Name: 一窺二手名牌專賣店 The RealReal 如何運作 (How The RealReal Cashes In on Pre-Owned Luxury Brands | WSJ)
Uploaded: 2019-12-28T21:01:10.000Z
Duration: 6 min 4 s

The RealReal, a luxury consignment company with names like Hermes, Gucci, and Stella reign supreme.

The RealReal，一間奢侈品托賣公司，其中像是 Hermes、Gucci 和 Stella (McCartney) 這些品牌銷路最好。

情態副詞

The recently publicly listed company says it's revolutionizing resale and expects to sell nearly $1 billion in luxury goods this year in retail stores and online.

這間剛上市的公司表示，他們正在掀起零售業的革命，並預計今年 (2019) 在零售店和網路平台賣出近 10 億美金的奢侈品。

分詞構句

Anyone can consign by shipping to the company, dropping off at one of their consignment offices, or depending where you live and how much you're consigning, from your own home.

任何人都可以托賣，將貨物郵寄至公司、拿到他們其中一間托賣辦公室，或是根據你住的地方和你要托賣的數量，會有專人到你家取貨。

Gavin Waters is one of The RealReal's so called luxury managers tasked with these home visits before the items are authenticated and listed for sale on the site.

Gavin Waters 是其中一位 The RealReal 所謂的奢侈品經理，在商品被認證並列入網路銷售簽單前，他負責處理這些住家拜訪事宜。

On this day, he's consulting with Erin Hazelton, a writer who is one of The RealReal's VIP consignors.

在這天，他要與 Erin Hazelton 進行商談，她是一位作家，同時也是 The RealReal 的 VIP 托賣家之一。

You see anything here that screams, get out of my closet?

你有看到這裡任何東西在大叫：滾出我的衣櫃嗎？

I think this half moon shape is sort of on the decline so I would do it now before it's an even lower price.

我覺得這種半月形有點在退流行了，所以我會建議趁它價格更低之前現在就賣掉。

I don't like getting rid of Alaia, but I think it's time.

我很不想處理掉 Alaia，不過我覺得是時候了。

So I feel like you know that rule if you've had it for two years and you haven't worn it.

我覺得，你知道那個原則，如果你買了兩年都還沒有穿過。

So what I'm looking for when I'm going through a consignor's pieces is definitely the brand value.

當我在瀏覽托賣家的商品時，我注意的絕對是品牌的價值。

I think if it's a brand that's super hot right now like Gucci, Balenciaga, Dior, it definitely helps to go onto our marketplace.

我覺得如果它是現下最熱門的，像是 Gucci、Balenciaga、Dior，這絕對有助於它進入我們的市場。

But I think cut also has a big thing to do with it.

So, last year when I finished treatment for breast cancer, this is the outfit I wore to ring the bell.

嗯，去年當我結束乳癌的療程，我就是穿著這件去搖鈴的。

That's gonna be in the collection forever, of course.

But then there's a pair of pants that I wore the first day of chemo.

不過這裡有一條褲子，是我化療第一天穿的。

- I don't know if I need to keep them.  - Not that, that's memory.

- 我不知道有沒有必要留著。  - 留著吧，那是回憶。

I think when describing Erin's collection, you see so much of her personality and the fun pieces, the serious pieces, the dramatic pieces.

我覺得在描述 Erin 的收藏時，你能看到她的各種性格，有趣的部分、認真的部分、戲劇性的部分。

The materials, the quality are all incredible, but there's a large sense of fun with her.

材質、品質都非常出色，但是她有一種非常歡快的天性。

When you know Erin and you see her dressing, I think it just is such a personification of who she is and the life that she brings to everything.

當你認識 Erin 後，再來看她的穿搭，我覺得這完全體現了她的本質以及她所帶來生命力。

- Oh, I think it's true, no, I think it's such a privilege.  - You're so nice.

- 喔，我真的這麼覺得，不，我覺得非常榮幸。  - 你人真好。

Who knew I would get emotional about clothes.

誰能想到我會因為衣服而這麼有感觸。

I consign a lot so I have VIP status which means I get 70% return on any item that's over $200.

我托賣很多，所以我是 VIP 等級，這代表每件超過 200 美金的商品我都能拿到百分之 70 的利潤。

Sometimes I get 20 bucks, sometimes I sell things and I get a lot more than that.

有時候我賺到 20 塊，有時候我賣些東西，而我得到更多。

These shoes for sure, I'm ready to part with.

這雙鞋無疑地，我準備好跟它分別了。

- I'm obsessed with these. - Oh no, don't do that to me.

- 這雙鞋讓我深深著迷。 - 喔不，不要這樣。

I always thought about doing eBay, but just the work of like shooting it, dealing with people...

我曾經想過要用 eBay，但是光攝影的工作和與人打交道...

The RealReal takes a cut, but you don't do anything.

The RealReal 會抽成，但你不需要做任何事。

Gavin 過來，把東西帶走，完成。

The pieces I got from Erin today as always is a great assortment.

今天從 Erin 這拿到的東西，一如既往有各式各樣很棒的貨物。

She's a smaller size which definitely helps.

她穿小號的，這絕對很有幫助。

Alaia sells really really well on our platform.

Alaia 在我們平台真的賣得非常非常好。

It has a very strong almost cult following for the cut and the design.

它的剪裁和設計擁有非常堅定、幾乎是崇拜的追隨者。

Those pieces are fairly close to retail and they sell pretty consistently on our marketplace.

那些商品相當適合零售，而且在我們的市場銷售一直很穩定。

The RealReal has three brick-and-mortar stores in New York and Los Angeles and 11 luxury consignment offices across the United States.

The RealReal 在紐約和洛杉磯有三間實體店面，並在全美有 11 間奢侈品托賣辦公室。

Authentication is an essential part of the company's strategy with its 100% authenticity guaranteed promise.

鑑定是公司策略中最主要的部分，他們保證百分之百的真實性。

I want to see if you have a chance to look some stuff over.

我想看看你能不能看一些東西。

The RealReal says it authenticates thousands of items per day.

The RealReal 表示他們一天鑑定上千件商品。

Authentication is paramount to our business we're called The RealReal.

鑑定對我們的生意至關重要，我們叫做 The RealReal。

It's so important that we put it in our name twice.

它重要到我們要在公司的名稱裡放兩次。

Guaranteeing that everything we sell is the real deal, the legit article is so important.

為了保證我們賣出的所有東西都是真實交易，商品的合法性非常重要。

Authenticity is what differentiates us from a lot of other players in the market.

將我們與市場上許多同業區別開來的就是真實性。

But The Real Real's authentication strategy has ruffled some feathers.

不過 The RealReal 的鑑定策略惹惱了一些人。

French fashion house Chanel has sued The RealReal accusing the company of selling fakes.

法國時尚大廠 Chanel 對 The RealReal 提告，指控他們販賣假貨。

Chanel's website states that there is only one way to ensure that articles are genuine, purchase them only in Chanel boutiques or from retailers authorized by Chanel.

Chanel 的網站上聲明，確保商品真實性的唯一方法，就是向 Chanel 精品店或其授權的零售商購買。

The RealReal says it unequivocally rejects Chanel's claims and will continue to accept pieces from all in demand luxury brands.

The RealReal 表示他們完全不接受 Chanel 的聲明，並會持續接收所有受歡迎名牌的商品。

Wetzbarger inspects one of Erin Hazelton's dresses, the Alaia.

Wetzbarger 正在檢查 Erin Hazelton 的其中一件洋裝，Alaia。

You wouldn't necessarily think that a brand like Alaia would be counterfeited, but it absolutely is.

你可能不認為像 Alaia 這樣的品牌會被假冒，但它絕對會。

On an inferior counterfeit piece, they would have fewer seams, fewer pieces, to make it cheaper and faster.

一件劣質的仿冒品，它的縫線會比較少、布料會比較少，好提高它的製作效率、降低成本。

Often times on counterfeits, they'll use letter sizing, small, medium, large, extra large.

經常在仿冒品上，他們會使用字母尺寸分級：S、M、L、XL。

But most French and Italian brands will use European sizing, 38, 40, 42, etc.

不過大部分法國和義大利品牌會使用歐洲尺寸分級：38、40、42。

所以這是其中一個可以注意的部分。

I've been in luxury resale for a long time and it started off as everyone's dirty little secret.

我已經在奢侈品轉售做很久了，而一開始它只是彼此之間的小秘密。

Even consignors and customers didn't want to talk about it.

即使托賣家和顧客都不願意多談。

But now people are proud and they're sharing their success stories.

但現在大家非常自豪，而且會分享他們成功的故事。

And brands are starting to come around, too.

而且有些品牌也開始改變想法。

They know that if there's equity in their products in the secondary market, then their product is more popular in the retail market.

他們知道如果他們的產品在二手市場有價值，那這些產品就會比在零售市場更受歡迎。

You're not gonna buy a car you can't resell, you're not gonna buy a house that depreciates in value.

你不會買一台不能轉賣的車，你不會買一棟會貶值的房子。

It's the same way with fashion, people are making savvy investment decisions in their wardrobe knowing and thinking about the resale value.

時尚也是同樣的道理，人們會對他們的衣櫥做出精明的投資決定，了解並考慮轉賣的價值。

I think people are just slowly becoming more conscious about the environment.

我覺得人們正在慢慢地意識到環保。

Clothes don't break down and you can donate them.

衣服不會分解，你可以把它捐出去。

But if they don't sell, they go into, you know, an landfill somewhere and sit there for years and years and years.

但是如果不賣掉，他們就會到，你知道，垃圾場之類的地方，然後在那裡好幾年。

It's better than just sitting in somebody's closet.

這比只是躺在某個人的衣櫥裡要好。

At least somebody else gets to wear it and feel good in it.

至少有些人能夠穿它，感受它的好。