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    零售商開始設立“中性”玩具售賣區

    零售商開始設立“中性”玩具售賣區

    《財富》編輯部 2021-11-27
    卡車不會只是男童區的專屬玩具,而玩偶也不會只是女童區的專享。

    假日購物季已經到了。無論是上實體店,還是在網上購物,那些購物清單基本空空如也的父母必然會看到,一些公司正在全力以赴地上架不分男女的服飾和玩具。然而,這一改變背后的原因是什么呢?

    這個話題在10月份引發了《財富》雜志高級主編柯問思的注意,當時加州通過了要求大型零售商設立中性玩具售賣區的法律。作為《財富》Reinvent播客聯合主持人,柯問思說:“因此最終,卡車不會只是男童區的專屬玩具,而玩偶也不會只是女童區的專享?!?/p>

    柯問思還表示,她對于這個話題可謂是感同身受。她說:“我有一個快兩歲的女兒,我們對于性別固化特別在意,而且對于她玩的玩具類型也是毫不在意。我女兒對卡車和轎車的喜愛程度不亞于玩偶。然而,經常令我感到驚訝的是,當我給她穿上藍色外套或戴上藍色帽子時,人們會以為她是一個男孩。你確實會有一種與這些社會規范做斗爭的感覺,而且這些規范基本無法動搖?!?/p>

    長期以來,粉色一直都是美泰(Mattel)標志性芭比品牌最中意的顏色,但這一點正在發生變化。一個名為Creatable World的新系列玩偶便主打中性服飾和顏色,并擁有更多的膚色和發型。

    這些變化背后的商業邏輯是什么?《財富》高級主編、Reinvent播客聯合主持人葛繼甫說:“零售商與消費品制造商所從事的工作就是感知社會現狀和趨勢。我對他們目前所做的事情及其效果如何十分感興趣?!?/p>

    羅布·加勒特·史密斯擔任零售高管已有30年的時間,曾供職于耐克、梅西百貨(Macy's)和李維斯(Levi Strauss)等多個品牌。2018年,他成立了無性別差異店面和社區The Phluid Project。

    史密斯說:“我與大企業交談的越多,他們就越意識到包容性將成為未來的一部分,而且也是長期維系其業務可持續性的一種方式?!?/p>

    在《財富》這期Reinvent播客中,史密斯與柯問思和葛繼甫探討了中性化產品和零售的未來,這是一檔教人們如何在一個顛倒的世界中通過努力拼搏發展壯大的播客節目。參與這期播客的嘉賓還有美泰芭比娃娃和時尚娃娃高級副總裁兼全球設計主管金·卡爾蒙、NPD集團美國玩具業務副總裁兼行業顧問朱莉·萊納特,以及A&F(Abercrombie & Fitch)高級副總裁兼GH(Gilly Hicks)品牌總經理金柏莉·多爾德。(財富中文網)

    譯者:馮豐

    審校:夏林

    假日購物季已經到了。無論是上實體店,還是在網上購物,那些購物清單基本空空如也的父母必然會看到,一些公司正在全力以赴地上架不分男女的服飾和玩具。然而,這一改變背后的原因是什么呢?

    這個話題在10月份引發了《財富》雜志高級主編柯問思的注意,當時加州通過了要求大型零售商設立中性玩具售賣區的法律。作為《財富》Reinvent播客聯合主持人,柯問思說:“因此最終,卡車不會只是男童區的專屬玩具,而玩偶也不會只是女童區的專享?!?/p>

    柯問思還表示,她對于這個話題可謂是感同身受。她說:“我有一個快兩歲的女兒,我們對于性別固化特別在意,而且對于她玩的玩具類型也是毫不在意。我女兒對卡車和轎車的喜愛程度不亞于玩偶。然而,經常令我感到驚訝的是,當我給她穿上藍色外套或戴上藍色帽子時,人們會以為她是一個男孩。你確實會有一種與這些社會規范做斗爭的感覺,而且這些規范基本無法動搖?!?/p>

    長期以來,粉色一直都是美泰(Mattel)標志性芭比品牌最中意的顏色,但這一點正在發生變化。一個名為Creatable World的新系列玩偶便主打中性服飾和顏色,并擁有更多的膚色和發型。

    這些變化背后的商業邏輯是什么?《財富》高級主編、Reinvent播客聯合主持人葛繼甫說:“零售商與消費品制造商所從事的工作就是感知社會現狀和趨勢。我對他們目前所做的事情及其效果如何十分感興趣?!?/p>

    羅布·加勒特·史密斯擔任零售高管已有30年的時間,曾供職于耐克、梅西百貨(Macy's)和李維斯(Levi Strauss)等多個品牌。2018年,他成立了無性別差異店面和社區The Phluid Project。

    史密斯說:“我與大企業交談的越多,他們就越意識到包容性將成為未來的一部分,而且也是長期維系其業務可持續性的一種方式?!?/p>

    在《財富》這期Reinvent播客中,史密斯與柯問思和葛繼甫探討了中性化產品和零售的未來,這是一檔教人們如何在一個顛倒的世界中通過努力拼搏發展壯大的播客節目。參與這期播客的嘉賓還有美泰芭比娃娃和時尚娃娃高級副總裁兼全球設計主管金·卡爾蒙、NPD集團美國玩具業務副總裁兼行業顧問朱莉·萊納特,以及A&F(Abercrombie & Fitch)高級副總裁兼GH(Gilly Hicks)品牌總經理金柏莉·多爾德。(財富中文網)

    譯者:馮豐

    審校:夏林

    The holiday shopping season has arrived. While out in stores or, of course, shopping online, parents, aunts, uncles, and anybody else who has littles on their list are sure to see that some companies are going all-in on gender-inclusive clothing and toys. But what's the motivation behind this shift?

    The topic caught Fortune senior editor Beth Kowitt's attention in October, when California passed a law that would require large retailers to have gender-neutral toy sections. "So essentially," says Kowitt, cohost of Fortune's Reinvent podcast, "you will no longer just find trucks in the boys' section and dolls in the girls' section."

    Kowitt adds that the topic is also a personal one for her: "I have an almost two-year-old daughter," she says. "We've tried to be really conscious of gender stereotypes and to be agnostic when it comes to the type of toys she plays with. She loves her trucks and cars just as much as she loves her baby doll. But it's amazing to me how often, when I put her in a blue coat or a blue hat, that people think she's a boy. You really do feel like you're fighting against these societal norms that are just so hard to shake."

    Pink has long been the color most attached to Mattel's iconic Barbie brand. But that's changing. A new line of the dolls, Creatable World, features gender-neutral clothing and colors, as well as more skin tones and hairstyles.

    As for the business logic behind these changes? "Retailers and manufacturers of consumer goods are in the business of sensing what the society is doing and where it's moving," says Geoff Colvin, Fortune senior editor and cohost of Reinvent. "I'm interested to learn what they're doing and how well it's working."

    Rob Garrett Smith spent 30 years as a retail executive at brands including Nike, Macy's, and Levi Strauss. In 2018, he founded The Phluid Project, a gender-free store and community.

    "The more I speak to big businesses, they realize that being inclusive is being part of the future and is the way that their business will be sustainable in the long run," Smith says.

    Smith joins Kowitt and Colvin on this episode of Fortune's Reinvent, a podcast about fighting to thrive in a world turned upside-down, to discuss gender-neutral products and the future of retail. Also on the show are Kim Culmone, SVP and global head of design for Barbie and fashion dolls at Mattel; Juli Lennett, VP and industry advisor for The NPD Group's U.S. toys division; and Kimberly Dolder, SVP and general manager of Gilly Hicks at Abercrombie & Fitch. Listen to the full episode below.

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