为什么买家秀和卖家秀看起来差别这么大？！原来暗藏门道
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.
从高开叉裙到透明连体服，购物者几乎每一天都失望而归，网购的失败总是喜上头条。
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.
最近一位时尚人士揭露了狡猾的卖家如何利用技巧让廉价的衣服在网上看起很有质感。
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.
时尚名人卢卡斯说，机智的模特、巧妙的灯光和女裁缝不过是商家让衣服看起来不错的一些技巧。
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.
近几月，PrettyLittleThing、Boohoo, eBay 和H&M几家服装品牌都受到热议，这些热议来自一脸懵的消费者，他们打开快递，发现衣服根本不合适，更糟糕的是看起来和网上的广告完全不一样。
'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.
卢卡斯说：“正如我们所见，有时候很难收到和商家在网上卖得一模一样的衣服。”
'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.'
“通常卖家都会在现场拍摄时安排一位裁缝，调整衣服以适应模特，或者选模特的时候就选和衣服比例相同的，这样衣服就会看起来很完美。”
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.
“当然工作室的灯光和摄像都得是最好的，每套衣服要多拍150张照片，然后选出最好看的。”
'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].'
“不过网络卖家想在最好的灯光下展示产品可以理解，买家应该关注所有信息，比如衣服的材质，通常标签上会标明。”
However, shoppers should also be aware of sizing variations between different brands - especially online - Lucas warns.
卢卡斯还提醒消费者也要注意不同品牌之间尺码的不同。
'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.
“衣服尺码对消费者是个提示，可能很多人都会对英国的衣服尺码生气，因为每家的标准都不一样。”
'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.
“卖家各有不同，消费者也都知道。像M&S这样的卖家就会慷慨地改变尺寸。”
'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.
“这种改变不是虚无的变化，品牌会仔细研究关键的人口统计学、身材和尺寸，然后根据所有数据设计衣服的比例。”
'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这样的品牌就完全不同，它的受众是非常年轻的群体，所以尺寸必然比面向年纪大群体的品牌要偏小。”
Most importantly, Lucas stresses that shoppers should also learn to lower their standards in the age of fast fashion.
最重要的是，卢卡斯强调消费者要随着时尚快速的更新迭代降低标准。
He said: 'Consumers are increasingly expecting very low price points, yet their general expectations in regards to quality has not lowered.
“消费者越来越期待低价，但是对质量的要求却没降低。”
'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，所以买廉价物的时候期待就要放的现实一些，不要就会失望。”
'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?
“十英镑的衣服可能用最好的材料吗？八英镑的套头衫可能含高羊毛还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.'
“这些问题需要多问问自己，买便宜且非并不能满足自己需求的东西就是在浪费钱。”
MailOnline has contacted Boohoo for comment; eBay declined to comment.
媒体MailOnline联系了品牌Boohoo， eBay拒绝回复。
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的发言人说：“根据顾客反馈，2018年我们努力改变了女士服饰的尺寸，和英国的尺寸达成统一，以前的12码现在改成了10码。”
'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.
“这是一个缓慢的过程，顾客会体会到尺码的过渡期，也鼓励大家用我们的线上尺码指引咨询员工相关建议。”
'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.'
“我们相信这样的过渡期会提升英国顾客的购物体验，希望大家会因为我们倾听了宝贵的反馈而受到鼓励。”
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的发言人说：“在所有案例中，我们的顾客服务团队都和顾客取得联系，根据大家的抱怨提供了全额退款和未来的折扣。”
'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.'
“目前我们正在和质量把控部门回顾所有的问题，考虑到拍摄问题，我们又纳入了走秀视频，提供更好的视觉查看服饰风格和尺寸。”
How to avoid online shopping fails
如何避免网购失败
1. Be a discerning shopper
学会分辨
'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'
卢卡斯说：“去实体店看看人体模型，模型上的衣服都看起来很好，但是在试衣间就不一样了。网购时也要有这种想法。”
2. One size DOESN'T fit all
均码不适合所有人
'Online retailers use a range of suppliers, so sizing can differ from garments in the same brand'
“卖家用的是不同的厂家，所以同一品牌的衣服尺寸也可能不同。”
3. Check the measurements
检查三围
'Brands like ASOS are now giving recommended fit advice as they are aware that sizing differs so vastly from brand to brand'
“ASOS这样的品牌现在会提供推荐尺码，他们也清楚品牌间的尺寸非常不同。”
4. Get size savvy
对尺寸谨慎
'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'
“很多地方会展示模特穿的尺码，也有尺码指引，不过最好还是买来在家试一下。”
5. Be realistic
现实点
'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，买的时候要现实些不然会失望。”
（翻译：阿忙）
