麥肯錫竟然開(kāi)店賣(mài)內(nèi)衣、珠寶、化妝品！

In a first for the high-minded management consultancy, McKinsey is opening a retail store and flogging underwear, make-up and jewellery to customers in a Midwest shopping mall.

麥肯錫(McKinsey)將在美國(guó)中西部的一家購(gòu)物中心開(kāi)設(shè)一家零售店，向顧客銷(xiāo)售內(nèi)衣、化妝品和珠寶。此舉對(duì)于這家志向高遠(yuǎn)的管理咨詢(xún)公司是頭一回。

Due to open today in Mall of America, the largest US shopping centre, the outlet is designed to test the effectiveness of technology that retailers and their advisers could deploy to keep stores relevant in the age of Amazon.

定于今日開(kāi)業(yè)的這家門(mén)店位于美國(guó)最大的購(gòu)物中心——美國(guó)商城(Mall of America)，旨在測(cè)試相關(guān)技術(shù)的有效性。在零售業(yè)進(jìn)入亞馬遜(Amazon)時(shí)代的今天，這些技術(shù)意在讓零售商及其顧問(wèn)保持實(shí)體商店的相關(guān)性。

Visitors to the mall in suburban Minneapolis will be able to try out gadgets including smart mirrors and software that aim to help them pick, for example, the right bra size.

進(jìn)入位于明尼阿波利斯郊區(qū)的這家購(gòu)物中心的顧客，可以嘗試智能鏡子等新穎設(shè)備，并使用軟件來(lái)幫助挑選尺寸合適的文胸。

Cryptocurrency will be among the payment options.

加密貨幣將是付款選項(xiàng)之一。

Praveen Adhi, a McKinsey partner, said retail executives were “constantly inundated with pitches, and can struggle to figure out how to get value from all the different technologies out there.

麥肯錫合伙人普拉文•埃迪(Praveen Adhi)表示，零售業(yè)高管“經(jīng)常被各種推介搞得應(yīng)接不暇，很難弄清楚如何從各種不同的技術(shù)中獲得價(jià)值”。

“There is no real way, given thespeed at which the technology and analytics are changing, to keep ahead of the trends without getting your hands dirty.”

“考慮到技術(shù)和分析方法的變化速度，很難在不親自實(shí)踐的情況下把握潮流。”

A rotating roster of retailers will share space in the store, a near-5,000 sq ftsite formerly occupied by Abercrombie & Fitch.

這家店將由多家零售商輪流分享。該店原由Abercrombie & Fitch占用，面積近5000平方英尺。

Microsoft is among several technology companies involved. Four fashion and beauty brands will take part initially.

微軟(Microsoft)是參與的幾家科技公司之一。最初參與的時(shí)尚和美容品牌公司有四家。

The line-up comprises jeweller Kendra Scott , type: A Deodorant, Elevé Cosmetics , and ThirdLove, a “body-positive” clicks-to-bricks lingerie company that has been taking market share from Victoria’s Secret.

這些公司包括珠寶公司Kendra Scott、生產(chǎn)除味劑的type: A Deodorant、化妝品公司Elevé Cosmetics和ThirdLove(一家主打“形象自愛(ài)”概念、已從Victoria’s Secret手中搶奪了市場(chǎng)份額的線上至線下內(nèi)衣公司)。

“We thought it would be a great wayto learn,” said Heidi Zak, ThirdLove’s co-founder. “It’s an interesting example of a consulting firm that’s trying toadd value.”

“我們認(rèn)為這將是一個(gè)很好的學(xué)習(xí)方式，”ThirdLove聯(lián)合創(chuàng)始人海蒂•扎克(Heidi Zak)說(shuō)，“這是一個(gè)咨詢(xún)公司試圖增值的有趣案例。”

Mall of America is not chargingMcKinsey rent for the space. Revenues generated from the store will go directly to the retailers, which will pay a fee to offset some of McKinsey’s costs.

美國(guó)商城并不向麥肯錫收取租金。該店產(chǎn)生的收入將直接歸零售商，它們將支付一定費(fèi)用以抵消麥肯錫的部分成本。

McKinsey does not expect to make money from the venture, which has been branded Modern Retail Collective. Instead, it hopes data gleaned from the project will help improve its understanding of what works in retail and what does not, and so improve the quality of recommendations to clients.

麥肯錫并不指望從這個(gè)“現(xiàn)代零售合作企業(yè)”(Modern Retail Collective)項(xiàng)目賺錢(qián)。相反，它希望從該項(xiàng)目中收集的數(shù)據(jù)將有助于加深其對(duì)零售行業(yè)的了解——哪些行得通，哪些行不通——進(jìn)而提升其向客戶所提建議的質(zhì)量。

“The key is trying new things, taking risk, and learning from it,” said Jill Renslow, senior vice-president of business development at Mall of America.

“關(guān)鍵是嘗試新事物，承擔(dān)風(fēng)險(xiǎn)，并從中學(xué)習(xí)，”美國(guó)商城負(fù)責(zé)業(yè)務(wù)開(kāi)發(fā)的高級(jí)副總裁吉爾•倫斯洛(Jill Renslow)表示。