????RNKD的存在目的多少有點相似——根據(jù)信息分享，是消費者與公司實現(xiàn)配對。該網(wǎng)站由鞋類銷售網(wǎng)站Zappos創(chuàng)始人尼克?斯威姆打造,，希望吸引用戶上傳其服飾的照片,，并配以詳細信息。如此,，用戶們可以憑借其品牌忠誠度獲得類似于地理定位網(wǎng)站Foursquare的“徽章”,，比如“最佳球鞋收藏者”或“耐克（Nike）第三大擁躉”之類?！叭绻脩舴窒憩F(xiàn)在已有的服飾,，它們能極佳地表明他們喜歡什么類型?！彼雇繁硎?，2006年他離開了Zappos，但并未脫離服裝業(yè)務,，而是打造了Dethrone服裝品牌,。他認為，RNKD對服飾消費者和銷售者同樣具有吸引力,，因為他希望服飾品牌會提供一些特別優(yōu)惠,，給予忠誠消費者；而對服飾企業(yè)自身來說,，該網(wǎng)站提供的學習機會也很有價值,。例如，J.Crew公司可以發(fā)現(xiàn),，其顧客群體中受歡迎度排行第二的到底是什么品牌,。
????他也認識到風險所在?！拔覀兛赡軙l(fā)現(xiàn),，沒人愿意分享他們衣櫥里的內(nèi)容，”他說,?！暗艺J為他們將來會的?！碑斎?，有些時尚前衛(wèi)的消費者本來就喜歡分享衣櫥里的各種服飾，他們肯定不會有什么顧慮,。喬治城大學（Georgetown University）大四學生卡莉?黑特靈格爾開有一個稱為“大學富二代”（The College Prepster）的博客,。她每天早上都會發(fā)一張照片，展示自己當天穿的衣服,。據(jù)她透露,，籍此竟能每月吸引近15萬獨立訪客,。她認為，這在當今時尚界沒有什么稀奇的,?！叭绻阋粋€月前問我，我可能會告訴你,，像RNKD這樣的主意永遠都不會成功,。可是,，這個行業(yè)時時刻刻都在演變不息,。如今人們在個人博客中分享一張照片后，可能五分鐘之內(nèi)就會突然走紅,?！?/p>
????兩家公司存在的問題也不難發(fā)現(xiàn)。就Identified而言,，其排名系統(tǒng)肯定會遭到批評：某個公立大學畢業(yè)并在不那么知名的公司工作過的人士，往往比金光閃閃的哈佛大學（Harvard）畢業(yè)生更適合某項工作,。就RNKD而言,，它必須依賴服飾品牌的配合才能生存：如果這些品牌向其最忠誠顧客提供的獎勵不夠豐厚，分享照片的動力就會化為烏有,。更嚴重的是,，此前類似的想法都遭遇了滑鐵盧。曾有一款稱為Blippy的應用,，它與用戶的信用卡掛鉤,，使其可以分享用戶的購物信息。它一度吸引了媒體的熱烈關(guān)注,，但最終卻銷聲匿跡,。
????兩家公司都還面臨著一個更大的挑戰(zhàn)：到底有沒有足夠多的人愿意分享從學業(yè)成績到平角內(nèi)褲品牌的一切信息？已經(jīng)與這兩家網(wǎng)站建立合作關(guān)系的企業(yè)顯然希望如此,。如果所謂“過度分享”的觀念進一步淡薄,，這兩家創(chuàng)業(yè)公司都有機會獲得長足的發(fā)展。
????譯者：小宇 |
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????RNKD aims for something similar, pairing consumers with corporations based on sharing of information. Created by Zappos founder Nick Swinmurn, RNKD expects users to upload photos of their clothing and tag them with detailed information. By doing so, they can earn Foursquare-like badges for certain allegiances like having the best sneaker collection or being the third-most loyal to Nike (NKE). "If you share what you already own, it's the best indicator of what you like," says Swinmurn, who after leaving Zappos in 2006 stayed in apparel, creating the clothing line Dethrone. His notion is that RNKD could appeal to both buyers and sellers of clothing, because consumers will want the special deals that he hopes brands will offer, and brands will love the learning opportunity. For example, J.Crew (GPS) could find out which brand is second-most popular among its customers.
????He knows the risks. "We could find out that no one will ever share what's in their closet," he says. "But I think they will." Certainly fashion-forward shoppers that already do share their wardrobe will have no qualms. Carly Heitlinger, a Georgetown University senior, runs a blog called The College Prepster that she says gets nearly 150,000 visitors per month. She posts a photo every morning of her outfit and says that's nothing unusual in today's fashion scene: "If you asked me a month ago, I would have told you an idea like [RNKD] never would have worked. But it's an industry evolving on a minute-by-minute basis. Now someone can upload a photo on a personal blog and in five minutes it could be highly popular."
????Each company has foreseeable issues. With Identified, the ranking system is bound to be criticized: someone who went to a state school and worked at a lesser-known company is often a better fit for a job than the sparkling Harvard grad. For RNKD, the onus is on participating brands: if the rewards they offer to their most loyal consumers aren't very good, the impetus to share photos is gone. What's more, similar ideas have failed. Blippy, an app that connected to users' credit cards to share info on their purchases, grabbed headlines only to end up going nowhere.
????Both businesses face a larger challenge: Will enough people be willing to share everything from academic awards to the brand of boxers they wear? The corporations that end up involved with these sites hope so. And if the very concept of over-sharing continues to fade away, both startups could stand to gain a lot. |
