The Bad Girl Selling Fashion: The "Attention" To Sell.

On the morning of the last day, 10 young women gathered in a conference room in downtown Losangeles (Los Angeles) wearing a striped cowboy vest, shorts, neon thin coat and 13 centimeters thick boots suitable for walking.

They taste the cakes of Starbucks (Starbucks) and take turns to introduce themselves.

Kelly, a clinical psychologist, said: "I am very happy to be here. I am definitely a loyal fan of Nasty Gal" Kelly.

A girl who recently graduated from University of Southern California (USC) interposed: "I like what bad girls do for me."

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< p > this is nothing compared to what the website did for its 28 year old founder, Amoruso Amoruso (Sophia).

In the past 4 years, her fashion retailing website has been developing vigorously and rapidly, driving the new fashion of low priced fashion clothes.

This year, the company's sales are expected to quadruple to $128 million, and gross profit is more than 60%, which is comparable to the most profitable businesses in the retail industry.

The industry is forced to buy Group businesses, and bad girl websites do not offer advertisements or offer discounts.

The practice of the company is to create a brand by using Instagram, Tumblr, Twitter and Facebook to turn "attention" into sales.

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"P", "she" sits on the chair at the end of the table. She wears a black chiffon dress with thick white laced shoes and bright pink lipstick.

The girls in the room watched every movement of her.

Her life trajectory shows how a fashion girl realizes her dream, but her story is unknown to fans.

Although bad girl websites are constantly communicating with their customers online (the company updates the official pages of social networks 5 times a day, the goal is to update every day), but in life, she is especially quiet and even shy.

At the end of the meeting, she asked, "did you get the answer?" they nodded nostingly, and then warmly asked her to accept the challenge of Lululemon, the sportswear giant.

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< p > this is the first real focus group of the bad girl website, set up for the upcoming product line designed by herself.

Consumers are talking about her understanding of design concepts, such as her attempt to inject "vigor and savagery" and "sex appeal to me" to the breech vest and the lock padded shorts.

Amoruso was shocked by this.

After the focus group left, she thought, "they seem to be able to read my heart.

I never said those words publicly, but I still have those words in my mind.

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It is not the products she sells, which can be found elsewhere, and the prices are often lower, but the sales machine she builds. P

The bad girl website only purchases limited stock to avoid being trapped by unsalable goods.

93% of the site's inventory is sold at full price, compared with 1/3 discount in the industry.

The company has even rejected popular marketing gimmicks, such as friends' introductions and discounts.

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< p > she needs no tricks at all.

Bad girl website has the customer stickiness of fashion magazine.

250 thousand of the customers, 1/4 visits the website at least 7 minutes a day, and the top 10% customers visit the website more than 100 times a month.

One of the girls in the focus group admitted to refreshing the website "every 20 minutes".

Of course, customers do not always buy things when they browse the website, which means that the conversion rate (1%) of the site will be lower than the typical retailer.

But because the site appears so frequently in front of the customer, it has an extremely loyal customer base.

More than half of its sales come from 20% of shoppers.

This means there is room to attract more consumers, so the bad girl's trademark will appear for the first time in September.

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The success of < p > amo RSO is based on a simple and ridiculous premise.

"My idea is that the selling price is much higher than the purchase price," she said.

At present, several top wind companies in Silicon Valley and the wealth managers of Zuckerberg (Mark Zuckerberg) are catching up with her.

Earlier this year, she raised $9 million from the Index Ventures, which only paid a small share of the stock, which immediately broke the value of the girl's website to $130 million.

The upcoming round of fundraising will further boost her identity.

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< p > Amoruso: "I have never seen anyone work for salary."

The blood of her Greek family is flowing through the bloodline of entrepreneurship.

Grandfather ran a motel and Piano shop; his father sold mortgage loans; his mother sold the house.

At the age of 9, he began to buy books about entrepreneurship. He was the "President" of lemonade and abalone stands in his Sacramento street in the middle of 90s.

But her happy suburban life was hit: at the age of 10, her parents lost their jobs.

She remembered that they cut up their credit cards in a credit office and threw them into a pot filled with waste cards.

They then dropped out of the missionary school to save money.

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Shortly after P, her father let her go out of his Cherokee Jeep to deliver the newspaper at 6 in the morning.

Her persistent efforts are not just for making money.

When she was 15 years old, she made sandwiches at Subway (Subway) and nodded off during her senior high school dropouts.

Her father's advice to her was: "appear in a conspicuous place.

Don't stay there.

It's all right to sweep the floor, even if they didn't ask you to do it.

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< p > but he is not satisfied.

At the age of 22, she had changed 10 jobs in retailing.

With her photography skills, she went to art school, but after a while, she was tired of it.

She felt anguish that she was wasting her youth until the seller of retro clothes on the eBay sold her as a friend on MySpace.

She had already gone to Taobao at the old goods store and the old auction, so she began to browse the website of the vintage clothing seller, then realized that she could also do the business and would do better.

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< p > that is a chaotic learning process.

Almo Lu is not to the other electronic harbor seller's nagging advice or the lowest bid price.

She explained, "a Chanel (Chanel) coat is priced at $9.99.

It can be sold at this price, or it can be sold at a price of 1000 dollars.

The key is that you have to prove that it is worth more money. "

She did this. She often buys a product on an electronic harbor and pfers it at a price of 3 to 5 times.

She makes full use of the electronic harbor to allow sellers to add thumbnails to each item (she says: "the smallest real estate on the Internet"): let beautiful friends model their clothes and pose gracefully at the door of her aunt's garage, and she takes pictures.

She was fascinated by the posture and collar of the model (using the "guest style" to show the "sense of structure") and the skirt (to highlight the waist or elegant fabric of the female).

She had scoured a neon square boy's sweater from a second-hand store and sold it for $550.

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P.

In the photo, choose the best one on the electronic Bay, and put it on the Internet to get more qualitative evaluation.

If the price of the product is lower than she expected, and the commentary on the group's friends is negative (such as "the model looks angry"), she will give up the present model, let the new model wear a similar dress, and then try to sell it online.

In addition to optimizing the network sales mode, she also tried to expand her circle of friends, and instantly sent her friends request with the help of her software: "friend of Nylon", a fashion magazine.

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A year and a half after trading in the electronic port, P has 30 thousand "friends" on the collection network, with sales of about $115 thousand and net profit of about $20 thousand.

At that time, she had moved the cottage from his aunt's house to a studio in Benessa, a suburb of San Francisco (Benecia).

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< p > but she has new pursuits.

She began to build a website called bad girl (the name comes from a song by Betty Davies [Betty Davis], she is Myers Davis's [Miles Davis]'s ex-wife, has been a fashion model).

Although it was just a web site, she attached the website to the customer's feedback e-mail, which might have shifted the volume of the paction out of the electronic harbor. Other sellers complained that she could not do so.

They also accused her of raising the price (which she denied).

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In P, June 2008, she was kicked out of the electronic harbor, which was the driving force that she needed. After a few months, the website of the bad girl website, which had monopolized retro fashion, was opened.

She gave up her network and changed it to Facebook, where she held a prize competition of $200 gift cards, allowing customers to upload their photos and carry out the "retro fashion model fashion show."

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< p > she fought against the biggest online brands, orders over 150 dollars free of charge, and all the communication between websites and customers used the word "we", although the company was her own.

"This is the beauty of the Internet," she said.

You can pretend to be anything you want to be.

But if you fail to fulfill your promise, people will soon find out the truth.

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< p > the tipping point is coming, first of all, the fashion blog whowhatwear.com adds fuel to the fire.

The image designer of Kelly Ripa, a talk show host, wants to buy a product, which happens to be sold out.

When he asked a girl in a bar in New York, where did she get her coat, the answer was the bad girl website.

The girl said, "because of your website, mom asked me to cancel my credit card."

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< p > Craig has recruited his first employee: Ferrucci, a saleswoman in San Francisco (Ferrucci). Until now, she is still the top buyer of bad girl website, Craigslist.

They tried non retro goods from many Korean suppliers of Losangeles Fashion Street (District).

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< p > the stock is emptied so fast that he has to drive Volvo from 1987 to Volvo every other week.

That autumn, two people began buying goods at fashion fairs to sell famous brands.

Sam Sam Edelman is one of the first brands to enter.

The company was very picky about its retail partners, so at the beginning, it declined the request of the company.

But after an hour, she went back and pulled out the iPhone phone to show the homepage of the bad girl's website.

She said with a glib voice: "we will make your brand look cool."

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In January 2011, P moved the bad girl to the center of Losangeles to get closer to suppliers.

She is still frugal.

A week after her vacation in Hawaii (her first vacation since her company's establishment), she returned to her new office, surrounded by a $12 thousand high-end Alan chair (Aeron).

She was furious and sold the chair on the list of Craig.

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Last November, P went to Silicon Valley to meet potential investors.

The index Vc firms is an investor of Facebook, Dropbox and Etsy and ASOS, a company that called Edith in 2010 but failed.

Now, she confidently said, "I'm making money. I don't need money."

But she really needs help.

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P, a black Friday, at the critical moment of the new inventory system, her warehouse manager abruptly resigned.

Thousands of orders poured in to buy goods that were out of stock.

The website also sent some wrong products to some customers.

All in all, the bad girl website had to cancel 1000 orders.

Finally, the first round of investment was raised by the index Vc firms.

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< p > LinkedIn also searched for potential candidates and found more than a dozen first-rate employees.

She also dug people from Gap, Urban Outfitters and Zappos.com.

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< p > in order to keep in touch with fans, she encouraged staff to post some tips on weekend vacation and makeup techniques. When a fan pointed out that a model's lips were like a whole shape, creative director Ewing [Joanna Ewing] replied, "no, we touched it."

That's true. "

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< p > although she is no longer modeling for everyday model photography, she can't help but meddle in it.

When a wrapped skirt sells only one item a week, she insists on showing a popular model.

So the dress became a good seller and sold 400 pieces a week.

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P now she is very busy every day.

In the morning, she chose a model for a new magazine, Super Nasty.

Next, Danny Rimer, an index Vc firms, discussed the hiring of chief financial officer and chief technology officer on the phone.

She discussed a new round of financing with a lawyer, and another talked about real estate planning.

Although she knew that no one of her friends needed to plan so far, she said, "I am 28 years old, and I have to make a will.

I used to be an impulsive person. "

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