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让品牌更时尚:沃尔玛瞄准转售市场

让品牌更时尚:沃尔玛瞄准转售市场

王波非(Phil Wahba) 2020-05-31
为了能与亚马逊和塔吉特一较高下,沃尔玛在过去几年里尽力增加时尚元素。

多年来,沃尔玛一直努力将自己打造成一个时尚目的地,而不仅仅局限于提供廉价基本商品,并取得了一定的成功。现在,沃尔玛希望借着转售热潮加快这一进程。

这家零售商于周三表示,已经开始在Walmart.com上销售来自领先转售网站ThredUp的二手女装和童装、配饰、鞋类和手袋,共约75万种二手物品,这些物品同时也将在ThredUp的网站上列售。人们可以把状况良好的物品寄送到ThredUp出售。如果寄送物品符合标准且成功售出,卖方可以从销售额中得到一定分成。

在过去几年里,沃尔玛超越3美元背心等廉价商品,尽力增加时尚元素,希望能与塔吉特(Target)和亚马逊(Amazon)一较高下。塔吉特廉价时装深受购物者青睐,并帮助塔吉特提高了销售利润率。而亚马逊则在时尚界日益发展壮大。

“为了将Walmart.com打造为时尚目的地,我们与ThredUp建立了这种合作关系,为顾客提供他们可能正在寻找的二手商品。”萨克斯第五大道的前高管丹尼斯•印加德拉说,她自2017年以来一直负责沃尔玛美国电子商务平台的时尚业务。

沃尔玛采取的举措包括购买一些品牌,如ModCloth(很快就被转售)、男装品牌Bonobos、户外品牌Moosejaw和大码女装品牌Eloquii。沃尔玛最近还重推纽约时尚品牌Scoop。2018年,沃尔玛共重新推出四个门店品牌,甚至还在纽约时装周间歇期间为其举办了一场活动。

与ThredUp的合作不仅让沃尔玛进入服装零售发展最快的领域之一(在2019年发布的一份报告中,研究公司GlobalData估计,2023年美国二手商品销售额较2019年水平将增长两倍以上,达到230亿美元),还让沃尔玛更好地提升其品牌组合,比如其当前只能间接销售的蔻驰品牌。早先沃尔玛曾经为知名百货商店罗德与泰勒百货(Lord & Taylor)在Walmart.com专门开辟网页,但收效甚微,现在据报道罗德与泰勒百货即将进行清算。

除了给零售商带来更高利润的服装商品,更多时尚选择还吸引了更多的中产阶级消费者,沃尔玛已经对这一消费群体觊觎已久。网上杂货订单推动了沃尔玛的线上繁荣,自今年3月以来,与新冠疫情相关的订单激增。首席执行官道格•麦克米伦表示,他希望日用品销售业绩能够进一步提高,以期推动沃尔玛电子商务业务实现盈利。

对ThredUp来说,与沃尔玛合作可以让他们接触到更多受众:分析公司SimilarWeb的数据显示,Walmart.com上个月的访问量为4.54亿次,尽管如此高的访问量与当月新冠疫情相关囤积购物有关。

这是ThredUp与其他零售商的首次在线合作。ThredUp已经在彭尼百货公司(J.C. Penney)和梅西百货公司(Macy’s)设立小门店,但这些都是店内商店,且数量不多。今年2月,ThredUp开始允许盖璞公司(Gap Inc.)的顾客用二手服装换取Gap和Athleta商店(不包括盖璞旗下的Old Navy商店)的代金券。

沃尔玛负责接单,ThredUp负责将商品快递给顾客。与沃尔玛网购政策相同,订单金额达35美元即可享受包邮服务。购物者也可以把ThredUp商品退回沃尔玛门店,但是不接受打算在ThredUp上出售衣服的潜在卖家将物品送到沃尔玛门店。

这种合作关系还让ThredUp在不断扩大的转售市场中脱颖而出,无论是购物还是退货,都有更多的实体店可供选择。规模更大的竞争对手Poshmark是一个买卖双方直接互动的市场,而同样比ThredUp大的RealReal则专注于奢侈品寄售。(财富中文网)

翻译:刘进龙

审校:汪皓

多年来,沃尔玛一直努力将自己打造成一个时尚目的地,而不仅仅局限于提供廉价基本商品,并取得了一定的成功。现在,沃尔玛希望借着转售热潮加快这一进程。

这家零售商于周三表示,已经开始在Walmart.com上销售来自领先转售网站ThredUp的二手女装和童装、配饰、鞋类和手袋,共约75万种二手物品,这些物品同时也将在ThredUp的网站上列售。人们可以把状况良好的物品寄送到ThredUp出售。如果寄送物品符合标准且成功售出,卖方可以从销售额中得到一定分成。

在过去几年里,沃尔玛超越3美元背心等廉价商品,尽力增加时尚元素,希望能与塔吉特(Target)和亚马逊(Amazon)一较高下。塔吉特廉价时装深受购物者青睐,并帮助塔吉特提高了销售利润率。而亚马逊则在时尚界日益发展壮大。

“为了将Walmart.com打造为时尚目的地,我们与ThredUp建立了这种合作关系,为顾客提供他们可能正在寻找的二手商品。”萨克斯第五大道的前高管丹尼斯•印加德拉说,她自2017年以来一直负责沃尔玛美国电子商务平台的时尚业务。

沃尔玛采取的举措包括购买一些品牌,如ModCloth(很快就被转售)、男装品牌Bonobos、户外品牌Moosejaw和大码女装品牌Eloquii。沃尔玛最近还重推纽约时尚品牌Scoop。2018年,沃尔玛共重新推出四个门店品牌,甚至还在纽约时装周间歇期间为其举办了一场活动。

与ThredUp的合作不仅让沃尔玛进入服装零售发展最快的领域之一(在2019年发布的一份报告中,研究公司GlobalData估计,2023年美国二手商品销售额较2019年水平将增长两倍以上,达到230亿美元),还让沃尔玛更好地提升其品牌组合,比如其当前只能间接销售的蔻驰品牌。早先沃尔玛曾经为知名百货商店罗德与泰勒百货(Lord & Taylor)在Walmart.com专门开辟网页,但收效甚微,现在据报道罗德与泰勒百货即将进行清算。

除了给零售商带来更高利润的服装商品,更多时尚选择还吸引了更多的中产阶级消费者,沃尔玛已经对这一消费群体觊觎已久。网上杂货订单推动了沃尔玛的线上繁荣,自今年3月以来,与新冠疫情相关的订单激增。首席执行官道格•麦克米伦表示,他希望日用品销售业绩能够进一步提高,以期推动沃尔玛电子商务业务实现盈利。

对ThredUp来说,与沃尔玛合作可以让他们接触到更多受众:分析公司SimilarWeb的数据显示,Walmart.com上个月的访问量为4.54亿次,尽管如此高的访问量与当月新冠疫情相关囤积购物有关。

这是ThredUp与其他零售商的首次在线合作。ThredUp已经在彭尼百货公司(J.C. Penney)和梅西百货公司(Macy’s)设立小门店,但这些都是店内商店,且数量不多。今年2月,ThredUp开始允许盖璞公司(Gap Inc.)的顾客用二手服装换取Gap和Athleta商店(不包括盖璞旗下的Old Navy商店)的代金券。

沃尔玛负责接单,ThredUp负责将商品快递给顾客。与沃尔玛网购政策相同,订单金额达35美元即可享受包邮服务。购物者也可以把ThredUp商品退回沃尔玛门店,但是不接受打算在ThredUp上出售衣服的潜在卖家将物品送到沃尔玛门店。

这种合作关系还让ThredUp在不断扩大的转售市场中脱颖而出,无论是购物还是退货,都有更多的实体店可供选择。规模更大的竞争对手Poshmark是一个买卖双方直接互动的市场,而同样比ThredUp大的RealReal则专注于奢侈品寄售。(财富中文网)

翻译:刘进龙

审校:汪皓

Walmart has been trying for years to establish itself as a fashion destination that can offer more than cheap basics—with some success—and now it is looking to ride the resale craze to speed those efforts up.

The retailer said on Wednesday it had begun selling women’s and children’s clothing, accessories, footwear, and handbags from ThredUp, a leading resale site, on Walmart.com, offering an assortment of some 750,000 secondhand items that will be listed on ThredUp’s site as well. To sell on ThredUp, people can send in items that are in good condition. If they are up to standard and then sold, the seller gets a cut of the sale.

In the past few years, Walmart has added as much fashion as it could, moving beyond $3 camis, hoping to compete with Target, whose inexpensive but trendy clothing has been a big draw for shoppers and boosted profit margins, and Amazon, a growing force in fashion.

“This partnership is our latest move to establish Walmart.com as a destination for fashion and offer customers the pre-owned items they might be looking for,” said Denise Incandela, a former Saks Fifth Avenue executive who has led Walmart U.S. e-commerce’s fashion business since 2017.

Walmart’s efforts have included buying brands such as ModCloth, which it quickly resold, menswear label Bonobos, outdoors brand Moosejaw, and women’s plus-size apparel maker Eloquii. Walmart also recently revived Scoop, a fashionable New York City brand. In 2018, Walmart relaunched four store brands and even held an event for them on the margins of New York’s fashion week.

The ThredUp tie-up not only allows Walmart to get in on one of the fastest areas of apparel retail—a 2019 report by research firm GlobalData estimated U.S. sales of secondhand items will more than triple from 2019 levels to $23 billion in 2023—but it also enables Walmart to bolster its assortment of better brands like Coach, which it can only sell indirectly. An earlier effort to do so by hosting a site on Walmart.com for venerable department store Lord & Taylor met with little success, and now that retailer is reportedly heading toward liquidation.

On top of the higher margins clothing offers retailers, more fashion options attract more of the middle-class shoppers Walmart covets. And Walmart’s online boom has been fueled by online grocery orders, with a pandemic-related surge since March, leading CEO Doug McMillon to say he wants general merchandise sales to do better as he looks to make Walmart’s e-commerce operation profitable.

For ThredUp, teaming up with Walmart is a way to get in front of a much larger audience: According to analytics firm SimilarWeb, Walmart.com had 454 million visits last month, though that was unusually high because of pandemic-related stocking-up shopping that month.

This is ThredUp’s first online partnership with another retailer. It has set up small spaces in department stores J.C. Penney and Macy’s, but those are in-store only and only at a few stores. And in February, ThredUp started allowing Gap Inc. customers to turn in clothing in exchange for a store credit at Gap and Athleta stores, though not at Old Navy.

While Walmart will take the orders, ThredUp will handle shipping items to customers, who will get free shipping for orders of $35 or more, the same policy Walmart offers on anything bought on its site. Shoppers can also return ThredUp items to Walmart stores, but potential sellers cannot drop off clothes they want to sell on ThredUp at a Walmart store.

The partnership also enables ThredUp to further stand out from the growing resale crowd, with more brick-and-mortar options for either shopping or making returns. Larger rival Poshmark is a marketplace where buyers and sellers interact directly, while the RealReal, also bigger than ThredUp, focuses purely on luxury consignment.

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