔriti]

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n. 多数,大多数,多数党,多数派
n.

 
informed [in'fɔ:md]

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adj. 见多识广的 v. 通告,告发 vbl. 通告,

 
identified

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adj. 被识别的;经鉴定的;被认同者 v. 鉴定(id

 
appreciation [ə.pri:ʃi'eiʃən]

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n. 欣赏,感激,鉴识,评价,增值

 
source [sɔ:s]

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n. 发源地,来源,原始资料

 

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