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2020年01月22日 16:15:35来源:快乐常识

  • In the digital age, one way for a brand to make itself relevant is to get social media traction. By that measure, plus-size retailer Lane Bryant Inc. is succeeding.在数码时代,一个品牌要想获得知名度,在社交媒体上攒人气是个非常好的方法。从这个角度来看,大码女装零售商Lane Bryant公司正走在成功的路上。Lane Bryant Inc., which sells women’s clothing size 14 to 28, became a hot topic in social media after the company released an ad campaign featuring vamping, slightly-large supermodels in slinky lingerie, a not-so-subtle jab at Victoria’s Secret 2014 ads where ultrathin “angels” wore wings.Lane Bryant公司主营加大码女装,最近该公司发布的一则广告成为美国社交网络的热门话题。在这则广告中,一排“微胖界”女模特穿着清凉内衣,热辣出镜,矛头直指内衣品牌“维多利亚的秘密”2014年的广告“天使”。Hashtagged #ImNoAngel, the salvo from Lane Bryant’s CEO and President Linda Heasley aims to revitalize the flagging brand by cashing in on the growing “body-positive” movement.琳达o西斯里是Lane Bryant公司的CEO兼总裁,她之所以推出这则名为“我不是天使”的广告,就是为了利用时下正在兴起的“身材正能量”活动,以提振低迷的品牌形象。In one day, #ImNoAngel garnered 30,000 Facebook and Twitter mentions, 85% of them positive, according to Folke Lemaitre, CEO and founder of Engagor, an analytics firm monitoring social media. Twitter followers were growing 4 percent a day. Activity was 80% women 25 to 44. The terms used most often: “redefining body image,” and “celebrates women.”社交媒体分析公司Engagor创始人兼CEO福尔克o勒迈特雷表示,在短短一天内,“我不是天使”就在Facebook和Twitter上被提到了3万次,其中85%的都是正面的。该公司在Twitter上的粉丝一天就上涨了4%。80%的回应者是25到44岁的女性,出现频率最高的词就是“重新定义了身材形象”和“祝贺女性”。The ad’s four supermodels, wearing the Cacique lingerie line, suggestively whisper lines such as, “I mean honey, have you seen all this?” It aims at Victoria’s Secret’s “Perfect Body” campaign, which sparked petitions opposing the images. #ImNoAngel ads show some small rolls of flesh, and one model’s abdominal scar from ovarian cancer surgery.广告中出现的四名超模身穿Cacique系列内衣,暗示性地低声说出“亲爱的,你看见了吗?”。这针对的是“维多利亚的秘密”的“完美身材”广告,后者一经推出就遭到不少网民炮轰,甚至有人请愿要求将其撤下。而“我不是天使”中的超模们人人腰间都缀着“游泳圈”,一名模特的腹部甚至还有卵巢癌手术留下的疤痕。“Our brand has begun to change the conversation of traditional notions of beauty,” CEO Heasley crowed in a press statement.CEO西斯里在一份媒体声明中骄傲地宣称:“我们的品牌已经开始转变人们对美的传统观念。”CEO of the Columbus, Ohio-based company since 2013, Heasley has brought a few designer “sub-brands” to Lane Bryant, and chic athletic wear. (Lane Bryant is a unit of Ascena Retail group, with 767 stores and 7,900 U.S. employees.) For decades, Lane Bryant was derided as a down-market mall staple selling outdated, stretchy, dowdy coverups. “It’s a new Lane Bryant,” Heasley told industry journal Racked. Previously at the Limited, she added Eloquii, a fast-fashion, runway-inspired line similar to Zara’s, in large sizes.Lane Bryant公司的总部位于俄亥俄州哥伦布市。自2013年就任CEO以来,西斯里先后为公司带来了几个“子品牌”和运动女装。(Lane Bryant公司是Ascena Retail集团的子公司,在全美拥有767家商店和7900名员工。)几十年来,一直有许多人嘲笑该公司销售的低档老式胸罩。不过西斯里对行业杂志《Racked》表示:“现在我们已经是一家全新的Lane Bryant公司了。”在此前Lane Bryant供职于“维多利亚的秘密”的母公司Limited集团期间,她还推出过一个名叫Eloquii的平价女装品牌,亲民的价格与Zara有些类似,只不过它也是专门针对微胖界的大码产品。Capitalizing on the the “body-positive”movement is a good move for Lane Bryant, contends Ruth Bernstein, co-founder of YARD advertising agency, whose clients include Henri Bendel and Banana Republic. The campaign, after all, arrives as the the plus-size market is growing. Trendy, new entrants include Forever21, Hamp;M, and Wet Seal. Calvin Klein, Ralph Lauren, Tommy Hilfiger and Michael Kors license their names to plus-size lines. Yet other big names, including Saks Fifth Avenue, have exited; plus-sizebrand Avenue went bankrupt.广告公司YARD的联合创始人露丝o伯恩斯坦认为,抓住“身材正能量”运动的机会进行宣传,是Lane Bryant公司走出的一步好棋。毕竟如今大码女装的市场正在增长。且不说Forever21、Hamp;M和Wet Seal等品牌都开始做大码女装,就连Calvin Klein、拉夫劳伦、Tommy Hilfiger和Michael Kors也开始进入大码女装市场。其他一些知名品牌,比如Saks Fifth Avenue,则退出了大码女装领域,它的专业大码女装品牌Avenue也宣告破产。The problem is not a lack of large women: 64% of U.S. women are overweight, the Centers for Disease Control and Prevention says. Half of U.S. women wear size 14 or larger, and they hold about one-third of women’s overall apparel purchasing power—about .5 billion a year, says retail analysts NPD Group. Small niche companies addressing this market have seen sales rise 31% in the past two years, helped by a tidal wave of plus-fashion bloggers — some with branded clothing lines.美国其实并不缺女胖纸:根据美国疾病控制与预防中心的数据,64%的美国妇女都不同程度的体重超标。零售分析公司NPD集团的数据显示,半数美国女性都穿14码以上的衣,她们的装购买力占全体美国女性的三分之一,约为每年175亿美元。在过去两年里,瞄准这个小众市场的公司的销售额增长了31%。当然这也离不开一些做大码女装的网络红人推波助澜,一些网络红人还有自己的大码装品牌。Lane Bryant’s CEO has noticed. “I love going on bloggers’ sites,” Heasley told Biz Journal. “They teach me every day how we should be thinking about this.” And perhaps selling like this: curvy blogger Gabbi Gregg’s “fatkinis” – large two-piece suits — went viral in 2013 and 2014 and sold out in an hour.Lane Bryant公司的CEO也注意到了这一点,她对《Biz Journal》表示:“我喜欢看客网站,她们每天都在教我应该怎样考虑这件事。”以美国的客达人加比o格雷格为例(她自己就是个女胖纸),她推出的“肥基尼”(即肥版比基尼)曾在2013和2014年红极一时,上架不到一小时就被抢购一空。Fatkinis and #ImNoAngel are the latest wave in the body-positive movement, built on decades of feminist researchshowing the harmful effects of media images of rail-thin women. Dove’s landmark “Real Beauty” campaign, begun in 2004, took it mainstream, posing non-professionals in their underwear, eventually getting 65 million YouTube views.“肥基尼”和“我不是天使”只是“身材正能量”运动的最近一次发力。女权主义者几十年来的研究早已表明,媒体大力宣传的那种超瘦的“麻杆型”身材是有害的。多芬公司2004年推出的“真正的美”广告将身材正能量运动带入了主流,这则广告让非专业模特穿着内衣上镜,最终在YouTube上收获了6500万次的点击量。Still, Lane Bryant might have a tougher road. Studies show, for instance, that larger models don’t actually make womenfeel better. And some in the curvy community bemoaned the cat fight aspect of the campaign. “I don’t believe that as plus size women we must be pitted against mainstream ideals to be seen as beautiful,” plus-size fashion blogger Sarah Conley said.不过,摆在Lane Bryant公司前面的路也许依然不好走。研究显示,大码女装并不会令女性感觉更好。有些微胖界人士也对Lane Bryant利与“维多利亚的秘密”勾心斗角表示遗憾。大码女装主萨拉o康利就表示:“我不认为作为胖女人,我们必须与主流的审美理念作斗争。”It remains to be seen whether Lane Bryant can parlay this social media buzz into sales. “Consumers are intrigued,” says Engagor’s Lemaitre. “But it will be up to the company to deliver.”Lane Bryant公司能否利用此次社交媒体上的良好反响扩大销量,目前还有待观察。Engagor公司的勒迈特雷认为:“消费者的确被这则广告吸引了,但结果还要看该公司能拿出什么产品。” /201504/371651。
  • It may be a la mode to create lighter versions of our favourite snacks but one company has taken the trend rather literally.创意美食,点“亮”生活。不过,一家公司当真做到了把那些最受人们欢迎的副食“点亮”了。The world#39;s first glow in the dark ice cream was handed out to a cinema audience who were surprised to find their snacks glowed a fluorescent yellow when the lights went out.一群电影院的观众得到了世界上第一款在黑暗中发光的冰淇淋,他们惊讶的发现,当影厅灯熄灭之后,他们手中的美食闪着荧黄色的光芒。The futuristic frozen treat has been developed for Wall#39;s Ice Cream by food designers Bompas and Parr.这款前卫的冷饮是食物设计师邦帕和帕尔在和路雪的“可爱多”的基础上设计而成的。The sci-fi style snack appears to be nothing more than a normal mint Cornetto however once under UV lighting the sweet treat lights up in luminous colours.乍看之下,这种科幻风格的小吃似乎仅仅是一直普通的薄荷口味可爱多甜筒,但是,在紫外光的照耀下,这甜点会发出亮闪闪的光芒。According to Wall#39;s this is a world first and means that cinema goers can avoid a sticky spillages as they are able to see what they#39;re eating even in the dark.和路雪公司称,这是世界上第一款发光的冰淇淋,如此一来,看电影的人即使是在黑暗中也能看清自己吃的是什么,就能避免冰淇淋溢出来黏黏糊糊的粘在身上了。In order to create the gleaming gelato the ice cream is mixed with riboflavin which gives out a glow when under certain UV lights.为了制造出发光的冰淇淋,研究者在冰淇淋里加了核黄素,这种核黄素能在特定的紫外光照射下发光。Despite the fact that mobile phones are banned in cinema theatres as the light they give out provides a distraction,Bompas and Parr insist that the ice creams won#39;t create the same problem.虽然影院禁止观众使用手机,以免造成干扰,但邦帕和帕尔坚称这款冰淇淋不会制造同样的麻烦。The team at Bompas have since been developing further glow in the dark desserts using luciferin enzymes from genetically modified bacteria.邦帕的研究团队一直在研究通过转基因细菌提炼的萤光素酶制作在黑暗中发光的甜点的方法。#39;This is something quite special,#39; Bompas told Dezeen magazine #39;Using the same enzyme that fireflies and jellyfish use to fluoresce - that we use to make a fancy sauce for the dessert.#39;邦帕在接受设计杂志时说:“用和萤火虫和水母发光所用的生物酶同类的物质来制作一种特殊的调料,加在甜点里,这确实饶有意趣。”Although a fluorescent pudd may seem anything other than natural the team insist that it is a completely wholesome process...sort of, saying: #39;It#39;s totally organic and natural, if you#39;re okay with genetically modified organisms.#39;如果布丁会发光,似乎确不太自然,可是研究团队坚称,这种食品加工程序是全然无害的,他们说:“研制出来的发光食物完全是有机天然的,如果你不介意一点转基因的有机物的话。” /201411/345151。
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