How Can Nasty Gal Achieve Annual Income Of $130 Million?

In 2006, after dropping out of the American photographic art school, Sophia Amoruso, 22, set up a women's clothing shop, Nasty Gal, specializing in the sale of ancient clothes on the shopping website eBay, Sophia Amoruso. Like every shop owner who has just opened shop, Sophia, who runs the store independently, spends hours at the nearby discount stores looking for clothes that fit together, then designs them for better designs and sells them online. She spent $8 on a second-hand leather jacket and then sold it for $1000 at the shop.

The small and medium-sized second-hand clothing store became famous overnight and brought her 2500 dollars in just a week, which is much more than a month ago. A year later, Sophia closed the shop on eBay and formally established Nasty Gal. Since then, her income has risen again and again, rising from $220 thousand in 2008 to $23 million in 2011. Last December, Nasty Gal opened its first flagship store in Losangeles, which has nearly $130 million a year. And the Nasty Gal, the Private Companies named after Ping Ke Song, has become Inc. Magazine's annual "fastest growing retailer".

Last May, 30 years old. Sophia Her autobiography, the girl boss, has also won the bestseller list in the US, so her title is one of the best sellers. In the book, she tells about her early life and the experience of starting a shop.

In the early autobiography, Sophia had been very resistant to capitalism. In her autobiography, she described in detail the days when garbage picking was everywhere, and resisting capitalism became an excuse for her habit of shoplifting. From the beginning, Sophia showed a very smart side, even at the lowest point of her time. Whether it's selling a bunch of stolen books at Amazon for $200 or refusing to shop in mainstream stores, Sophia's youth rebellion has become a solid foundation for her future venture.

Sophia described the ups and downs in life with a sincere attitude. Unable to concentrate on school, she finally decided to leave home and ride on the west coast. Once she issued a Victoria's Secret credit card to get a $28 bra, and then forgot to repay it. This minor incident damaged her credibility, but became an asset after her own study and efforts. And then she learned how to manage capital without relying on credit cards or loans. Nasty Gal 。

After the establishment of the shop, Sophia studied the merchandise vision himself. display This skill gives a lot of people the pleasure of clicking on the pictures in the store. After the overnight explosion of the second-hand shop, Sophia applied the trick to everything she did. Sophia attaches great importance to the "packaging" of every item. She will let beautiful models put on the clothes and pose in the shop. These models are all high school girls she came from Myspace, and the reward is just a hamburger.

Nasty Gal takes full advantage of the convenience and influence of Myspace, Facebook, Twitter and picture sharing website Instagram, and can keep interacting with customers all the time. From a slightly rude text to a picture on Instagram, and to the opening of the first flagship boutique in Losangeles, the shop even wrote a slogan: "no, it's not a yellow web site." Sophia listened to customer's advice very early, and this is something other businesses have just realized.

Nasty Gal only purchases Limited cargo to avoid losses caused by backlog. "I built a profitable company, but I didn't want to be in debt." Sophia said, "every point I get will go back to business again, which is why Nasty Gal can succeed."

In the early days of entrepreneurship, she tried to abide by the true meaning of bad girl's brand. According to Sophia himself, the target customers of Nasty Gal are teenage to twenties, confident young girls. They know how to dress together, like sexy fans, and don't be afraid of make-up and short skirts. Sophia also knew that dressing up beautifully was not the ultimate goal. Dressing up was for the sake of bright and beautiful experience. After the explosive growth of the company's business and moving to Losangeles, she still tries to preserve this culture.