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“壞女孩”線上女裝店如何估值上億?

“壞女孩”線上女裝店如何估值上億?

Chanelle Bessette 2014年05月14日
壞女孩網(wǎng)站創(chuàng)始人索菲亞?阿莫魯索從小就不是循規(guī)蹈矩的乖女孩,年輕時甚至經(jīng)常進商店小偷小摸。但是,這個不走尋常路的女孩最終把自己的經(jīng)歷轉(zhuǎn)化成了財富,她的線上女裝店已經(jīng)成為價值1億美元的科技公司。

????“我一直沒辦法循規(guī)蹈矩,也就只剩下創(chuàng)辦壞女孩(Nasty Gal)的本事了,”索菲亞?阿莫魯索在她的新書《女孩老板》(#Girlboss)中這樣寫道。但鑒于她已經(jīng)把入店行竊的習(xí)慣和非常規(guī)教育成功地轉(zhuǎn)化為一家價值1億美元的科技公司,千萬不要把這句話當真。

????在我們生活的這個時代,敢作敢為和高速互聯(lián)網(wǎng)接入往往勝過傳統(tǒng)的商業(yè)背景和咨詢公司的實習(xí)經(jīng)歷。打破常規(guī)的CEO似乎已經(jīng)成為了新的常態(tài)。不過,在《女孩老板》這部兼具回憶錄和管理操作指南特征的著作中,阿莫魯索顯然增加了賭注。22歲時,她開始在購物網(wǎng)站eBay上打造前衛(wèi)性感的在線女裝店——壞女孩,這個品牌同時為這位現(xiàn)年30歲的百萬富翁贏得了美譽和罵名。這家公司猶如曲棍球棒式的增長趨勢或許是高科技世界常見的景象,但阿莫魯索通往互聯(lián)網(wǎng)名人堂的道路跟斯坦福大學(xué)(Stanford University)培養(yǎng)的那些神童大異其趣。

????在上周二面市的《女孩老板》這本書中,阿莫魯索講述了一個野孩子在毫無生趣的薩克拉門托郊區(qū)的成長經(jīng)歷。從無法集中心思上學(xué),到最終決定離家出走,搭順風(fēng)車在西海岸游蕩,她用一種在商業(yè)人物回憶錄中難得一見、讓人耳目一新的誠懇態(tài)度述說了這段不凡旅程的起起落落。事實上,阿莫魯索給我們分享的最寶貴的經(jīng)驗教訓(xùn),并不是精明的商業(yè)行為本身,而是她把生意搞得一團糟的時刻。比如,她曾經(jīng)僅僅為了獲得一件28美元的胸罩而簽署了一張維多利亞的秘密(Victoria's Secret)信用卡,隨后卻忘了償還這筆款項,進而導(dǎo)致她的信用遭受重創(chuàng)。然而,被摧毀的信用評分后來反而變成一項資產(chǎn)。她學(xué)會了如何在不依賴信用卡或貸款的情況下管理資金運作,完全憑借現(xiàn)金和風(fēng)投資金建立了壞女孩網(wǎng)站。

????阿莫魯索詳細描述了自己早期那段熱切反抗資本主義的日子——這種思想傾向不僅讓她過上了四處撿垃圾的生活,也給了她為極具破壞性的入店行竊習(xí)慣進行辯解的借口。她還頗有興致地聊起了自己被一系列小時工解雇的經(jīng)歷:“被炒魷魚對我來說總是一件大事,它有點像跟某個人分手時的感受?!薄杜⒗习濉分械陌⒛斔魇悄欠N你上高中時很可能想結(jié)為好友(但這樣做會讓你憂心忡忡的父母非常惱火)的人物。但顯而易見的是,從一開始,阿莫魯索就展現(xiàn)出了非常精明的一面,即使在她處于最低谷的時刻也不例外。無論是在亞馬遜(Amazon)上以200美元的價格賣掉一堆偷來的書,還是拒絕在主流商店購物,阿莫魯索的叛逆青春竟然成為她日后創(chuàng)業(yè)的堅實根基。

????阿莫魯索從藝校攝影專業(yè)輟學(xué)后不久就在eBay上創(chuàng)辦了一個不大不小的二手服裝店鋪,還給它取名為“壞女孩佳釀”(Nasty Gal Vintage),為的是向貝蒂?戴維斯的同名瘋克樂專輯致敬。阿莫魯索的書從這里開始變得老成。她耐心地講述了自己一邊創(chuàng)辦網(wǎng)店,一邊對抗狡猾的eBay幫派的來龍去脈。她時常花費數(shù)小時在灣區(qū)周圍的折扣店一件一件地挖掘合意的衣物,然后把它們設(shè)計成更好的款式,放到網(wǎng)上出售?!拔乙粍硬粍拥囟⒅业姆b拍賣會,一共換來了2,500美元,”阿莫魯索說?!拔乙恢軖甑腻X比做小時工一個月的收入還要多?!贝送猓€獲得了一些真正值得未來的創(chuàng)業(yè)者學(xué)習(xí)的經(jīng)驗教訓(xùn),比如做好招聘工作的重要性。在創(chuàng)業(yè)早期,她竭力恪守壞女孩品牌的真諦;在公司業(yè)務(wù)爆炸式增長,并搬到洛杉磯之后,她依然努力地保留這種文化。對于硅谷人來說,她獲得風(fēng)險投資的經(jīng)歷也將是一個格外有趣的故事。

????如果說阿莫魯索在這本商業(yè)指南中犯了什么錯,這個錯就發(fā)生在她嘗試解決商業(yè)女性這一棘手話題的時候。就其核心而言,這是一本非常坦誠(盡管寫得有聲有色)的商業(yè)回憶錄。說這是一本女權(quán)主義者的商業(yè)回憶錄會削弱它的影響面。在今天這種后《向前一步》(Lean In )文化中,我們對原本可以簡單使用“CEO”一詞、結(jié)果卻選用“女性CEO”稱謂的情形越來越敏感?!杜⒗习濉坊蛟S講述了一個具有普遍吸引力的故事,但卻為它添加了一個“女孩專屬”標簽——盡管她很可能會嘗試著收回這個術(shù)語。說句公道話,阿莫魯索的確把那些努力工作的男員工稱為“男老板”(#DUDEBOSS)。

????阿莫魯索在《女孩老板》中神氣活現(xiàn)的形象極具感染力。這本書給所有不想攀登傳統(tǒng)職業(yè)階梯的女孩(不,所有人)提供了一個體面的榜樣。她的成功之路盡管沒有遵循常規(guī),但依然會激勵許多讀者聆聽她的經(jīng)驗,進而追隨她的腳步。閱讀這本書時,大家會真切地感受到,提前包裝成商業(yè)成功之道的書籍從此恐怕將不復(fù)存在了。(財富中文網(wǎng))

????譯者:葉寒

????"I've always had issues with following the rules, which has made Nasty Gal the only thing I'm capable of doing." So says Sophia Amoruso in her new book, #Girlboss, but based on her success turning a shoplifting habit and an unconventional education into a $100 million tech company, don't believe it.

????We live in an era where chutzpah and high-speed Internet access (Amoruso has both) often trump a traditional business pedigree and a consulting internship. Rule-breaker CEOs seem to be the new normal, though in #Girlboss -- part memoir, part management how-to guide -- Amoruso ups the ante. The 30-year-old millionaire has gained fame and notoriety for her brand Nasty Gal, an edgy, sexy online women's clothing store that she started building on eBay at age 22. The company's hockey stick growth trend may be familiar in the tech world, but Amoruso's road to internet fame is not that of your average Stanford-educated wunderkind.

????In #Girlboss, which comes out on Tuesday, Amoruso tells a story of a quirky wild-child growing up in the ennui-inducing suburbs of Sacramento. From her inability to focus on school to her eventual decision to leave home and hitchhike around the West Coast, she addresses the highs and lows of her journey with an honesty that's refreshing in a management memoir. In fact, the most valuable lessons Amoruso imparts aren't about savvy business moves per se, but come from the moments when she makes a complete mess of business, for example compromising her credit by forgetting about a Victoria's Secret card she signed up for just to get a $28 bra. Her wrecked credit score, however, became an asset later on. She learned how to manage her finances without relying on credit or loans, building Nasty Gal purely on cash and venture capital.

????Amoruso recounts her early days of fervent anti-capitalism -- which led her to not only take up dumpster diving but also to rationalize a destructive shoplifting habit -- and she discusses, with some zeal, being fired from a series of hourly wage jobs. ("Getting fired was always a big deal to me. It's a bit like having someone break up with you.") The Amoruso of #Girlboss is the kind of character that you likely would have wanted to befriend in high school, much to the chagrin of your anxious parents. And yet, from the get-go, it's clear that even in her lowest moments, Amoruso was cunning. From selling a stack of stolen books for $200 on Amazon to refusing to shop in mainstream stores, her rebellious young adulthood turned out to be good preparation for entrepreneurship.

????Shortly after dropping out of art school for photography, Amoruso launched a modest eBay store where she sold secondhand clothes, calling it Nasty Gal Vintage -- a tribute to Betty Davis' funk album of the same name. Amoruso's book grows up from here. She recounts, with some teeth, the ins and outs of starting an online store while going up against catty eBay cliques. She logs hours digging through every item of clothing in thrift stores around the Bay Area and styling the better pieces to be sold online. "I was watching my auctions close, totaling $2,500," Amoruso says. "I was making more in a week than I'd ever had in a month at my hourly jobs." She also has real lessons for future entrepreneurs, like on the importance of smart hiring: In the early days she strived to stay true to the Nasty Gal brand, and fought to preserve the culture after the company exploded and moved to Los Angeles. Her tales of getting venture capital will be particularly entertaining to Silicon Valley folks.

????If Amoruso errs in her manual, it's when she attempts to tackle the thorny topic of women in business. At its core, the book is a straight (though colorfully written) business memoir. To call it also a feminist business memoir diminishes its scope. In today's post-Lean In culture, we're more aware of how "female CEO" is used when a simple "CEO" would do. #Girlboss takes what might be a universally appealing story, and labels it girls-only, even though she's likely trying to reclaim the term. To be fair, she does refer to the hardworking men in her organization as #DUDEBOSSes.

????Amoruso's swagger in #Girlboss is contagious. The book is a decent model for all the girls -- nay, people -- who don't want to climb the traditional career ladder. Her path, though unconventional, might even inspire a couple of readers to try to heed her lessons and follow in her footsteps. But if there's one real takeaway from reading Amoruso, is that a pre-packaged rulebook for business success no longer exists.

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