Name: 博物館禮品店如何決定賣什麼？ (How museum gift shops decide what to sell)
Uploaded: 2021-10-22T21:01:20.000Z
Duration: 5 min 21 s

In the 1830s, Japanese artist Katsushika Hokusai made dozens of prints showing different views of Mt. Fuji.

在 1830 年代，日本藝術家葛飾北齋製作了幾十幅版畫，展現富士山不同的景色。

This one, the Great Wave off Kanagawa, shows the sea whipped up by a storm, three boats, and the mountain in the background.

這張是《神奈川沖浪裏》，以被風刮起的大浪、三艘船以及富士山作為背景。

It's one of the most recognizable examples of Ukiyo-e, traditional Japanese woodblock prints.

這是日本傳統浮世繪版畫中最有名的例子之一。

And it's one of the most reproduced artworks in the world.

而且它是世界上被翻製過最多次的藝術品之一。

Since the early 1900s, this print and others by Hokusai have lived at the Metropolitan Museum of Art in New York City.

自20世紀初期，這幅版畫和其他北齋的作品都被放在紐約大都會藝術博物館裡。

And if you end up at the MET art store, there are dozens of ways for you to take it home.

如果你來到大都會博物館的藝術禮品店，會有幾十種方法讓你把它帶回家。

From a scarf to a wallet, socks, cuff links, a watch, journal, belt, onesie, dog collar, dog leash, a USB charger, and of course, a tote bag.

從圍巾、錢包、襪子、袖釦、手錶、筆記本、皮帶、連體衣、狗項圈、狗狗牽繩、USB 充電器都有。當然，還有手提袋。

At a certain point, seeing this classic piece of art on so many random things starts to feel absurd.

在某種程度上，看到這幅經典的藝術作品被使用在那麼多隨機的物品上開始讓人覺得很可笑。

But all this merch is meticulously planned out.

但這些商品都是經過精心策劃才推出的。

So that what you see in the gift shop, might change the way you think about art.

所以，你在禮品店所看到的物品，可能會改變你對藝術的思考方式。

If you've been to an art museum, you've probably been to an art museum gift shop.

如果你去過藝術博物館，你就有可能會去過藝術博物館的禮品店。

They're usually the last stop on any tour, the final exhibit before you head home.

它們通常是導覽的最後一站，也就是在回家前看的最後一個展覽。

We are here to support the museum financially and to support the mission of the museum in terms of education.

我們之所以在這裡是為了支撐博物館的經濟發展，並在教育方面支持博物館的使命。

Leanne Graeff, is the head of design and product development for the MET store.

Leanne Graeff 是大都會博物館禮品店的設計與產品開發主管。

What we really try to do is to create a varied assortment based on, of course, recognizable artworks.

我們真正想做的是以辨識度高的藝術作品為基礎，創造出各種不同的產品。

The decisions curators like Leanne make can be powerful.

像 Leanne 這樣的策展人所做出的決策是很有效的。

Thanks to something called the mere-exposure effect.

這要歸功於一種叫作單純曝光效應的理論。

A psychological phenomenon where repeated exposure to something makes you like it more.

這是一種心理現象，反覆接觸某種事物會讓你變得更喜歡它。

It's also called the "familiarity principle."

The classic example is: when you hear a song on the radio for the first time, and hate it.

有個經典的例子：當你第一次聽到一首歌的時候，你不喜歡它。

But after a couple more listens, start to like it.

但多聽幾遍之後，就開始喜歡上它。

In a museum gift shop, seeing the same piece of art on a scarf, or a postcard, or a watch, reinforces the idea that that particular piece of art is important.

在藝術博物館的禮品店裡，如果在圍巾、明信片或手錶上看到同一件藝術品時，那就會讓人發覺那件獨特藝術作品的重要性。

So you can kind of extend your education about art in the gift shop.

所以，你可以在禮品店裡拓展你的藝術知識。

It's just an opportunity to expand on people's knowledge base for art.

這對人們來說是一個增加藝術知識的機會。

And when you buy that piece of art and take it home with you, the mere-exposure effect becomes even greater.

當你買下那件藝術品帶回家的時，單純曝光效應會變得更加強烈。

People appreciate art, and they like to be able to buy things that have art on it.

人們欣賞藝術，也喜歡買有藝術作品在上面的東西。

At its core, a museum gift shop is still a store.

在美術館禮品店的核心理念中，它還是一個商店。

Which means some decisions revolve around money.

這意味著有些決定是因為錢而去做的。

According to the Museum Store Association, museums collect 5 to 25% of their annual revenue from their stores.

根據博物館商店協會的數據，每年禮品店的收入佔博物館總收入的 5% 至 25%。

The San Francisco Museum of Modern Art netted $6.1 million in store sales for the 2018 fiscal year, roughly 7% of its total revenue.

舊金山現代藝術博物館在 2018 的財政年度統計時，禮品店淨賺的銷售額高達 610 萬美元，約佔其總收入的 7%。

When figuring out what will sell, artwork that's already popular helps.

想知道什麼東西會暢銷時，已經很受歡迎的藝術品會很有幫助。

The wallet, the tech accessories, patch, socks, these are all new product types that we hadn't tried before.

錢包、科技配件、臂章和襪子，這些都是我們以前沒有嘗試過的新產品類型。

We wanted to try an artwork that we knew is very recognizable by the customer.

我們想嘗試辨識度已經很高的藝術品。

To see if the actual product itself would be interesting.

來看實際產品是否會令人感興趣。

Traditionally, museums also make a lot of money by selling merch related to big exhibitions.

按照慣例，博物館也會通過銷售與大型展覽相關的產品來賺取大量資金。

Like, if a museum had a temporary installation of Van Gogh paintings, you'd usually see the gift shop flooded with Van Gogh art in many shapes and forms.

就像如果一個博物館有一個梵谷畫作的臨時展覽，你通常會看到禮品店裡充斥著各種形式的梵谷藝術品。

We really don't want to be dependent on those big blockbuster shows.

我們真的不想再依賴那些大型展覽。

It puts us in a very challenging position of being reliant on whether people come to see it or want to see it.

這讓我們處於一個非常艱鉅的位置，還得依賴是否有人會來看展覽或是想要看展覽。

Or whether or not there's product that is appropriate to develop for that particular show.

又或者說特定的展覽是否有符合的產品來銷售。

Christine Doobinin is the director of retail at the Philadelphia Museum of Art.

Christine Doobinin 是費城藝術博物館的零售部總監。

She says that a better tactic might be relying on museum-goers themselves to drive stocking decisions.

她表示一個較好的策略可能是依賴博物館觀眾自己來決定存貨。

Getting out, you know in the museum while people are walking around, really trying to understand what they're thinking about when they finally do make it into the store is something that we always try to keep top of mind.

當人們在博物館裡走來走去的時候，我們真正想了解的是當他們最後進入商店時腦袋裡在想什麼，這是我們一直在乎的。

And because of the mere-exposure effect, seeing a piece of art again before you leave the museum can make you feel more connected to it.

而因為單純曝光效應，在離開博物館之前再看到一次藝術作品，會讓你覺得自己跟作品之間更有連結。

You know you're walking around and then suddenly you connect with a painting for whatever reason.

當你在禮品店裡走來走去時，突然之間，不論是出於什麼原因，你和一幅作品產生共鳴。

Either the color draws you in or you know the artist or it's a famous work of art.

不論是色彩吸引了你，或是你知道那個作品的藝術家，或者那是一件知名的藝術作品。

And suddenly here it is. It's like a celebrity sighting you know to kind of see that.

藝術作品就這麼突然地出現，看到作品就會像看到名人一樣。

And you want to kind of you know take a piece of that home with you.

並讓你想帶把這份作品帶回家。

Ultimately, that's one of the main goals of a museum gift shop.

最後，這也是博物館禮品店的主要目標之一。

Bridging the gap between the art world and casual visitors, and letting them take a piece of that world home.

讓民眾和藝術界之間架起一座橋樑，讓他們把這個藝術世界裡的一部分帶回家。

Of course, not everything in an art museum is specifically designed to reinforce a particular exhibit or change the way we think about art.

當然，藝術博物館裡的所有東西並不是都是為了特定某個展覽存在，或改變我們對藝術的思考方式。

You'll also see some...weird stuff in there.

你也會在裡面看到一些奇怪的東西。

Like these miniature chairs at the Virginia Museum of Fine Arts that go for more than $300 each.

像這些在維吉尼亞美術館的縮小椅，每件售價就超過 300 美元。