爲什麼買家秀和賣家秀看起來差別這麼大？！原來暗藏門道
From crotch-grazing dresses to see-through jumpsuits, barely a day goes by without a disappointed shopper hitting headlines with yet another online shopping fail.
從高開叉裙到透明連體服，購物者幾乎每一天都失望而歸，網購的失敗總是喜上頭條。
And now a stylist has revealed the tricks of the trade that savvy retailers use to make their purse-friendly clothing look high quality online.
最近一位時尚人士揭露了狡猾的賣家如何利用技巧讓廉價的衣服在網上看起很有質感。
Clever casting, subtle lighting tricks and even having a seamstress on hand are just some of the ways companies can make clothes look as good as possible according to celebrity stylist Lucas Armitage.
時尚名人盧卡斯說，機智的模特、巧妙的燈光和女裁縫不過是商家讓衣服看起來不錯的一些技巧。
Brands including PrettyLittleThing, Boohoo, eBay and H&M have all come under fire in recent months from bemused customers who open their deliveries only to find that their clothes don't fit or, worse still, look nothing like the pictures used to advertise them online.
近幾月，PrettyLittleThing、Boohoo, eBay 和H&M幾家服裝品牌都受到熱議，這些熱議來自一臉懵的消費者，他們打開快遞，發現衣服根本不合適，更糟糕的是看起來和網上的廣告完全不一樣。
'As we have seen, it can sometimes be hard to see what you're actually getting as of course retailers want their products to look the best they can [online],' says Lucas.
盧卡斯說：“正如我們所見，有時候很難收到和商家在網上賣得一模一樣的衣服。”
'It's not unusual for retailers to have a seamstress on their shoot to tailor clothes to fit the model perfectly, or models are picked that have the exact same proportions of the clothing so that the garments will look perfect.'
“通常賣家都會在現場拍攝時安排一位裁縫，調整衣服以適應模特，或者選模特的時候就選和衣服比例相同的，這樣衣服就會看起來很完美。”
He adds: 'Of course the studio lighting and photography is all the best it can be and probably in excess of 150 photos are taken of each garment and only the best ever selected.
“當然工作室的燈光和攝像都得是最好的，每套衣服要多拍150張照片，然後選出最好看的。”
'Whilst it's understandable that online retailers will show their product of in the best possible light, the shopper should be looking at all the information such as the fabric composition which will be displayed somewhere [usually the label].'
“不過網絡賣家想在最好的燈光下展示產品可以理解，買家應該關注所有信息，比如衣服的材質，通常標籤上會標明。”
However, shoppers should also be aware of sizing variations between different brands - especially online - Lucas warns.
盧卡斯還提醒消費者也要注意不同品牌之間尺碼的不同。
'Dress size is a guide for the shopper and, much to many people's annoyance, UK dress sizes do not have consistent measurements and dimensions across retailers.
“衣服尺碼對消費者是個提示，可能很多人都會對英國的衣服尺碼生氣，因爲每家的標準都不一樣。”
'Retailers can vary from store to store as many shoppers will know. A retailer like M&S, for example, cuts their sizes to be generous.
“賣家各有不同，消費者也都知道。像M&S這樣的賣家就會慷慨地改變尺寸。”
'This isn't just always about vanity sizes, but brands will look closely at their key demographic and their shapes and sizes, and then create proportions for their dress sizes based on all the data.
“這種改變不是虛無的變化，品牌會仔細研究關鍵的人口統計學、身材和尺寸，然後根據所有數據設計衣服的比例。”
'A brand like Boohoo by contrast is aimed at a very young audience so their sizes will inevitably fit a lot smaller than brands aimed at older women.'
“Boohoo這樣的品牌就完全不同，它的受衆是非常年輕的羣體，所以尺寸必然比面向年紀大羣體的品牌要偏小。”
Most importantly, Lucas stresses that shoppers should also learn to lower their standards in the age of fast fashion.
最重要的是，盧卡斯強調消費者要隨着時尚快速的更新迭代降低標準。
He said: 'Consumers are increasingly expecting very low price points, yet their general expectations in regards to quality has not lowered.
“消費者越來越期待低價，但是對質量的要求卻沒降低。”
'Cheap clothes are produced by stripping back to the bare minimum and when your buying cheap items of clothing your expectations need to be realistic to avoid disappointment.
“便宜的衣服成本都非常低，所以買廉價物的時候期待就要放的現實一些，不要就會失望。”
'Will a £10 dress be made using the best quality fabric? Does a jumper that costs £8 have a high wool content or will it be mostly acrylic?
“十英鎊的衣服可能用最好的材料嗎？八英鎊的套頭衫可能含高羊毛還是可能主要由丙烯酸做的？”
'These questions are things you need to ask yourself because even buying inexpensive items that do not fit your needs and expectations means your wasting money.'
“這些問題需要多問問自己，買便宜且非並不能滿足自己需求的東西就是在浪費錢。”
MailOnline has contacted Boohoo for comment; eBay declined to comment.
媒體MailOnline聯繫了品牌Boohoo， eBay拒絕回覆。
An H&M spokesperson said: 'Following customer feedback, in 2018 we took steps to change our womenswear measurements to be in line with UK sizing - for example the previous measurements and fit of a size 12 are now the measurements of a size 10.
H&M的發言人說：“根據顧客反饋，2018年我們努力改變了女士服飾的尺寸，和英國的尺寸達成統一，以前的12碼現在改成了10碼。”
'This is a gradual process whereby customers will experience a transition period between sizing measurements, and customers are encouraged to use our sizing guides online or ask our store staff for advice when shopping.
“這是一個緩慢的過程，顧客會體會到尺碼的過渡期，也鼓勵大家用我們的線上尺碼指引諮詢員工相關建議。”
'We believe this transition will improve our overall shopping experience for the UK and we hope our customers will feel encouraged we have listened to their valuable feedback.'
“我們相信這樣的過渡期會提升英國顧客的購物體驗，希望大家會因爲我們傾聽了寶貴的反饋而受到鼓勵。”
A spokesperson for PrettyLittleThing said: 'In all instances, our customer service team got in touch with the customers following their complaints to offer a full refund on the items as well as offering future discounts.
PrettyLittleThing的發言人說：“在所有案例中，我們的顧客服務團隊都和顧客取得聯繫，根據大家的抱怨提供了全額退款和未來的折扣。”
'We are currently reviewing all concerns raised with our QC department. In terms of our shoots, we now include catwalk videos across our Ecom for products to allow greater visibility on styles and fits.'
“目前我們正在和質量把控部門回顧所有的問題，考慮到拍攝問題，我們又納入了走秀視頻，提供更好的視覺查看服飾風格和尺寸。”
How to avoid online shopping fails
如何避免網購失敗
1. Be a discerning shopper
學會分辨
'Think about walking in a shop and looking at a mannequin,' says Lucas. 'The clothes always look great on them but it's a different story in the fitting room; the same thoughts should be applied when people are shopping online'
盧卡斯說：“去實體店看看人體模型，模型上的衣服都看起來很好，但是在試衣間就不一樣了。網購時也要有這種想法。”
2. One size DOESN'T fit all
均碼不適合所有人
'Online retailers use a range of suppliers, so sizing can differ from garments in the same brand'
“賣家用的是不同的廠家，所以同一品牌的衣服尺寸也可能不同。”
3. Check the measurements
檢查三圍
'Brands like ASOS are now giving recommended fit advice as they are aware that sizing differs so vastly from brand to brand'
“ASOS這樣的品牌現在會提供推薦尺碼，他們也清楚品牌間的尺寸非常不同。”
4. Get size savvy
對尺寸謹慎
'Most sites display what size the model is wearing and have size guides to help but it is always best to order and try on at home'
“很多地方會展示模特穿的尺碼，也有尺碼指引，不過最好還是買來在家試一下。”
5. Be realistic
現實點
'Cheap clothes are produced by stripping back to the bare minimum and when your buying cheap items of clothing your expectations need to be realistic to avoid disappointment'
“便宜的衣服成本低廉，買的時候要現實些不然會失望。”
（翻譯：阿忙）
