Why Gen Z Is Crushing Over Brand Dolls Kill
圖片來源：上海大學-巴黎國際時裝藝術學院
Dolls Kill是Z世代最為狂熱的一家線上時裝店，我們對這個古怪的品牌有太多的不了解，創始人Shaudi Lynn原先只是寄身於Ebay上的小賣家，是如何成功獨自一人經營，而這也只是其中之一。 Dolls Kill相較其他熱門時裝零售商，又有哪些獨特之處呢？ 現在是時候看看這個成功的創業公司，為什麼Dolls Kill能夠成為最新一代的時尚品牌。
Dolls Kill founder Shaudi Lynn, went from slogging clothes on Ebay to running one of Gen Z's favorite online fashion stores, all by herself and that's just one of many reasons we can't get enough of this kooky brand. So what does Dolls Kill have that other popular fashion retailers simply don't? It's time to look at this successful startup and investigate just why Dolls Kill is the fashion brand on the lips of the latest generation.
Dolls Kill's Unique Selling Points
Dolls Kill的獨特賣點
也許您還沒關注過Dolls Kill，那我能告訴你的是，該品牌是線上時裝商店的黑馬。 節日服裝在幾年前爆炸式增長，而當時的領先品牌認為花很多錢在節日服裝上的做法不會長久，然而Dolls Kill機智多了。 他們抓住這一要點：哪些節日迷們非常注重自己的服裝，並且大多數人只會穿一次！
Incase Dolls Kill hasn't been on your radar at all, consider this brand to be the dark horse of the online fashion stores. Festival wear really exploded a few years ago and while the leading brands of the time presumed the idea of spending lots of money on dramatic outfits for festivals would be a short lived phase, Dolls Kill knew better. They decided to capitalize on the fact that festival goers take their outfits very seriously and most will only wear the outfit once!
Dolls Kill著重節日服裝，只生產最搞怪的時裝，尤其是那些自己根本沒想過會穿的，吸引特定的追隨者。 任何一件單品都不會掩飾自己的惹眼，誇張或者怪異。 越大越大膽越好，他們的粉絲似乎也同意。 Dolls Kill網站的副標題是「修身守法小姐姐的精品店」，店名就說明了一切。 他們的最新系列包括受邪典電影《低俗小說》（Pulp Fiction）在內的許多作品的啟發，包括亮黃色印花連帽衫、相配的T恤，風衣夾克和格蘭達襯衫。 還有大量的羽毛質地、羽毛、天鵝絨、亮片，帶有深色邊緣的稚氣印花，全息圖案服裝，當然還有配飾還沒有提到！
Dolls Kill took festival wear up a notch and have built a cult following for themselves by producing only the most outrageous pieces of fashion, particularly things you wouldn't even dream of wearing. No piece is too loud, too over the top or too weird for that matter. The bigger and bolder the better and their fans certainly seem to agree. Dolls Kill's strap line is 「The Online Boutique For The Misfits and Miss Legits」 which really says it all. Their latest collection includes many pieces inspired by the cult film Pulp Fiction including bright yellow printed hoodies with matching t-shirts, windbreaker anoraks and granda shirts. There's also an explosion of pleather textures, feathers, velvet, sequins, childish prints with a dark edge, full holographic outfits and we haven't even mentioned the accessories yet!
Dolls Kill對其產品進行分類的方式也是獨具一格。 客戶劃分用七個娃娃（dolls）來標記，每個娃娃都有自己的名字，不同的時尚感和個性，顧客可以從任一個娃娃的虛擬衣櫥中選購。 一個公主叫Coco，她喜歡夏威夷和日本時尚，喜歡閃閃發光的水鑽和女權物件。 她有永遠完美的睫毛，永遠精緻的指甲。 另外還有Mercy公主。 她的風格和性格要黑暗許多，有點巫婆，她喜歡蜘蛛和天鵝絨，標誌性的風格是哥德式。 還有Willow公主，波西米亞風的節日寶貝，Kandi是派對女王，Darby是70年代的朋克搖滾歌手，還有Mia，性感的運動型公主。
Even the way Dolls Kill categorizes their products is unique in itself. Broken down into seven Dolls, each with their own name, fashion sense and personality, customers can shop from just one doll's virtual closet or from all seven. One doll is called Coco, she's into Kawaii and Japanese fashion, loves sparkly rhinestones and all things girl power. She's always got perfectly applied lashes and never misses a manicure. On the flip side, there's also the character of Mercy. She's much darker in style and personality, a little bit witchy, she loves spiders and velvet and her signature style is gothic. There's also Willow, the festival boho babe, Kandi, the rave queen, Darby, the 70's punk rocker and Mia, the sexy athleisure princess.
可以肯定地說，他們的服裝有著明確而獨特的方向，但是他們的撰文風格和與粉絲交流的方式同樣活潑而明確。 在他們的網站上，品牌故事一欄，Dolls Kill並沒有像所有品牌那樣訴說著品牌歷史，以什麼為代表，以及是如何起步的，而是採用了更潮的方法。 頁面上發布了一些動感的圖片，來自拍攝的照片，並以短語和引語貫穿整個故事，以抽象的方式講述這些故事。 標題為「釋放您的內心」，而娃娃的所有個性特徵都在旋轉木馬中閃爍。 提到一句話與 Dolls Kill七種娃娃的態度類型有關，如「我們在學校是青銅，在夜店是王者」。
It's safe to say their clothing has a clear and unique direction but their voice and the way they communicate with their fans is just as sassy and defined. On their website, under the About Us story, instead of telling us all about their history, what they stand for and how they started like the majority of brands do, Dolls Kill take a more modern approach. The page is littered with some of their most dynamic images from photoshoots and peppered through with phrase's and quotes that tell a story in an abstract way. The heading reads 「Release Your Inner」 while all of the personality traits of the dolls themselves flash through in a carousel. Another phrase mentioned relates to the type of attitude of a Dolls Kill girl,「We are back of the class and front of the club.」
最後，圖像化的品牌故事，配上創始人的引語：「我記得總是有這種違背傳統的願望。 這種感覺從未離開過我。 我認為它永遠不會得到祝福。 在這裡，我們稱其為「 我不鳥他」態度。 有些人則更有甚之，但這並不重要，因為它在我們所有人的內心深處， 釋放它。」
Finally, the pictorial about us story is complete with a quote from the founder herself, 「I remember always having this desire to go against the grain. And that feeling has never left me. I don't think it ever leaves anyone who is blessed with it. Here we call it the 「IDGAF」 attitude. Some have it more than others but it doesn't matter because it's inside all of us. Unleash it.」
多類型模特
Diverse Models
Dolls Kill非常確切地知道目標受眾想要穿什麼，以及如何與他們交流，也非常了解客戶看中什麼。 Z世代一族注重運動，也在不斷改變我們當今的世界和社會。其中一部分就是包容性，做真實的自己，能夠去接受多樣化的模特類型。Dolls Kill的款式有特大號的，聘用的模特，不僅有常規模特，還有大碼模特，不同血統和膚色的模特，而且他們的大碼模特和我們習慣看到的很不一樣。雖然模特一樣都很漂亮，但是大多數品牌的大碼模特的比例仍然很完美，很少會有妊娠紋或遊泳圈，膚色也有很高的光澤度。但是大多數女人，無論是否穿大號衣服，都不希望看到完美無瑕的模特，他們希望看到瑕疵、贅肉。這使衣服更能顯出實際效果，這樣他們可以更清楚實際地了解衣服在不完美身材的上身效果。
Aside from Dolls Kill knowing exactly what their target audience wants to wear and how they want to be spoken to, they're also adapt at knowing what their customers value. Gen Z are all about movements and making changes to our world and society as we know it today, for the better. Part of this is inclusivity, being authentic and diversifying the kind of people we usually see modeling clothes. Dolls Kill are ticking major boxes when it comes to their models, not only are they using plus size models as well as regular models, women of different origins and skin colors, but their plus size models have a very real life difference to the plus size models we're so used to seeing. While we believe that every body is beautiful, most plus size models are still perfectly in proportion, few or airbrushed out stretch marks and cellulite and generally, very toned and polished. But most women, plus size or not don't want to see flawless model bodies, they want to see the imperfections, the lumps and bumps. This makes the clothing more relatable and they can actually see more clearly how the garment would look on their normal, imperfect bodies.
很多人都會拿Dolls Kill與Nasty Gal的成功故事相比，這也不足為奇。 但是， Dolls Kill不會有和Nasty Gal相同的命運來給自己的品牌畫上句號。 最近，Dolls Kill在舊金山開設了第一家實體店，雖然目前只是一家快閃店，但未來已有非常龐大的擴張計劃。
It's not surprising that Dolls Kill has been in many ways compared to the success story of Nasty Gal. However, Dolls Kill is determined not to end up with the same fate as its comparison. Recently, Dolls Kill has opened up their first brick and mortar, physical shop in the founder's home of San Francisco and while it is currently only running as a pop up shop, there's big plans for expansion in their future.
上海大學巴黎國際時裝藝術學院（Shanghai University - MOD'ART International），成立於2003年，被外界譽為」上海時裝界的黃埔軍校「，是國內第一個在上海創辦的中法合作時裝設計學院，國內率先引進法國奢侈品營銷與管理專業和時尚傳播專業。受到中國服裝協會、中國服裝設計師協會、中國國際貿易促進會紡織行業分會等專業社會團體的支持。