优衣库新开了个神奇的店：不让买东西却大排长龙

Now, Asia’s largest clothing company and Uniqlo operator Fast Retailing Co., has given shoppers a glimpse of the future of high street retail and teased its debut online store – with a twist.

现在，亚洲最大的服装公司优衣库的母公司——迅销公司——为消费者们展现了未来高街零售的一点侧影，他们推出了自己的第一家在线门店；不过这个门店有一个和很多人预想的不一样的地方。

This isn’t an e-commerce site we’re talking about, it’s a bricks and mortar shop where you can only make purchases online.

我们可不是在说一个用来网购的页面，我们说的是一家实体店，而这家实体店只允许你在网上下单。

The new shop, Gu Style Store, opened in Tokyo’s Harajuku district and will be stocked full of the Japanese label’s colour co-ordinated clothes.

这家新店叫Gu Style Store，开在东京的原宿区，届时会摆满这家公司那色系齐全的服装。

The brand’s novel outlet enables customers to try on clothing for size and place orders online for home delivery – but nothing available’s to buy and take home while in store.

该品牌的这家新门店让消费者可以在店内试穿，然后在网上下单并回家收货，而店内的东西则不允许购买。

For those shopping in their lunch break and under time pressure, there’s also the option to play around with outfit ideas using a virtual mannequin.

对于那些只能午餐时间来店或者有其他要紧事的顾客，也可以用虚拟人体模型来尝试各种搭配。

The revolutionary move follows in the footsteps of Zara after the Inditex chain recently opened an online hub in the Westfield Stratford shopping centre.

优衣库的这一革新性举动是在紧随Zara的步伐，那家Inditex旗下的连锁品牌最近在伦敦西野的Stratford购物中心开了一家在线旗舰店。

With self-scan tills, automated online order points and behind-the-scenes robots packing up your beloved deliveries – it’s a sign the global company is moving with the digital era.

那里有自助的扫码器和自动的在线下单处，后台还有机器人帮你把心爱的货品打包发货；显然这家国际公司正在和数字化时代一起发展。

Meanwhile, Amazon’s Prime Wardrobe enables customers to order the clothes that have stolen their attention online before charging their card. Shoppers are then allowed to send any unwanted items back.

与此同时，亚马逊的Prime衣柜项目允许消费者先拿货再付款，他们可以直接下单免费获得那些抓住他们眼球的衣服，到手后再决定要不要买，不要的可以再寄回去。

“Among large specialty chain retailers, Fast Retailing has one of the most developed digital strategies,” Dairo Murata, an analyst at JP Morgan Securities, told the press. “They are doing it all in-house, and it allows them to be more competitive.”

摩根大通证券的分析师 Dairo Murata 告诉媒体说：“在大型的专业连锁零售商中，迅销的数字化战略是最先进的之一。而且他们的相关业务全是由公司内部负责，而非外包，这让他们拥有了更高的竞争力。”