牛仔褲在美失寵 瑜伽褲上位

Blue jeans are increasingly going out of style, and even industry heavyweights like Levi's and Gap are taking notice.
藍色牛仔褲越來越步出時代的潮流，即使是李維斯（Levi's）和GAP這樣的業界大牌也注意到了這一趨勢。

Teens are now buying more gear from Nike and Lululemon over denim classics from brands like Abercrombie, according to a recent Piper Jaffray survey on teen spending.
美國投行派杰（Piper Jaffray）近日關于青少年花銷的一項調查顯示，如今年輕人更愿意購買耐克（Nike）或露露檸檬（Lululemon）的服裝，而不是阿伯克龍比（Abercrombie）等品牌的經典牛仔服飾。

Levi's CEO has admitted that the company is threatened by the athleisure trend of wearing yoga pants, Bloomberg reports.
據彭博社報道：李維斯的CEO承認，該公司受到了穿著瑜伽褲的運動休閑潮流的威脅。

"We're scrambling," Bloomberg notes CEO Chip Bergh told analysts last year. "I mean, there is a big difference between the product that we've got on the floor today and what the consumer is looking for. And we just flat-out missed it."
彭博社指出，李維斯的CEO奇普·博夫去年對分析師表示：“我們在艱難地維持。我的意思是，如今我們市面上的產品與消費者的需要之間存在著很大的差異，而我們之前完全沒領會到這一點。”

Bloomberg reports that Levi's, which is the world's most iconic denim company, stuck to its core product instead of adapting to consumer trends.
彭博社報道稱，李維斯這個全球最具代表性的經典牛仔品牌堅守其核心產品，沒有迎合消費趨勢。

As a result, this has cost the company. Bloomberg notes sales have dipped from over $7 billion to $4.8 billion over the years.
該公司為此付出了慘痛的代價，彭博社注意到，這些年來李維斯的銷售額從70億美元驟減到48億美元。

"As we saw 'casualization' continue even further, the customer basically told us that they had enough denim until something really unique and innovative came along,'" NPD analyst Marshal Cohen told Bloomberg. "We really saw the denim industry and denim retailers basically turn their nose up on the customer and say, 'We don't care what you really want, we're going to tell you what you want.'"
來自NDP的分析師馬歇爾·科恩（Marshal Cohen）告訴彭博社：“如今休閑風越來越有市場，基本上消費者都告訴我們說如果不是非常獨特、有創意的牛仔褲，他們不會再買了。我們確實注意到，牛仔行業和牛仔品牌對消費者不屑一顧，說什么‘我不管你想要什么，我會讓你知道你想要的是什么。’”

And longtime industry leader Gap isn't all about jeans anymore.
而資深行業領頭羊Gap也不再只做牛仔褲了。

The company is investing heavily in its Athleta activewear business, reports Sapna Maheshwari at Buzzfeed.
新聞聚合網站Buzzfeed的薩普納·馬哈希瓦里（Sapna Maheshwari）報道稱，Gap公司正大舉投資于其旗下運動品牌競技者（Athleta）。

"My generation grew up wearing jeans - jeans are just a part of our life, and it still is, Athleta executive Nancy Green told Buzzfeed. "But this generation is growing up in yoga pants and activewear. So I think it's just going to be bigger and bigger and bigger for the future."
競技者品牌主管南茜·格林（Nancy Green）告訴Buzzfeed：“我們這一代是穿著牛仔褲長大的，可以這么說，牛仔褲是我們生活中的一部分，現在依然如此。而這一代人則是穿著瑜伽褲和運動裝長大的，所以我認為今后瑜伽褲和運動裝市場大有空間。”

Athleta has more than 100 stores and is expanding fast. The brand is seen as Lululemon's biggest competitor.
競技者現在已經擁有100多家分店并迅速發展壯大，被認為是露露檸檬最大的競爭對手。

Gap's namesake and Old Navy brands are also including more leggings and jogger pants.
如今Gap旗下的同名品牌Gap以及老海軍品牌也開始銷售更多的打底褲和慢跑褲。

As young consumers grow up, it's likely they'll continue to wear leggings and activewear instead of jeans.
隨著年輕的消費者群體的年齡增長，很可能他們將繼續選擇緊身褲和運動服，而非牛仔褲。

Vocabulary

heavyweight：極具影響力的人 (或組織)

flat-out：完全地，絕對地

activewear：運動服

jogger：慢跑者

英文來源：Business Insider

譯者：黃心喻

審校&編輯：劉明