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杀手包,饺子包,这些奢侈品手袋的昵称是怎么来的?

作者:123亚博足彩娱乐 | 来源:网络整理 | 时间:2019-05-15 09:29:36
China’s?appetite?for?fashion?is?mostly?focused?onforeign?labels,?especially?when?it?comes?to?luxuryhandbags.?But?the?carefully?considered?titles?thatimage-conscious?luxury?brands?give?their?bagsaren’t?necessarily?how?China’s?shoppers?refer?tothem.
中国人对时尚的兴趣主要集中在外国品牌上,特别是奢侈品手袋。但这些注重形象的奢侈品手袋的经过仔细斟酌的名称却并不一定是中国消费者对它们的称呼。
In?an?April?report,?consultancy?McKinsey?&?Company?noted?that?China’s?young?luxury?shoppersaren’t?loyal?to?brands?so?much?as?to?“iconic?brand-product?combinations.”?The?French,?English,?and?Italian?names?those?products?bear,?however,?can?be?difficult?to?translate?and?pronounce,?soChinese?shoppers,?especially?online,?will?often?refer?to?them?by?nicknames?instead.?That?makesit?“easier?to?share?and?discuss?a?product?on?social?media,?or?to?talk?about?in?person?with?salesstaff,”?the?report?notes.
麦肯锡咨询公司在4月的一份报告中指出,中国年轻的奢侈品消费者对品牌的忠诚度不如对“标志性的品牌产品组合”那么高。很多奢侈品的名称是法语、英语和意大利语,很难翻译和发音,因此中国消费者尤其是网上消费者常常会用昵称来称呼它们。报告指出,这使得“在社交媒体上分享和讨论产品或与销售人员面对面讨论产品变得更容易”。
Business?of?Fashion?unpacked?a?few?of?these?names,?which?are?generally?based?on?the?way?aproduct?looks,?a?transliteration?of?the?name,?or?a?reference?to?pop?culture–coupled,?of?course,?with?the?cheeky?sense?of?humor?people?have?on?platforms?such?as?WeChat?and?Weibo.?Theresult?is?coveted?high-end?handbags?known?locally?by?monikers?such?as?the?“killer”?or?“piglet.”
英国时装商业评论公司解读了几个昵称,这些名称通常是基于产品外观、名称音译或流行文化——当然,还有人们在微信和微博等平台上的幽默得来的。其结果就是令人垂涎的高档手袋在中国被冠以“杀手包”或“小包”等名称。
The?killer
杀手包
In?the?2011?movie?Mission?Impossible:?Ghost?Protocol,?an?assassin?named?Sabine?Moreau—played?by?actress?Léa?Seydoux,?who?also?starred?in?a?commercial?for?Prada’s?“Candy”?fragrance?that?year—?carries?a?Prada?Saffiano?Lux?tote.?That?cameo?earned?the?bag?thenickname?of?the?“killer”?in?China.
在2011年上映的电影《碟中谍4:幽灵协议》中,一个名叫萨比娜·莫罗的杀手背着一个普拉达的SaffianoLux手提包。这款包由此在中国获得了“杀手包”的绰号。这一配角由女星蕾雅·赛杜扮演,当年她还出演了普拉达的糖果香水广告。
The?catfish

The?belt?that?gives?Celine’s?Belt?bag?its?actual?name?dangles?down?on?each?side,?giving?the?baga?distinctive?look?that?resembles?the?face?of?a?catfish—the?name?by?which?the?bag?is?oftenknown.
赛琳Belt包的实际名称源自它的背带,这个背带下垂到两边,让包呈现独特的外观,就像鲶鱼的脸——于是便有了这款包众所周知的名称。
The?dumpling
饺子包
Longchamp’s?Le?Pliage?bag?took?its?inspiration?from?origami.?But?the?bag’s?shape?recalls?adifferent?inspiration?to?luxury?consumers?in?China:?a?dumpling.
珑骧Le?Pliage包的灵感源自折纸艺术。但这种包的形状让中国奢侈品消费者产生了不同的灵感:饺子。
The?piglet
小猪包
Sometimes?it’s?not?the?look?of?a?bag?but?the?sound?of?its?name?that?prompts?shoppers?to?give?ita?new?title.?Chloé?dubbed?its?bag?the?Drew,?a?name?that?sounds?similar?to?the?Chinese?word?for“pig,”?hence?its?renaming?as?the?“piglet”?bag.
有时候,促使消费者给一款包取新名称的不是它的外表,而是它名称的发音。蔻依给它的一款包取名为Drew,这个名称听起来类似中文的“猪”,因此它被称为“小猪”包。
The?wonton
馄饨包
Gabriela?Hearst’s?Nina?bag?is?another?that?bears?a?strong?resemblance?to?food.?In?this?case,?it’s?a?wonton.
加布丽拉·赫斯特的Nina包是另一种与食物极为相似的包——这次是馄饨。
McKinsey’s?report?notes?that?the?great?majority?of?Chinese?luxury?shoppers?born?in?the?1980sand?1990s?only?made?their?first?luxury?purchase?within?the?last?three?years.?They?may?not?beintimately?familiar?with?the?foreign?brands?they’re?buying?from,?or?the?preferred?names?thosebrands?give?their?products.
麦肯锡的报告指出,绝大多数出生于20世纪80年代和90年代的中国奢侈品消费者在过去三年才第一次购买奢侈品。他们或许并不十分熟悉自己购买的外国品牌,或者这些品牌给自己产品起的名称。
But?the?nicknames?aren’t?only?used?by?young?shoppers. “They’ve?become?the?Chinese?name?forcertain?products,”?Tao?Liang,?a?major?Chinese?influencer?(or?KOL,?aka?key?opinion?leader,?asthey’re?known?in?China)?called?Mr.?Bags?told?Business?of?Fashion.
但并不是只有年轻的消费者使用这些昵称。中国手袋届的关键意见领袖、“包先生”陶亮告诉英国时装商业评论公司说:“这些昵称已经成为某些产品在中国的产品名称。”
“For?example,?when?you?ask?someone?about?Le?Pliage,?they?might?not?know?what?it?is,?butwhen?you?mention?Longchamp’s?‘Dumpling?Bag’?they’ll?get?it,?even?if?they’re?not?hardcorefashion?fans.”
“比如说,如果你问别人知不知道Le?Pliage包,他们也许根本不知道是哪款,但如果你提到珑骧的‘饺子包’,他们就懂了,即便他们不是硬核时尚粉丝。”转 载 请 保 留地 址:1 23亚博足彩娱乐
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