坏女孩勇闯时尚界

    如果Nasty Gal这个品牌让你觉得反感，那么我敢打赌索菲亚•阿莫鲁索的时装对你也没有吸引力。阿莫鲁索说，“‘你有没有想过换掉Nasty Gal这个名字？’——这可能是我听到过的最愚蠢的问题。”

    这家成立四年半的洛杉矶服装零售商主要面对二十多岁的年轻女性。这里有外部设计师精心打造的作品，最近也有更多公司内部设计的原创时装。这个品牌的风格非常前卫。无论是在圣莫妮卡海滩，还是在纽约苏荷区的大街上，这个品牌的日常服装都不会显得格格不入。这家公司的名称来源于爵士乐歌手贝蒂•戴维斯的同名专辑。这家初创企业的网络宣言是，“这位坏女人的守护神满足了我们想象中的女性魅力——包括金属亮片水台高筒靴。”

    成立以来，Nasty Gal发展良好，成为了1万亿美元电商市场中引人注目的新品牌。去年，这家公司的销售额增长近四倍，达到了1亿美元。即使这家公司获得了早期风险投资公司指数创投（Index Ventures）的5,000万美元投资，Nasty Gal依然从成立之初就实现了盈利，而且没有像其他所谓电子零售商那样，推出团购活动或大幅折扣这些拉动销售增长的方式。Nasty Gal 在Facebook、Instagram和Twitter网站上有大量粉丝。在Facebook网站的评论中，有数百位客户热烈讨论是否要挑选银色的高帮全息运动鞋，或者现代风格的经典机车夹克。这家网站的每件单品通常从30美元起价。

    指数创投公司合伙人丹尼•赖默解释说：“我们坚信，商品礼盒、明星代言和团购活动并不是长期持续的业务。”他预计，阿莫鲁索这样的时装企业将在未来几年获得电子商务领域三分之一的收入。亚马逊（Amazon）或eBay会怎么样？这些网络巨头已经证明他们可以改变发展轨迹来实现业务增长。他说：“Nasty Gal提供真正的差异化产品，受到狂热的追捧，商品目前仅在网上销售。这些产品并不是可以大规模批量生产的商品。”

    If the name Nasty Gal rubs you the wrong way, odds are Sophia Amoruso's clothes also won't appeal either. "'Have you ever considered changing the name Nasty Gal?' is probably the dumbest question I've ever heard," says Amoruso.

    The four-and-a-half year old Los Angeles-based online clothes retailer caters to twenty-something women with a mix of carefully curated pieces from outside designers and more recently, original in-house designs. The look is edgy. Its everyday wear wouldn't seem out-of-place on the beaches of Santa Monica or the streets of SoHo in New York. The firm's name was inspired by funk singer Betty Davis' album of the same name. "The patron saint of badass women comprises our vision of femininity -- complete with lamé platform thigh-high boots," reads the startup's online manifesto.

    Since its founding, Nasty Gal has taken off and become a notable new name in the $1 trillion e-commerce market. Last year, sales grew nearly four-fold to $100 million, and even though the company has raised almost $50 million from the early-stage venture capital group Index Ventures, Nasty Gal has been profitable from the outset, all without the daily deals or deep discounts that have fueled the growth of other so-called e-tailers. Nasty Gal has a huge following on Facebook (FB), Instagram, and Twitter. In Facebook comments, hundreds of customers chatter about whether to pick up a silver holographic high-top sneaker or a contemporary take on the classic motorcycle jacket. Pieces often start at $30 and go from there.

    "We believe subscriptions in a box, celebrity endorsements, and daily deals just aren't long-standing businesses," explains Danny Rimer, an Index Ventures partner, who predicts fashion ventures like Amoruso's will come to represent one-third of all e-commerce revenues in the next few years. What about Amazon (AMZN) or eBay (EBAY), juggernauts that have proven they can change tack to grow their businesses? "Nasty Gal has a truly differentiated product, a cult-like following, and exists purely online. Those aren't things you can just manufacture."