????如果Nasty Gal這個(gè)品牌讓你覺得反感，那么我敢打賭索菲亞?阿莫魯索的時(shí)裝對(duì)你也沒有吸引力。阿莫魯索說，“‘你有沒有想過換掉Nasty Gal這個(gè)名字？’——這可能是我聽到過的最愚蠢的問題。”

????這家成立四年半的洛杉磯服裝零售商主要面對(duì)二十多歲的年輕女性。這里有外部設(shè)計(jì)師精心打造的作品，最近也有更多公司內(nèi)部設(shè)計(jì)的原創(chuàng)時(shí)裝。這個(gè)品牌的風(fēng)格非常前衛(wèi)。無論是在圣莫妮卡海灘，還是在紐約蘇荷區(qū)的大街上，這個(gè)品牌的日常服裝都不會(huì)顯得格格不入。這家公司的名稱來源于爵士樂歌手貝蒂?戴維斯的同名專輯。這家初創(chuàng)企業(yè)的網(wǎng)絡(luò)宣言是，“這位壞女人的守護(hù)神滿足了我們想象中的女性魅力——包括金屬亮片水臺(tái)高筒靴。”

????成立以來，Nasty Gal發(fā)展良好，成為了1萬億美元電商市場(chǎng)中引人注目的新品牌。去年，這家公司的銷售額增長(zhǎng)近四倍，達(dá)到了1億美元。即使這家公司獲得了早期風(fēng)險(xiǎn)投資公司指數(shù)創(chuàng)投（Index Ventures）的5,000萬美元投資，Nasty Gal依然從成立之初就實(shí)現(xiàn)了盈利，而且沒有像其他所謂電子零售商那樣，推出團(tuán)購(gòu)活動(dòng)或大幅折扣這些拉動(dòng)銷售增長(zhǎng)的方式。Nasty Gal 在Facebook、Instagram和Twitter網(wǎng)站上有大量粉絲。在Facebook網(wǎng)站的評(píng)論中，有數(shù)百位客戶熱烈討論是否要挑選銀色的高幫全息運(yùn)動(dòng)鞋，或者現(xiàn)代風(fēng)格的經(jīng)典機(jī)車夾克。這家網(wǎng)站的每件單品通常從30美元起價(jià)。

????指數(shù)創(chuàng)投公司合伙人丹尼?賴默解釋說：“我們堅(jiān)信，商品禮盒、明星代言和團(tuán)購(gòu)活動(dòng)并不是長(zhǎng)期持續(xù)的業(yè)務(wù)。”他預(yù)計(jì)，阿莫魯索這樣的時(shí)裝企業(yè)將在未來幾年獲得電子商務(wù)領(lǐng)域三分之一的收入。亞馬遜（Amazon）或eBay會(huì)怎么樣？這些網(wǎng)絡(luò)巨頭已經(jīng)證明他們可以改變發(fā)展軌跡來實(shí)現(xiàn)業(yè)務(wù)增長(zhǎng)。他說：“Nasty Gal提供真正的差異化產(chǎn)品，受到狂熱的追捧，商品目前僅在網(wǎng)上銷售。這些產(chǎn)品并不是可以大規(guī)模批量生產(chǎn)的商品。”

????If the name Nasty Gal rubs you the wrong way, odds are Sophia Amoruso's clothes also won't appeal either. "'Have you ever considered changing the name Nasty Gal?' is probably the dumbest question I've ever heard," says Amoruso.

????The four-and-a-half year old Los Angeles-based online clothes retailer caters to twenty-something women with a mix of carefully curated pieces from outside designers and more recently, original in-house designs. The look is edgy. Its everyday wear wouldn't seem out-of-place on the beaches of Santa Monica or the streets of SoHo in New York. The firm's name was inspired by funk singer Betty Davis' album of the same name. "The patron saint of badass women comprises our vision of femininity -- complete with lamé platform thigh-high boots," reads the startup's online manifesto.

????Since its founding, Nasty Gal has taken off and become a notable new name in the $1 trillion e-commerce market. Last year, sales grew nearly four-fold to $100 million, and even though the company has raised almost $50 million from the early-stage venture capital group Index Ventures, Nasty Gal has been profitable from the outset, all without the daily deals or deep discounts that have fueled the growth of other so-called e-tailers. Nasty Gal has a huge following on Facebook (FB), Instagram, and Twitter. In Facebook comments, hundreds of customers chatter about whether to pick up a silver holographic high-top sneaker or a contemporary take on the classic motorcycle jacket. Pieces often start at $30 and go from there.

????"We believe subscriptions in a box, celebrity endorsements, and daily deals just aren't long-standing businesses," explains Danny Rimer, an Index Ventures partner, who predicts fashion ventures like Amoruso's will come to represent one-third of all e-commerce revenues in the next few years. What about Amazon (AMZN) or eBay (EBAY), juggernauts that have proven they can change tack to grow their businesses? "Nasty Gal has a truly differentiated product, a cult-like following, and exists purely online. Those aren't things you can just manufacture."