我爱自由的个人主页 - 老虎社区

我爱自由

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IP属地：北京

85关注

3粉丝

2主题

0勋章

2020-06-16

$蔚来(NIO)$大家都来晒下现在的仓位吧，我先来，700

2023-03-28

$SVB FINANCIAL GROUP(SIVBQ)$

2021-02-23

$天演药业(ADAG)$这股太稳了，大盘涨不涨，大盘不跌

2018-06-18

感觉最多到35也就差不多了

$好未来(TAL)$ part1出来以后，大家应该也都有了一个基本的预期了，事情不大也不小，腰斩基本上无望，25%的下探我觉得浑水也应该满足了

感觉最多到35也就差不多了

2021-03-11

$柯达(KODK)$如果贷款真下来，还能翻个倍吗？

2020-10-02

$小鹏汽车(XPEV)$能到17？

2020-06-15

$蔚来(NIO)$今晚上可以冲一下7的关口

2021-10-29

$微美全息(WIMI)$5.2 先出了1000股，后面跌下来再补，5.5 以上涨0.2卖200

2020-09-18

$Unity Software Inc.(U)$75-77

2021-02-20

$第九城市(NCTY)$这股还能买吗，有点忍不住了，眼睁睁看着翻了好几倍[笑哭]

2021-02-23

$微美全息(WIMI)$感觉今晚上不少老人把筹码交出来了

2020-10-05

$Snowflake(SNOW)$这股不给上车机会啊

2020-09-17

$Snowflake(SNOW)$都来预测今天走势？我猜会在10个点左右震荡，收盘220左右

2020-09-18

$Snowflake(SNOW)$感觉今晚会探底到180-190，可以考虑开始建仓了

2021-02-11

$微美全息(WIMI)$今晚能翻红？

2021-02-10

$天演药业(ADAG)$盘前没量啊

2021-11-05

能不能不要换算美元[开心]

抱歉，原内容已删除

2021-02-22

$微美全息(WIMI)$感觉这个股现在要拉很容易，随便20个点没问题

2021-02-16

仓位重吗，不重的话可以加仓找机会

@李育儒:$游戏驿站(GME)$参加活动

去老虎APP查看更多动态

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10:36","market":"us","language":"zh","title":"一双网红羊毛鞋，如何撑起高达250亿的市值？","url":"https://stock-news.laohu8.com/highlight/detail?id=2181871395","media":"虎嗅","summary":"在传统运动服饰品牌Nike、adidas遭遇供应链逆风之际，主打可持续和环保牌正在加速冲刺。\n据时尚商业快讯，总部位于洛杉矶的环保时尚运动服饰品牌Allbirds于周三正式登陆美国纳斯达克证券交易所，","content":"<p>在传统运动服饰品牌Nike、adidas遭遇供应链逆风之际，主打可持续和环保牌正在加速冲刺。</p>\n<p>据时尚商业快讯，总部位于洛杉矶的环保时尚运动服饰品牌Allbirds于周三正式登陆美国纳斯达克证券交易所，首日表现亮眼，股价盘中飙升超过100%，收盘股价大涨92.6%至28.89美元，市值约为41亿美元，约合人民币256亿，几乎是此前21亿美元估值的两倍，引发行业的广泛关注。</p>\n<p><img src=\"https://static.tigerbbs.com/1587be590d050c9707497194b086b826\" tg-width=\"840\" tg-height=\"470\" width=\"100%\" height=\"auto\"></p>\n<p>上市首日Allbirds收盘股价大涨92.6%至28.89美元，市值约为41亿美元</p>\n<p>而在正式上市前一天，Allbirds就先以15美元的发行价筹集了约3.03亿美元。此次IPO由<a href=\"https://laohu8.com/S/MS\">摩根士丹利</a>、<a href=\"https://laohu8.com/S/JPM\">摩根大通</a>和美银承销，发行的2020万股中有1630万股由Allbirds出售，另外380万股来自某些现有股东。</p>\n<p>公开资料显示，Allbirds创立于2015年，以可持续发展的理念和可再生的羊毛面料制作的鞋履而闻名，平均一双鞋的碳排放量比一双标准鞋要少30%，主推休闲与舒适的生活方式以及可再生天然材料的研发与运用，短短四年就成长为独角兽企业。</p>\n<p>成立至今的六年内，<b>Allbirds已向全球400多万用户售出超过800万双鞋履产品，</b>好莱坞巨星<a href=\"https://laohu8.com/S/0ONG.UK\">莱昂纳多</a>·迪卡普里奥、<a href=\"https://laohu8.com/S/AAPL\">苹果</a>CEO库克、NBA球星安德烈·伊戈达拉、美国前总统奥巴马、英国演员艾玛·沃特森等名人都是Allbirds的忠实粉丝。</p>\n<p>上市后，Allbirds创始人Tim Brown和Joey Zwillinger将继续担任联合首席执行官，其中Tim Brown拥有该公司10%的股份，根据15美元的股价计算，价值约为2.2亿美元，Joey Zwillinger持有8%的股份，价值约为1.75亿美元。</p>\n<p>深有意味的是，<b>业界对于Allbirds上市首日的高涨普遍持谨慎态度。</b>在充满不确定性的大环境下，独角兽企业的估值呈降温态势，去年2月上市的床垫品牌Casper Sleep就是前车之鉴，至今其股价仍低于IPO价格。</p>\n<p>去年9月，Allbirds在E轮融资中从Franklin Templeton和T. Rowe Price等大型投资公司那里筹集了1亿美元，估值也从2020年1月的17.3亿美元降至17亿美元。</p>\n<p>背后的原因是，至今为止，<b>可持续环保虽然在教育程度较高的中产人群中成为流行概念，但在大众消费市场并不构成影响购买的主要因素。</b>BMO Capital Markets的零售分析师Simeon Siegel表示，绝大多数时尚领域的大众消费者并没有被环保问题影响。</p>\n<p>彭博社在今年初发布的《Allbirds能否证明自己值10亿美元？》报道中曾指出，Allbirds虽然已经在创业圈披荆斩棘，并打造了环保羊毛运动鞋这样一种新兴产品类别，但如何给投资者留下更深刻的印象是这家硅谷最受欢迎的鞋履品牌面临着的另一个艰巨挑战。</p>\n<p><b>Allbirds至今没有盈利被视为最大的潜在隐患之一。</b></p>\n<p>Allbirds在招股书中坦承，自成立以来，品牌一直都处于亏损状态，但随着品牌价值和声誉的提升，以及新资金的注入，Allbirds依然有着强大的增长潜力。</p>\n<p>数据显示，尽管Allbirds去年收入较2019年的1.94亿美元大涨12.88%至2.19亿美元，但净亏损从1450万美元扩大至2580万美元，主要受疫情期间的运输物流和经营成本增加所致。按地区分，<b>该品牌76%的收入来自美国本土，24%来自国际市场。</b></p>\n<p>根据招股书公布的详细内容，与2019年相比，Allbirds在2020年的SGA支出增长了36.6%，主要支出来自新增员工人数及门店等，其中人工相关成本增加了1380万美元，门店折旧摊销费用增加了370万美元，门店租金增加250万美元。</p>\n<p>市场营销方面的费用也较上一年增长了24.6%，主要由于竞争的加剧、投放媒体成本的加大，以及疫情发生后更多消费者转向电商渠道，导致相关成本支出增加。</p>\n<p>鉴于消费者喜好愈发多变，供应链压力、广告成本增加以及房租的上涨，今年上半年Allbirds营业收入在进一步增长至1.17亿美元的同时，净亏损也高达2113万美元，几乎与去年全年持平。</p>\n<p>另据Allbirds最新透露，由于支出仍在增加，公司第三季度的亏损将继续扩大，预计在截至9月30日的三个月期间，该公司将录得1500万至1800万美元的净亏损，上年同期为亏损700万美元。</p>\n<p>或许是为了打动资本市场、发掘更多市场潜力，Allbirds从去年起就动作频频，包括与adidas合作推出全新功能鞋款、扩大董事会规模等，并逐渐向综合性的运动服饰品牌转型。</p>\n<p>去年初，Allbirds开始售卖功能性内衣，紧接着在5月，Allbirds推出了首个功能性跑鞋Dasher系列，去年10月该品牌还发布了“全新绿科技”服饰系列，首个运动服系列也于近期登陆Allbirds门店和官网发售。</p>\n<p>Tim Brown和Zoey Zwillinger强调，扩大产品品类最直接的目的是覆盖更多人群，为品牌寻求更多的增长动力，Allbirds渴望成为高增长、盈利的企业，未来会通过在向消费者提供更好的产品的同时减少对地球环境的影响来实现这一目标，以长期可持续的回报来回馈投资者。</p>\n<p>Allbirds还需警惕的是，<b>时尚评论人和越来越精明的消费者对于“可持续时尚”的真实性已经产生质疑。</b></p>\n<p>8月初，Allbirds突然陷入一场关于“可持续宣传”的法律纠纷，原告Patricia Dwyer认为虽然Allbirds的广告“被环保词汇充满”，<b>但该品牌真实的运营情况与其打造的可持续形象并不匹配，相关营销是“虚假、欺骗性和误导性的”。</b></p>\n<p>尽管Allbirds随后作出回应，并提交了一系列辩护，全部或部分拒绝Patricia Dwyer要求的索赔，理由是 “缺乏证据且无法确定任何确切的伤害性后果”，而且Patricia Dwyer的指控“无法量化经济损害和赔偿金额”，公司更没有法律义务披露那些所谓“被隐瞒”的事实，但依然引发行业对可持续时尚环保品牌的“真实性”打下问号。</p>\n<p>无独有偶，adidas此前也被投诉其“环保版”Stan Smith运动鞋并非如广告中所说的100%采用可回收塑料制成，法国广告监管机构经调查后裁定，adidas在“Stan Smith forever”海报中的宣传的确存在夸大宣传，具有误导性，违反了现行的广告道德规范。</p>\n<p><b>有业内分析强调，可持续品牌的竞争力绝非在环保概念本身。</b>正如所有从小众走出来的创业项目一样，最初供养品牌的忠诚小众对于一个有商业野心的品牌而言远远不够，<b>新品牌的增长动力往往来自于大量营销支出，这样的营销支出并不可持续，发展空间和规模都是未知数。</b></p>\n<p>对于相关质疑，Joey Zwillinger曾解释道，Allbirds出发点是为消费者提供一双舒适和功能性兼具的休闲鞋，竞争力并不只是可持续标签，而是其对天然面料的创新性运用，创新地利用蟹壳、羊毛、桉树和甘蔗等原料，让制品性能优于聚酯纤维等人造化学材料的产物。</p>\n<p>雪上加霜的是，<b>Allbirds好不容易登上资本舞台，模仿者却已陆续涌现。</b>Nike和adidas背后站着一个小众瑜伽社群撑起的lululemon神话，lululemon身后则站着很多个Allbirds，而在Allbirds身后又是无数个后来者。</p>\n<p>据时尚商业快讯，对时尚消费展现出浓厚兴趣的软银在1.6亿美元投资国内童装独角兽PatPat后，近日又牵头融资了4亿美元投资美国功能运动服品牌Vuori。本轮融资后，Vuori的最新估值已悄然达到40亿美元，是市场近期时尚服饰领域最大的投资之一，而在2019年，其估值还仅仅是2亿美元。</p>\n<p>和Allbirds一样，Vuori诞生于2015年，由于创始人Joe Kudla最初的设想是为男性消费者设计能够从健身房、普拉提教室无缝过渡到其他场合的运动装，该品牌在业内还有着“男版lululemon”的称号。</p>\n<p>为男性设计的出发点使得Vuori迅速找到了独特的市场切口，该品牌的首个畅销产品是一条适合做瑜伽的多功能男士短裤。2018年，Vuori又推出女性运动服饰，目前女装已占整体业务的50%，产品涵盖慢跑、户外和游泳等领域。</p>\n<p>在实体零售的态度上，Vuori也具有与其它新兴DTC品牌不同的传统态度，品牌看重实体零售的坪效，也不排斥从批发渠道进行销售。截至目前，Vuori在美国拥有9家门店，年底将增加到14家，并计划明年进入中国和日本。</p>\n<p>而除了“男版lululemon”的定位标签，资本对Vuori的青睐还基于其良好的盈利状况，公司从2017年以来一直在盈利，这在一众拿到融资的新兴DTC服饰品牌中显得十分突出。</p>\n<p>Fast Company分析师在报告中指出，与Allbirds、Casper Sleep等DTC品牌不断扩大的亏损相比，Vuori在财务上的稳扎稳打反而令投资者充满信心。</p>\n<p>今年9月，高瓴投资的瑞士运动品牌On昂跑也登陆纽交所，市值超过90亿美元。该品牌2010年才创立，并于2018年正式进入中国，但目前中国已成为增长最快的地区市场，与去年同期相比，2021年上半年On昂跑在中国的销售额增长了300%。</p>\n<p>与此同时，Nike和adidas以及lululemon、Under Armour等第一和第二梯队的运动服饰品牌也在可持续发展和环保上投掷重金，目的是真正把可持续落到实处，成为核心技术之外的附加优势。</p>\n<p>包括Target、Madewell、Urban Outffiters旗下Free People以及Solid &amp; Striped和WeWoreWhat等品牌同样在押注环保和可持续的运动服饰产品，消费者的选择越来越多。</p>\n<p>虽然赛道愈发拥挤，Allbirds对于未来依旧持积极乐观的态度，底气或许来自其高忠诚度的粉丝群体。招股书数据显示，2020年的净销售额中，约有53%由复购用户贡献，2016至2019年期间43%的用户在2020年12月31日前再次购买该品牌用品，50%的用户在二次购买后选择第三次购买，55%的用户第三次购买后仍持续购买。</p>\n<p>Joey Zwillinger在接受<a href=\"https://laohu8.com/S/YHOO\">雅虎</a>财经直播节目对话时直言，未来10年的运动鞋市场会呈现不同的面貌，因为包括Allbirds在内的以“可持续发展”为理念的公司正在从Nike和adidas手中抢夺市场。在招股书中，Allbirds使用“可持续”一词超过220次，还提出了史上首个“可持续公开募股”标准。</p>\n<p>Joey Zwillinger还透露，获得资本市场的支持后，Allbirds将加大对新材料研发的投入，延续可持续和环保概念，同时也将加速全球化扩张，门店规模将从现在的约30家增加至数百家。</p>\n<p>而即便短时间内无法与Nike、adidas等专业运动巨头抗衡，成为一个上市的专业运动品牌也意味着Allbirds开启了更大的市场。</p>\n<p>当消费者开始愈发关注自己的消费是否有正向价值，道德时尚将会慢慢变成行业的趋势及核心，品牌需要意识到的是，真正的可持续化发展，是积极应对形势及消费者观念的改变，与时俱进地进行商业布局。</p>","source":"highlight_huxiu","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>一双网红羊毛鞋，如何撑起高达250亿的市值？</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; 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}\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n一双网红羊毛鞋，如何撑起高达250亿的市值？\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-11-05 10:36 北京时间&nbsp;&nbsp;&nbsp;<a href=https://www.huxiu.com/article/469874.html><strong>虎嗅</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>在传统运动服饰品牌Nike、adidas遭遇供应链逆风之际，主打可持续和环保牌正在加速冲刺。\n据时尚商业快讯，总部位于洛杉矶的环保时尚运动服饰品牌Allbirds于周三正式登陆美国纳斯达克证券交易所，首日表现亮眼，股价盘中飙升超过100%，收盘股价大涨92.6%至28.89美元，市值约为41亿美元，约合人民币256亿，几乎是此前21亿美元估值的两倍，引发行业的广泛关注。\n\n上市首日Allbirds...</p>\n\n<a href=\"https://www.huxiu.com/article/469874.html\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/77b882e3e23988f40bcaee8d354577a2","relate_stocks":{"BIRD":"Allbirds, Inc."},"source_url":"https://www.huxiu.com/article/469874.html","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2181871395","content_text":"在传统运动服饰品牌Nike、adidas遭遇供应链逆风之际，主打可持续和环保牌正在加速冲刺。\n据时尚商业快讯，总部位于洛杉矶的环保时尚运动服饰品牌Allbirds于周三正式登陆美国纳斯达克证券交易所，首日表现亮眼，股价盘中飙升超过100%，收盘股价大涨92.6%至28.89美元，市值约为41亿美元，约合人民币256亿，几乎是此前21亿美元估值的两倍，引发行业的广泛关注。\n\n上市首日Allbirds收盘股价大涨92.6%至28.89美元，市值约为41亿美元\n而在正式上市前一天，Allbirds就先以15美元的发行价筹集了约3.03亿美元。此次IPO由摩根士丹利、摩根大通和美银承销，发行的2020万股中有1630万股由Allbirds出售，另外380万股来自某些现有股东。\n公开资料显示，Allbirds创立于2015年，以可持续发展的理念和可再生的羊毛面料制作的鞋履而闻名，平均一双鞋的碳排放量比一双标准鞋要少30%，主推休闲与舒适的生活方式以及可再生天然材料的研发与运用，短短四年就成长为独角兽企业。\n成立至今的六年内，Allbirds已向全球400多万用户售出超过800万双鞋履产品，好莱坞巨星莱昂纳多·迪卡普里奥、苹果CEO库克、NBA球星安德烈·伊戈达拉、美国前总统奥巴马、英国演员艾玛·沃特森等名人都是Allbirds的忠实粉丝。\n上市后，Allbirds创始人Tim Brown和Joey Zwillinger将继续担任联合首席执行官，其中Tim Brown拥有该公司10%的股份，根据15美元的股价计算，价值约为2.2亿美元，Joey Zwillinger持有8%的股份，价值约为1.75亿美元。\n深有意味的是，业界对于Allbirds上市首日的高涨普遍持谨慎态度。在充满不确定性的大环境下，独角兽企业的估值呈降温态势，去年2月上市的床垫品牌Casper Sleep就是前车之鉴，至今其股价仍低于IPO价格。\n去年9月，Allbirds在E轮融资中从Franklin Templeton和T. Rowe Price等大型投资公司那里筹集了1亿美元，估值也从2020年1月的17.3亿美元降至17亿美元。\n背后的原因是，至今为止，可持续环保虽然在教育程度较高的中产人群中成为流行概念，但在大众消费市场并不构成影响购买的主要因素。BMO Capital Markets的零售分析师Simeon Siegel表示，绝大多数时尚领域的大众消费者并没有被环保问题影响。\n彭博社在今年初发布的《Allbirds能否证明自己值10亿美元？》报道中曾指出，Allbirds虽然已经在创业圈披荆斩棘，并打造了环保羊毛运动鞋这样一种新兴产品类别，但如何给投资者留下更深刻的印象是这家硅谷最受欢迎的鞋履品牌面临着的另一个艰巨挑战。\nAllbirds至今没有盈利被视为最大的潜在隐患之一。\nAllbirds在招股书中坦承，自成立以来，品牌一直都处于亏损状态，但随着品牌价值和声誉的提升，以及新资金的注入，Allbirds依然有着强大的增长潜力。\n数据显示，尽管Allbirds去年收入较2019年的1.94亿美元大涨12.88%至2.19亿美元，但净亏损从1450万美元扩大至2580万美元，主要受疫情期间的运输物流和经营成本增加所致。按地区分，该品牌76%的收入来自美国本土，24%来自国际市场。\n根据招股书公布的详细内容，与2019年相比，Allbirds在2020年的SGA支出增长了36.6%，主要支出来自新增员工人数及门店等，其中人工相关成本增加了1380万美元，门店折旧摊销费用增加了370万美元，门店租金增加250万美元。\n市场营销方面的费用也较上一年增长了24.6%，主要由于竞争的加剧、投放媒体成本的加大，以及疫情发生后更多消费者转向电商渠道，导致相关成本支出增加。\n鉴于消费者喜好愈发多变，供应链压力、广告成本增加以及房租的上涨，今年上半年Allbirds营业收入在进一步增长至1.17亿美元的同时，净亏损也高达2113万美元，几乎与去年全年持平。\n另据Allbirds最新透露，由于支出仍在增加，公司第三季度的亏损将继续扩大，预计在截至9月30日的三个月期间，该公司将录得1500万至1800万美元的净亏损，上年同期为亏损700万美元。\n或许是为了打动资本市场、发掘更多市场潜力，Allbirds从去年起就动作频频，包括与adidas合作推出全新功能鞋款、扩大董事会规模等，并逐渐向综合性的运动服饰品牌转型。\n去年初，Allbirds开始售卖功能性内衣，紧接着在5月，Allbirds推出了首个功能性跑鞋Dasher系列，去年10月该品牌还发布了“全新绿科技”服饰系列，首个运动服系列也于近期登陆Allbirds门店和官网发售。\nTim Brown和Zoey Zwillinger强调，扩大产品品类最直接的目的是覆盖更多人群，为品牌寻求更多的增长动力，Allbirds渴望成为高增长、盈利的企业，未来会通过在向消费者提供更好的产品的同时减少对地球环境的影响来实现这一目标，以长期可持续的回报来回馈投资者。\nAllbirds还需警惕的是，时尚评论人和越来越精明的消费者对于“可持续时尚”的真实性已经产生质疑。\n8月初，Allbirds突然陷入一场关于“可持续宣传”的法律纠纷，原告Patricia Dwyer认为虽然Allbirds的广告“被环保词汇充满”，但该品牌真实的运营情况与其打造的可持续形象并不匹配，相关营销是“虚假、欺骗性和误导性的”。\n尽管Allbirds随后作出回应，并提交了一系列辩护，全部或部分拒绝Patricia Dwyer要求的索赔，理由是 “缺乏证据且无法确定任何确切的伤害性后果”，而且Patricia Dwyer的指控“无法量化经济损害和赔偿金额”，公司更没有法律义务披露那些所谓“被隐瞒”的事实，但依然引发行业对可持续时尚环保品牌的“真实性”打下问号。\n无独有偶，adidas此前也被投诉其“环保版”Stan Smith运动鞋并非如广告中所说的100%采用可回收塑料制成，法国广告监管机构经调查后裁定，adidas在“Stan Smith forever”海报中的宣传的确存在夸大宣传，具有误导性，违反了现行的广告道德规范。\n有业内分析强调，可持续品牌的竞争力绝非在环保概念本身。正如所有从小众走出来的创业项目一样，最初供养品牌的忠诚小众对于一个有商业野心的品牌而言远远不够，新品牌的增长动力往往来自于大量营销支出，这样的营销支出并不可持续，发展空间和规模都是未知数。\n对于相关质疑，Joey Zwillinger曾解释道，Allbirds出发点是为消费者提供一双舒适和功能性兼具的休闲鞋，竞争力并不只是可持续标签，而是其对天然面料的创新性运用，创新地利用蟹壳、羊毛、桉树和甘蔗等原料，让制品性能优于聚酯纤维等人造化学材料的产物。\n雪上加霜的是，Allbirds好不容易登上资本舞台，模仿者却已陆续涌现。Nike和adidas背后站着一个小众瑜伽社群撑起的lululemon神话，lululemon身后则站着很多个Allbirds，而在Allbirds身后又是无数个后来者。\n据时尚商业快讯，对时尚消费展现出浓厚兴趣的软银在1.6亿美元投资国内童装独角兽PatPat后，近日又牵头融资了4亿美元投资美国功能运动服品牌Vuori。本轮融资后，Vuori的最新估值已悄然达到40亿美元，是市场近期时尚服饰领域最大的投资之一，而在2019年，其估值还仅仅是2亿美元。\n和Allbirds一样，Vuori诞生于2015年，由于创始人Joe Kudla最初的设想是为男性消费者设计能够从健身房、普拉提教室无缝过渡到其他场合的运动装，该品牌在业内还有着“男版lululemon”的称号。\n为男性设计的出发点使得Vuori迅速找到了独特的市场切口，该品牌的首个畅销产品是一条适合做瑜伽的多功能男士短裤。2018年，Vuori又推出女性运动服饰，目前女装已占整体业务的50%，产品涵盖慢跑、户外和游泳等领域。\n在实体零售的态度上，Vuori也具有与其它新兴DTC品牌不同的传统态度，品牌看重实体零售的坪效，也不排斥从批发渠道进行销售。截至目前，Vuori在美国拥有9家门店，年底将增加到14家，并计划明年进入中国和日本。\n而除了“男版lululemon”的定位标签，资本对Vuori的青睐还基于其良好的盈利状况，公司从2017年以来一直在盈利，这在一众拿到融资的新兴DTC服饰品牌中显得十分突出。\nFast Company分析师在报告中指出，与Allbirds、Casper 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