優衣庫新開了個神奇的店:不讓買東西卻大排長龍範例

Now, Asia’s largest clothing company and Uniqlo operator Fast Retailing Co., has given shoppers a glimpse of the future of high street retail and teased its debut online store – with a twist.

現在，亞洲最大的服裝公司優衣庫的母公司——迅銷公司——爲消費者們展現了未來高街零售的一點側影，他們推出了自己的第一家在線門店；不過這個門店有一個和很多人預想的不一樣的地方。

This isn’t an e-commerce site we’re talking about, it’s a bricks and mortar shop where you can only make purchases online.

我們可不是在說一個用來網購的頁面，我們說的是一家實體店，而這家實體店只允許你在網上下單。

The new shop, Gu Style Store, opened in Tokyo’s Harajuku district and will be stocked full of the Japanese label’s colour co-ordinated clothes.

這家新店叫Gu Style Store，開在東京的原宿區，屆時會擺滿這家公司那色系齊全的服裝。

The brand’s novel outlet enables customers to try on clothing for size and place orders online for home delivery – but nothing available’s to buy and take home while in store.

該品牌的這家新門店讓消費者可以在店內試穿，然後在網上下單並回家收貨，而店內的東西則不允許購買。

For those shopping in their lunch break and under time pressure, there’s also the option to play around with outfit ideas using a virtual mannequin.

對於那些只能午餐時間來店或者有其他要緊事的顧客，也可以用虛擬人體模型來嘗試各種搭配。

The revolutionary move follows in the footsteps of Zara after the Inditex chain recently opened an online hub in the Westfield Stratford shopping centre.

優衣庫的這一革新性舉動是在緊隨Zara的步伐，那家Inditex旗下的連鎖品牌最近在倫敦西野的Stratford購物中心開了一家在線旗艦店。

With self-scan tills, automated online order points and behind-the-scenes robots packing up your beloved deliveries – it’s a sign the global company is moving with the digital era.

那裏有自助的掃碼器和自動的在線下單處，後臺還有機器人幫你把心愛的貨品打包發貨；顯然這家國際公司正在和數字化時代一起發展。

Meanwhile, Amazon’s Prime Wardrobe enables customers to order the clothes that have stolen their attention online before charging their card. Shoppers are then allowed to send any unwanted items back.

與此同時，亞馬遜的Prime衣櫃項目允許消費者先拿貨再付款，他們可以直接下單免費獲得那些抓住他們眼球的衣服，到手後再決定要不要買，不要的可以再寄回去。

“Among large specialty chain retailers, Fast Retailing has one of the most developed digital strategies,” Dairo Murata, an analyst at JP Morgan Securities, told the press. “They are doing it all in-house, and it allows them to be more competitive.”

摩根大通證券的分析師 Dairo Murata 告訴媒體說：“在大型的專業連鎖零售商中，迅銷的數字化戰略是最先進的之一。而且他們的相關業務全是由公司內部負責，而非外包，這讓他們擁有了更高的競爭力。”