Netflix新推出的節目《近藤麻理惠教你做整理》（Tidying Up With Marie Kondo）首次播出就讓人“怦然心動”，在社交媒體上掀起熱潮，可能還會影響市場銷售趨勢。

節目靈感源自近藤麻理惠發明的“KonMari”整理法，這種整理和收納生活空間的方法強調感性價值，節目播出反響良好，對觀眾的影響不僅包括鼓勵他們清理櫥柜，他們可能還會在立下新年愿望清單之余反思自己的消費習慣。

近藤麻效應將極簡主義帶入消費主義的最前沿，無論是購買服裝、家居還是書籍和營養品。谷歌趨勢（Google Trends）的數據顯示，上述節目播出時，近藤麻、KonMari、甚至“疊襯衫”的搜索量都達到了突破值。假設節目熱度持續（再加上Netflix愛給節目制作續集），近藤麻理惠的影響力真的有可能讓消費者減少購買數量，提升購買質量。

雖然這或許能緩解消費者精神和經濟上的壓力，但零售商卻不會高興——特別是快時尚類零售商，如H＆M、Zara、Forever 21等。

韋德布什證券（Wedbush Securities）的高級股票研究分析師簡·雷丁表示，“現在正是轉型期，我們認為從“快時尚”轉向“慢時尚”的勢頭絕不只是一時的風潮。”

Netflix sparked joy…as well as social media buzz, memes, and possibly sales trends with its recent debut of Tidying Up With Marie Kondo.

Inspired by Kondo’s “KonMari” method for decluttering and organizing living spaces with an emphasis on sentimental value, the feel-good show is striking a connection with viewers, not only inspiring them to purge their closets, but perhaps rethink their spending habits beyond just New Year’s resolutions.

The Kondo Effect is bringing minimalism to the forefront of consumerism from clothing and home décor to books and nutrition. Searches related to Kondo, KonMari, and even “folding shirts” hit breakout levels in conjunction with the Netflix release, based on Google Trends data. Assuming the show’s continued popularity (and Netflix’s fondness for renewing many of its programs for subsequent seasons), there’s a real possibility that Kondo’s influence could push consumers toward fewer, higher-quality investment pieces.

While this might spark mental and financial relief for consumers, it’s not joyful for retailers—especially those in fast fashion, such as H&M, Zara, and Forever 21.

“We’re now in a time of transformation, and we see the trend towards ‘slow fashion’ away from ‘fast fashion’ as much more powerful than a fad,” says Jen Redding, a senior equity research analyst at Wedbush Securities.

當然，近藤麻理惠不是推動變革的唯一因素。“快時尚的光環似乎已經褪色，”雷丁說。“因為千禧一代比前幾代人更重視體驗、環境和人權問題，快時尚正在被取而代之。”雷丁解釋說，過去十年，快時尚嚴重破壞了零售行業，如今消費者對一次性廉價服裝的興趣減弱了。

并不是說時尚行業所有中端零售品牌都會在2019年遭遇下滑。雷丁以采用直銷模式的天才企業Everlane為例，說明產品質量更好的新興服飾零售商能適應任何年景。盡管傳說中的斷舍離有種種好處，卻并非所有人都認為近藤麻效應會對美國消費者產生足夠廣泛的影響，能長期讓零售業銷售發生重大變化。“在不遠的過去，這種程度的文化轉變通常是世界大戰等極端外部事件的結果。”全國商業和零售房地產公司Transwestern的合伙人卡倫·芬尼根說。

雖然近藤麻理惠本人可能建議人們把舊書整理出售或捐贈，但她的第一本書《怦然心動的人生整理魔法》（The Life-Changing Magic of Tidying Up）重新出現在了銷售排行榜上，出版五年后再次登上《紐約時報》（New York Times）暢銷書榜單。五年來，該書譯成了40多種語言，銷量超過700萬冊。（財富中文網）

本文另一版本刊載于《財富》雜志2019年2月刊，題為《近藤麻經濟學》。

譯者：Agatha

Kondo, of course, isn’t the only change agent here. “Fast fashion looks to have lost its luster,” Redding says. “It’s being displaced as Millennials place growing value on experiences, environmental, and human rights issues than in recent generations before it.” Fast fashion wreaked havoc in retail over the last decade, Redding explains, and consumers are now less interested in cheap, disposable clothing.

That’s not to say all mid-market fashion retailers can expect declines in 2019. Redding cited direct-to-consumer wunderkind Everlane as one example of newer retailers promising better-made apparel fit for any season. And for all the purported benefits of downsizing, not everyone sees the Kondo effect as having a sufficiently broad enough impact on the U.S. consumer base to materially affect retail sales over the long term. “In the recent past, a cultural shift of this magnitude was usually the result of an extreme external event, such as global war,” says Cullen Finnegan, an associate at Transwestern, a national commercial and retail real estate firm.

And while Kondo, herself, might suggest rounding up old books for resale or donation, her first title, The Life-Changing Magic of Tidying Up, is experiencing a resurgence on the sales charts, returning to the New York Times bestseller list after being published five years ago. It has since sold over seven million copies in more than 40 languages.

A version of this article appears in the February 2019 issue of Fortune with the headline “The KonMari Economy.”