????今年，互聯(lián)網(wǎng)上涌現(xiàn)出了數(shù)千款短小性感的萬圣節(jié)服裝，其中一款艷壓群芳。它登上過《每日秀》（The Daily Show）、《今日秀》（Today）和大大小小的博客，它就是“性感披薩”服裝 —— 一款用絲網(wǎng)印刷技術(shù)印上食物餡料、帶殼狀硬墊肩的緊身服裝，可以說是對女性在萬圣節(jié)期間自我客體化的滑稽模仿，也可以說是女性們最完美的化身。該款服裝出自Yandy.com之手，它同時(shí)還銷售“性感胡蘿卜”和“性感食人鯨”等服裝。想知道這些奇特的萬圣節(jié)服裝的設(shè)計(jì)者嗎？他就是35歲的亞利桑那州畢業(yè)生查德?霍斯特曼。

????霍斯特曼表示，網(wǎng)站的目標(biāo)客戶是“對自己有信心、想要獨(dú)一無二的服裝、希望在人群中脫穎而出的女孩。”根據(jù)公司的產(chǎn)品，霍斯特曼對信心的定義是，敢于穿模仿玉米須的超短緊身服裝。霍斯特曼說：“我們的服裝就是要滑稽有趣，天馬行空。人們需要明白這一點(diǎn)。”

????2005年，霍斯特曼曾為一家《財(cái)富》500強(qiáng)公司（Fortune 500）擔(dān)任互聯(lián)網(wǎng)營銷顧問。在業(yè)余時(shí)間，他成立了好幾個(gè)電子商務(wù)網(wǎng)站。其中一家出售香煙，一家出售胡椒噴霧，還有一家出售女式貼身內(nèi)衣。最后一家大獲成功，他甚至說服自己的哥哥伊凡，辭去了波音公司（Boeing）供應(yīng)鏈經(jīng)理的工作，加入他的初創(chuàng)公司。對于創(chuàng)辦一家內(nèi)衣網(wǎng)站的動機(jī)，霍斯特曼的解釋是：“要知道，作為男人，我們并不喜歡到維多利亞的秘密（Victoria's Secret）（去買禮物）。”最初，他的目標(biāo)是男性——可結(jié)果這個(gè)平臺深受廣大女性的喜愛，于是兄弟二人便順?biāo)浦郏銎鹆伺詢?nèi)衣銷售。

????他們當(dāng)初并沒有預(yù)料到Y(jié)andy會推出“性感服裝”。公司第一個(gè)萬圣節(jié)期間，供應(yīng)商提供的節(jié)日服裝并不多。于是，霍斯特曼瞄準(zhǔn)了這個(gè)市場。他說：“時(shí)機(jī)恰到好處。”他解釋稱，層出不窮的亞利桑那州立大學(xué)聚會讓他認(rèn)識到這個(gè)市場的存在。Yandy的服裝業(yè)務(wù)僅占他公司銷售額的26%，但霍斯特曼還是在2010年推出了公司自己的產(chǎn)品。他補(bǔ)充說：“完全是水到渠成，因?yàn)槲掖蛐【头浅Ｏ矚g萬圣節(jié)。”

????當(dāng)時(shí)，Yandy推出了三件套動物服裝（性感狐貍、性感熊貓和性感北極熊）。每套的價(jià)格約為150美元，其中包括絨毛的裙子、護(hù)腿和人造皮毛的帽子。霍斯特曼說：“我們對此感到非常自豪。我們就是這樣開始的。”

????受到文化趨勢的啟發(fā)，也得益于霍斯特曼自身的天賦，Yandy目前推出了更多風(fēng)格的服裝。麥莉?塞勒斯在音樂錄影帶大獎(jiǎng)（VMA）上的表演讓霍斯特曼深受啟發(fā)，推出了今年最暢銷的服裝之一：性感比基尼和配套的泡沫手指。目前，Yandy正在借助紀(jì)錄片《黑魚》（Blackfish）的東風(fēng)，銷售它性感食人鯨系列服裝。Yandy去年的暢銷服裝是性感大鳥服裝，靈感或許源自米特?羅姆尼對公共廣播公司（PBS）的攻擊。（性感快餐系列難道是影射美國的肥胖問題？）

????霍斯特曼的設(shè)計(jì)靈感有時(shí)候并不符合邏輯——他聲稱自己設(shè)計(jì)性感殺人鯨的原因是“許多女孩喜歡去海洋館，而且她們都愛看食人鯨表演。”而且，他從來不聽別人的反饋。Yandy的營銷總監(jiān)薩拉?張伯倫并不喜歡性感披薩的創(chuàng)意。對此，霍斯特曼提到這款服裝在《每日秀》上的首次亮相：“喬恩?斯圖爾特喜歡性感披薩服裝。只要女孩意識到男孩子們喜歡這些服裝，她們就會改變主意。”霍斯特曼的創(chuàng)意總是故意夸大。他的目的是幫助客戶贏得服裝比賽，同時(shí)也希望能夠刺激大眾市場。“我們證明我們有能力生產(chǎn)這些服裝，讓它們像病毒一樣傳播，在網(wǎng)絡(luò)上贏得關(guān)注。”

????很多人喜歡霍斯特曼的創(chuàng)意，也有人為萬圣節(jié)被加入了性的特征感到憤怒。他也意識到自己的服裝并不適合所有人，但他認(rèn)為，性感披薩并不像“傳說中那么性感”。畢竟，他的公司也提供長款服裝。此外，除了2,300種傳統(tǒng)尺寸服裝外，Yandy還提供270款加大碼服裝。公司創(chuàng)始人的目的是希望公司提供的服裝“讓用戶看起來漂亮，自我感覺良好。”這就是性感玉米/漢堡/食人鯨/胡蘿卜服裝的出發(fā)點(diǎn)。

????隨著Yandy的銷量持續(xù)增加，公司的產(chǎn)品線也在不斷增多。它計(jì)劃保留一個(gè)僅供電子商務(wù)使用的平臺，還計(jì)劃擴(kuò)建它30,000平方英尺的倉庫。除非消費(fèi)者在萬圣節(jié)之夜不再渴望短小性感的服裝，否則，Yandy會繼續(xù)為饑渴的女性消費(fèi)者奉上“性感披薩”大餐。（財(cái)富中文網(wǎng)）

????譯者：劉進(jìn)龍/汪皓?

????Amid the thousands of skimpy Halloween ensembles cluttering the Internet this year, one shone brighter than the rest. Featured on The Daily Show, Today, and countless blogs, the Sexy Pizza costume – skin tight with screen-printed pie toppings and padded crust shoulders – is either a sharp parody of women's ritual Halloween-time self-objectification, or its perfect embodiment. The costume comes by way of Yandy.com, which also sells Sexy Carrot and Sexy Killer Whale costumes. The progenitor of this eccentric trick-or-treat eye-candy? 35-year-old Arizona State grad Chad Horstman.

????The site targets "a certain type of girl with a lot of confidence who wants something unique and stands out from the crowd," he says. Based on the company's offerings, Horstman defines confidence as the desire to wear skimpy outfits that mimic ears of corn. "Our costumes are meant to be funny and ridiculous. People need to see that," says Horstman.

????In 2005, Horstman was working as an Internet marketing consultant for Fortune 500 companies. In his spare time, he launched several ecommerce sites. One sold cigars, one sold pepper spray, and one sold lingerie. The lingerie platform took off, and he convinced his brother Evan to quit his job as a supply-chain manager at Boeing and join the start-up. "As a guy, you know, we don't really like to go to Victoria's Secret [to buy gifts]," says Horstman, explaining why he created an intimates site. Initially, he was targeting men – but the platform attracted women instead, and the brothers went with it.

????They didn't foresee Yandy's foray into "sexy costumes." During the company's first Halloween, its suppliers were selling scanty holiday outfits. Horstman decided to carry them. "It was perfect timing," he says, explaining that frequenting ASU parties taught him that this market existed. Yandy's costume business only accounts for 26% of its sales, but that didn't stop Horstman from launching his own line in 2010. "It's fitting because I've always been into Halloween since I was kid," he adds.

????That year, Yandy introduced a trio of animal costumes (Sexy Fox, Sexy Panda, and Sexy Polar Bear) to the world. Costing upwards of $150, the full sets include fluffy dresses and leg warmers topped with faux fur hoods. "We were really proud of those, " says Horstman. "That's what kind of launched it for us."

????Yandy's line now offers a wide range of styles inspired by cultural trends and Horstman's personal genius. Miley Cyrus's VMA performance inspired one of this year's bestsellers: a nude bikini set sold with a matching foam finger. Yandy is marketing its Sexy Killer Whale parallel to the Blackfish documentary. Last year, one of Yandy's hits was its Sexy Big Bird getup, a nod to Mitt Romney's attack on PBS. (Perhaps the Sexy Fast Food collection is referencing America's obesity struggle?)

????The seeds of Horstman's designs are sometimes illogical—he says he created the Sexy Killer Whale costume because "a lot of girls love going to Sea World and they love Shamu" – and he doesn't always listen to feedback. Sarah Chamberlain, Yandy's director of marketing, hated the Sexy Pizza idea. "Jon Stewart loved the Sexy Pizza costume," Horstman affirms, referring to the costume's debut on The Daily Show. "Once girls realize guys will love the costume, they change their mind." Horstman's creations are purposely over-the-top. His aim is to help his customers win costume contests, while also stirring some grassroots marketing. "We've demonstrated an ability to produce these costumes and get them to go viral and get attention online."

????While plenty of people laugh with Horstman, others are offended by the way his company sexualizes Halloween. He realizes his costumes aren't for everyone, but adds that the sexy pizza isn't "really that sexy." After all, it offers its wearer full coverage. Yandy also carries 270 plus-sized costume styles, on top of its 2,300 traditionally-sized offerings. The founder's main goal is to provide "costumes that make you look good and feel good about yourself." And that is what Sexy Corn/Hamburger/Killer Whale/Carrot outfits do.

????As Yandy's sales continue to increase, so does its inventory. The company plans to remain an ecommerce-only platform and is about to outgrow its 30,000 square foot warehouse. Until consumers no longer crave skimpy outfits for Halloween night, Yandy will continue dishing out Sexy Pizza to its hungry, female buyers.