坏女孩勇闯时尚界

    对于这家公司28岁的创始人兼首席执行官来说，获得这些成功并不容易。阿莫鲁索白手起家的故事已经成为传奇。创办Nasty Gal网站之前，阿莫鲁索从一所社区学院辍学，总共做过10份零售业工作。她在鲍德斯公司（Borders）打过工，在旧金山销售过高档皮鞋。阿莫鲁索回忆说：“走进店里的女顾客看起来很可怕。我卖的是500美元的皮鞋，每小时只有12美元薪水，这种金钱上的对比令人尴尬。”在22岁的时候，她开始在eBay上出售经典服饰。她从网站上用便宜的价格收购衣服，然后以高达5倍的价格转卖给别人。她在2008年创办了Nastygal.com网站。

    成立四年半以来，Nasty Gal成长为一家真正的企业，拥有近300名员工。阿莫鲁索获得了固执和直率的名声，这并不令人感到惊讶。她在商务社交网站LinkedIn上认识了ShoeDazzle网站的首席财务官德博拉•本顿，本顿现在担任Nasty Gal网站的总裁。这家公司去年秋天发布了一年两期的印刷杂志，刊登了著名时尚摄影师特里•理查德森拍摄的照片。去年秋天这家公司设计的时装系列中，有件售价128美元的长裙成为最畅销的款式，卖出了600件。

    现在，Nasty Gal网站三分之一的收入来自加拿大、英国和澳大利亚，阿莫鲁索的独家品牌在这些市场找到了热心的顾客。本顿说：“她了解女性的时尚消费方式，无论是商品内容还是电子商务。她了解女性如何熟练运用移动设备进行在线购物，她对社交媒体有真正的理解。”阿莫鲁索依然极其节俭。在最近好莱坞巨头创新艺人经纪公司（Creative Artists Agency）举行的营销座谈会上，她似乎不太关心听众的想法，而是更担心她是否能够得到免费停车位。

    她接下来有什么打算？阿莫鲁索面无表情地说：“征服世界”。她并不是在开玩笑。她没有装修自己的房子，也没有带着男友和爱犬唐娜桑玛出去游玩，而是在构思进一步开发这个品牌的方法。她承认：“如何在我们网站上吸引人气？这就是我每天24小时都在考虑的问题。我希望把梦想变成现实。”（财富中文网）

    It hasn't been easy getting there for the company's 28-year-old founder and CEO. Amoruso's rags-to-riches story is already semi-legend. Before Nasty Gal, Amoruso was a community college drop-out who had roughed a total of 10 retail jobs, from a stint at Borders to peddling luxury shoes in San Francisco. "The women who'd come in were just pretty awful," recalls Amoruso. "Selling $500 shoes when you make $12 an hour is just an awkward economic juxtaposition." When she was 22, she began selling vintage clothes on eBay, snapping them up on the cheap from the site and reselling them to others at prices up to five times as much. She started Nastygal.com in 2008.

    In the four-and-a-half years since, Nasty Gal has become a real business, staffed by nearly 300 employees. Not surprisingly, Amoruso has a reputation as tenacious and direct. She met ShoeDazzle COO Deborah Benton on LinkedIn and, now, Benton is Nasty Gal's president. The company launched a biannual print magazine last fall, featuring photos by famed fashion photographer Terry Richardson. A piece from last fall's in-house collection, the $128 black Network Dress, became a best seller and sold 600 units.

    About one-third of Nasty Gal's revenues now come from Canada, the U.K., and Australia, where Amoruso's distinct brand has also found an eager audience. "She knows how women want to consume fashion whether it's content or commerce," says Benton. "She knows how fluent women are with mobile devices and shopping online, and she truly understands social media." Amoruso also remains extremely frugal. After a recent marketing panel hosted by Hollywood powerhouse the Creative Artists Agency, she appeared less concerned about the audience and more worried about whether she'd gotten her parking validated.

    What's next? "The universe," deadpans Amoruso. She's not kidding. When she's not renovating her home or hanging out with her boyfriend and poodle, Donna Summer, Amoruso dreams up ways to open up the brand even further. "How to party with them on our website, 24 hours a day is the idea I'd like to make a reality," she confesses.