歐美二手名牌時裝網(wǎng)店走紅

Second-hand used to be a taboo. No self-respecting fashion fan would admit to buying someone’s cast-offs, especially just a few seasons old. Fashion was all about new, new, new. Times have changed. Now it’s about the nearly new; pre-owned pieces bought for a thrifty price, just a few seasons after their catwalk debut.

買舊衣服穿，在過去是大忌。有自尊心的時尚擁躉都不會坦承自己買過別人穿過的二手衣服(尤其是只過了幾個時尚季的裝束)。時尚過去總是“以新為上”。但如今早已今非昔比，現(xiàn)今追求的是八成新，只過了幾個時裝季的二手裝往往以很優(yōu)惠的價格就能淘到手。

At the same time, avid shoppers have become shrewd sellers, turning to booming consignment websites to shift unwanted goods quickly and conveniently. Previously, their options were donating or going through the inconvenient, time-consuming process of selling-on through bricks and mortar stores. Online, the vast eBay marketplace was their only obvious option.

與此同時，狂熱的買家如今搖身一變成了精明的賣家，他們借助快速發(fā)展的代銷網(wǎng)站便捷處理自己的累贅東西。在過去，他們的處理辦法不是捐贈就是通過實體店轉賣，既麻煩又費時。而規(guī)模空前的eBay在線拍賣市場曾是其唯一選擇。

Julie Wainwright, chief executive and founder of The RealReal, noticed a gap in the market. “As a shopper, you run out of space in your closet. After a while it just piles up. Before us your options for reselling were limited and clunky,” she explains. In five years of business (predominantly in the US), The RealReal has sold on 2.5m items. Chanel, Hermès, Prada, Rolex and Louis Vuitton are some of the biggest sellers. Consignors earn 60 to 70 per cent of the sale.

The RealReal創(chuàng)始人兼CEO朱麗•溫賴特(Julie Wainwright)注意到了市場存在的巨大缺口。“對買家來說，家里的儲衣柜已無多余存儲空間。過不了多久，就會衣滿為患。大家把它們再轉賣的選擇余地既小又別扭。”她解釋道。運營五年來(主戰(zhàn)場在美國市場)，The RealReal已成功售出250萬件物件。香奈兒(Chanel)、愛馬仕(Hermès)、普拉達(Prada)、勞力士(Rolex)以及路易威登(Louis Vuitton)是最受歡迎的品牌。零售價的60-70%歸委托人所有。

“Second-hand used to have a stigma. Today it has none: worldwide last year $200bn dollars of personal luxury products went into the market, in the US $60bn were sold,” says Wainwright. “There are multiple reasons — one is a generational shift, one is a green thing — when you buy something previously owned, you’re recycling, it’s a circular economy — the other is the internet and access to information.” To her, the biggest shift that laid the foundations of the consignment boom occurred in 2008. “It was such a devastating time for almost everyone and the financial crisis brought a sense of guilt to shopping. That said, no one is going to stop buying luxury but post-2008 the idea of buying luxury on value became important.”

“買二手時裝在過去是件丟臉的事，如今則大不一樣了：去年全球個人奢侈品的銷售額高達2000億美元，光美國就達600億美元。”溫賴特說，“買賣二手貨原因多種多樣——其中之一是出于更新?lián)Q代，第二個原因是為了環(huán)保：購買二手貨屬于回收利用，是循環(huán)經(jīng)濟;另一大原因是因特網(wǎng)的廣泛應用以及獲取信息的渠道異常便捷。”在她看來，奠定網(wǎng)絡代銷蓬勃發(fā)展基礎的最大轉變始于2008年。“金融危機對幾乎所有人造成了毀滅性打擊，當時花錢購物有某種負罪感。即便如此，消費者仍然大肆購買奢侈品，但2008年金融危機后，高性價比地購買奢侈品變得越來越盛行。”

While the US market is dominated by The RealReal, France’s Vestiaire Collective has monopolised the European market. It started in 2009 with just 3,000 items from friends and networks, discloses Fanny Moizant, one of the site’s original six. Now, they have more than 400,000 items online and took €78m in 2015. Its bestsellers are Louis Vuitton, Chanel and Louboutin, though mid-priced labels such as Isabel Marant and Maje also do well. Moizant also cites the financial crisis as a catalyst. “I saw the marketing phenomenon that was the fashion bloggers. In France they were called the Recessionistas, because they appeared at the height of the crisis and were finding a smart way of reselling their own pieces on blogs and making money, even though there was no real system.” She agrees that the taboo around “second-hand” has disappeared.

美國市場由The RealReal主宰，而歐洲市場的主導者是法國電商Vestiaire Collective。據(jù)該電商最初6位創(chuàng)始人之一的范妮•莫藏(Fanny Moizant)透露：網(wǎng)店創(chuàng)建于2009年，起初只有朋友與其它網(wǎng)站提供的3000件二手奢侈品。如今，網(wǎng)站銷售的二手奢侈品超過了40萬件，2015年的利潤高達7800萬歐元。網(wǎng)站最暢銷的品牌是路易威登、香奈兒以及婁伯丁(Louboutin)，盡管伊莎貝爾•瑪蘭(Isabel Marant)與Maje等中等價位品牌也異常搶手?，斕m也認為2008年金融危機是二手奢侈品網(wǎng)店井噴式發(fā)展的“催化劑”。“我當初看到各大時尚博主這類營銷現(xiàn)象。在法國，這些人被稱為‘不景氣時尚達人’(Recessionistas)，因為他們出現(xiàn)在金融危機最嚴重的時候，找到了一種在博客兜售自己用過的奢侈品并且賺錢的妙招，盡管當時并沒有實際銷售平臺。”她也認同社會上“二手奢侈品”犯忌之說已煙消云散的看法。

“Fashion consumption has changed. Your mother or grandmother would buy a coat for a lifetime, we buy two or three coats a season. People need our service — they need a place to let go and get rid of this excess.”

“時尚消費觀念已經(jīng)大變樣了。我們的母親或祖母那一代人往往會買件外套穿上一輩子，而我們這一代人每個時裝季會買上2、3件外套。消費者需要我們提供這樣的服務——他們需要處理自己多余服裝的場所。”

Their success comes from their ability to mimic the luxury shopping experience. “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. So our goal was to maintain the brands’ integrity.” 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. We have a team of stylists, who each day go through about 4,000 pieces and vet them digitally and pick the best. We also authenticate with a whole other team of experts.” Often this involves working with brands and anti-counterfeit organisations.

這些網(wǎng)店成功的秘訣緣于完全模仿奢侈品購買體驗。“我們對各大品牌的內涵、旗下產(chǎn)品、質量以及做工了如指掌。”溫賴特說，“Ebay是個傷心地，破壞了消費者購置奢侈品的浪漫心情。Ebay沒有誠信。所以我們當初設立的目標就是維系各大時尚品牌的誠信。”莫藏對此也深有同感：“在我們網(wǎng)店成立之前，曾有個二手奢侈品交易市場，但它缺少兩樣東西，而這兩樣東西后來成為我們的立身之本，其一是誠信(Ebay缺乏)，第二是產(chǎn)品管理——因特網(wǎng)功能強大，所以我們挑選最好的產(chǎn)品。我們有專門的設計師團隊，他們每天在網(wǎng)上瀏覽4000件時裝，并做出甄別，擇優(yōu)選擇。我們還聘請另一專家團隊對其進行鑒定。”通常這意味著與品牌公司以及其它防偽機構進行通力合作。

Neither platform sees itself as a vintage site. “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). 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. “We go beyond e-commerce into being a social network for fashion. 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.”

無論是The RealReal還是Vestiaire Collective，都沒把自己視作舊貨交易場所。“我們希望消費者感覺它們就是(或者說盡可能是)門店銷售的產(chǎn)品，讓消費者感受到那種時尚快感。”溫賴特說，并解釋為何所售商品多數(shù)為兩三年前的東西(有些手袋與手表是10-20年前的東西)。兩大在線銷售平臺提供的是與奢侈品零售商同樣水準的服務——送貨靈活、選擇多樣、咨詢全面以及頗具親和力的購物體驗，Vestiaire的客戶資料就是個明證。“我們突破了純電商領域，變成了時尚社交網(wǎng)站。這在二手奢侈品網(wǎng)店顯得鳳毛麟角)這正是女性朋友喜歡我們網(wǎng)店的原因所在：與其他時尚達人(fashionistas)分享時尚的愛好。”

It’s all about celebrating the joy of shopping. “Our average customer shops six times a year, so every other month — they browse,” says Wainwright.

最重要的就是大家同慶購物之快樂。“客戶每年在我們網(wǎng)店平均購物6次，也就是說每二個月就會光顧一次我們網(wǎng)店。”溫賴特說。

Moizant’s Vestiaire shoppers spend on average €400 each time. She’s identified two main behaviours: “One is looking for a piece you missed — sold out, or something you regretted not buying. The second is price-driven — you want a Chanel bag but can’t afford full price.

光顧莫藏Vestiaire網(wǎng)店的購物者每次平均花費400歐元。她認定有兩大原因：“其一是淘自己錯過的東西——銷售一空或是自己遺憾當初沒買的東西;第二是價格原因——自己想要個香奈兒包，但掏不起全價。”

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. “We make it really easy — we pick up the pieces, we get rid of any inconvenience or friction. Most of our consignors work a lot — they don’t want to run around chasing their previously owned goods,” says Wainwright. “We pay and communicate regularly — it becomes an easy source of income.” 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.”

兩大網(wǎng)店的銷售經(jīng)驗都非常老練——除了給上架服裝拍攝照片以及決定銷售內容之外，其它一切無需擔心。“我們確保銷售順暢——挑選好產(chǎn)品后，消除任何不便或是爭執(zhí)。我們多數(shù)委托人的工作都很辛苦——他們不希望整天緊盯自己委托賣出的二手貨。”溫賴特說，“我們給對方付費并與其定期溝通——這是份輕松穩(wěn)妥的收入。多數(shù)委托人并非名人，他們每年在賣二手時裝上能掙8000-10000美元，盡管有些人從中掙的錢足夠裝修房子了。”

Vestiaire offer a concierge service for the top 10 per cent of clients — they will photograph, sell and store items on their behalf. For those doing it themselves, there are simple instructions detailing how to shoot your stock in the best way.

Vestiaire為前10%的客戶提供貴賓服務——代表對方為其二手貨拍照、銷售以及存儲。對于那些喜歡親力親為的客戶，網(wǎng)店會簡單指導對方如何給自己的二手貨拍出最佳效果來。

Wainwright can see the potential for attracting those who shop at the highest end. “A key growth area of The RealReal is jewellery. We’ve set up valuation offices for fine jewels and watches in New York, Chicago, San Francisco and Los Angeles where you can meet with a gemologist and get a report about what they would sell for. It’s totally different to the pawnshop experience.” Onsite you’ll find special edition Rolexes selling for more than $40,000 and Cartier bracelets for more than $10,000.

溫賴特十分清楚能夠吸引那些高端購物者的巨大商機。“The RealReal增長最快的領域是首飾。我們在紐約、芝加哥、舊金山以及洛杉磯等地建立了高檔首飾與腕表的估價辦公室，委托人可與寶石專家見面，獲得自己二手奢侈品的評估報告。這與典當行截然不同。”消費者能在網(wǎng)店上淘到售價4萬多美元的限量版勞力士腕表與售價1萬多美元的卡地亞(Cartier)手鐲。

Noting the success of these womenswear platforms, in 2014 Arun Gupta started menswear market place Grailed — a reference to “that specific piece you obsess over owning, but can’t ever find or afford”. The site began in his bedroom after he trained himself to code. In the week we speak, 50,000 items were on the site. The team has also just launched a content platform, Dry Clean Only, to profile and discuss the items on Grailed. “When we started out there were five to 10 women’s marketplaces, already fairly popular,” he explains.

看到二手女裝在線銷售平臺的成功后，2014年，古普塔(Arun Gupta)創(chuàng)建了Grailed男裝網(wǎng)店——特指“個人覬覦已久、但苦尋無蹤或是超出自己財力之物”。古普塔自從學會編碼方法后，就在自己臥室創(chuàng)建了Grailed網(wǎng)店。就在接受我采訪的那一周里，Grailed網(wǎng)店上架了5萬件男裝。此外它最近還成立了內容平臺Dry Clean Only，對Grailed網(wǎng)店銷售的男裝進行簡介與評價。“我們成立伊始，已有5-10家知名度很高的二手奢侈女裝網(wǎng)店在運營，他解釋道。

A fashion obsessive, like Wainwright and Moizant he noticed that the second-hand gems came from personal connections, rather than surfing eBay. “Not having much money to spend, I spent hours on the internet looking for deals. I found the best prices — and best pieces — always came from friends or other enthusiasts on key menswear forums.”

作為與溫賴特以及莫藏一樣的時尚癡迷者，古普塔留意到二手首飾往往從私人關系圈、而非eBay淘得。“自己余錢不多，所以在網(wǎng)上淘寶，我發(fā)現(xiàn)最低價格永遠來自自己的好友或是各大男裝論壇上的時尚癡迷者。”

On Grailed, bestsellers are very much what’s currently big in stores; Saint Laurent, Raf Simons and Rick Owens, and streetwear brands such as Supreme and Palace, though the site also has a reputation for playing host to rare gems, such as Simons pieces from the 2000s. Gupta takes a low commission; 6 per cent. He identifies the same two user patterns as Vestiaire’s Moizant. “Some people are specifically looking for rare items to add to their ever-growing collections — we’re one of the few places you can find rare Japanese brands like Undercover and Julius. At the same time many people are just looking for good deals.”

Grailed上的暢銷貨往往與實體店的熱銷款大同小異;圣羅蘭(Saint Laurent)、拉夫•西蒙斯(Raf Simons)以及瑞克•歐文斯(Rick Owens)等時尚名品以及Supreme與Palace等街裝品牌的二手貨異常搶手，盡管Grailed還時常銷售稀缺款寶石(如產(chǎn)自21世紀初的拉夫•西蒙斯寶石)。古普塔只收取6%的傭金。與Vestiaire的莫藏一樣，他也發(fā)現(xiàn)了客戶的兩大相同消費模式。“有些消費者為了增加自己藏品而專淘稀品——我們是少數(shù)幾家可淘到Undercover與Julius等日本稀有品牌的其中一家網(wǎng)店。與此同時，很多消費者就想找物美價廉的二手貨。”

So what do the brands have to say? Legally they have no right to complain, thanks to the precedent set by pivotal case Tiffany Inc vs eBay Inc in 2010. “Ebay won. Brands were told that they can’t control the resale market. That case is so clear that there’s no obstacles for us to sell something that is previously owned,” says Wainwright. “We’re not going anywhere. The world has changed. And at some point brands are going to have to realise that.” Less than 5 per cent of The RealReal’s sales come from vendors, though Wainwright sees growing ways to collaborate with brands now their relationship has mellowed. “They are going through an evolution. Our first year, I heard they hated us. Now, they’re keen to find a way to work together. They’ve realised they can maybe learn something from our data.” In her mind, they should be grateful.

那么，各大品牌對此有何看法?從法律層面說，它們沒有申訴權利，這都要歸功于2010年蒂芙尼(Tiffany)起訴eBay的關鍵判例。“法庭最初判eBay勝訴，各大品牌被明確告知eBay等網(wǎng)店難以控制再賣市場。該判例清晰明了，所以我們銷售二手貨在法律上毫無障礙。”溫賴特說。“我們并非四處出擊，現(xiàn)在跟那時早就不一樣了。總有一天，各大品牌會明白這一點。”雖然The RealReal與各大品牌的合作方式越來越多(如今雙方關系日趨緊密)，但只有不到5%的銷售額來自小二。“各大品牌對我們代銷網(wǎng)站的態(tài)度經(jīng)歷了演變過程。The RealReal成立第一年，我聽說它們對其恨之入骨。如今，他們挖空心思找法子與我們合作。對方意識到也許可以從我們的客戶數(shù)據(jù)庫了解相關情況。”在溫賴特看來，各大品牌應對RealReal心存感激。

“This year, we’re going to put into our consignors’ hands, all of whom are in the US right now, $220m in payment. They’ll use the money they make from the site to go back into the store to buy new — they’ll go and buy more.”

“今年，我們打算把2.2億美元的返款全部交給二手奢侈品委托人(他們如今全在美國)。他們會用這筆錢進實體店買新奢侈品——他們肯定會大買特買。”

What they buy will be increasingly shaped by the resale market. One of Wainwright’s proudest achievements is the way she’s slowly affecting the luxury market and changing how people shop — particularly by putting the spotlight on the true value of specific pieces and popular brands. The lack of lasting appeal for some key houses is evident in the sites’ pricing and sales and may surprise. Although changes within a brand can do a lot to create resale buzz.

而消費者的購物習慣將越來越取決于二手時裝市場。溫賴特最引以為豪的是，自己正逐漸影響奢侈品市場以及正改變消費者的購物模式——尤其是讓消費者對特定款式與流行品牌的真實價值一清二楚。有些大品牌的吸引力難以為繼，在網(wǎng)店的定價與銷售額量就已一目了然，這可能會出乎業(yè)界意料。然而品牌內部的人事變動對于自身二手品的熱銷與否也會有巨大作用。

“Two-and-a-half years ago, Gucci had really bad resale value,” offers Wainwright, citing the recent appointment of Alessandro Michele as a turning point. “Now it’s right up there — it’s big. They reinvigorated the brand and people got excited, so now we can even sell old Gucci, from pre-Michele, particularly the logo stuff — it has value again.”

“兩年前，古馳(Gucci)的二手貨售價差強人意。”溫賴特主動說道，并說古馳最近聘請亞歷山德羅•米歇爾(Alessandro Michele)出任創(chuàng)意總監(jiān)成為其轉折點。“如今古馳又成了高大上的搶手品牌，它又煥發(fā)出勃勃生機，消費者對其趨之若鶩，因此現(xiàn)在甚至米歇爾之前幾位創(chuàng)意總監(jiān)設計的古馳(尤其是帶標識的那些類別)都容易出手——它又變得價值不菲了。”

She feels resale educates consumers, giving them power and knowledge. “Our shoppers look to check the resale value of things. They do notice if a brand has no resale value and move away from it. When I meet consignors they always say ‘You’ve changed the way I shop.’”

她認為二手奢侈品的買賣很好地教育了消費者，讓其增加了信心、增長了見識。“我們的消費者期望檢驗二手奢侈品的價格。他們真的注意到：如果該品牌沒有二次銷售價值，他們就會移情其它品牌。我與委托人見面時，他們總是這樣說：‘您改變了我的購物模式。’”