牛仔裤在美失宠 瑜伽裤上位

Blue jeans are increasingly going out of style, and even industry heavyweights like Levi's and Gap are taking notice.
蓝色牛仔裤越来越步出时代的潮流，即使是李维斯（Levi's）和GAP这样的业界大牌也注意到了这一趋势。

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.
美国投行派杰（Piper Jaffray）近日关于青少年花销的一项调查显示，如今年轻人更愿意购买耐克（Nike）或露露柠檬（Lululemon）的服装，而不是阿伯克龙比（Abercrombie）等品牌的经典牛仔服饰。

Levi's CEO has admitted that the company is threatened by the athleisure trend of wearing yoga pants, Bloomberg reports.
据彭博社报道：李维斯的CEO承认，该公司受到了穿着瑜伽裤的运动休闲潮流的威胁。

"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，李维斯的CEO奇普·博夫去年对分析师表示：“我们在艰难地维持。我的意思是，如今我们市面上的产品与消费者的需要之间存在着很大的差异，而我们之前完全没领会到这一点。”

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.
彭博社报道称，李维斯这个全球最具代表性的经典牛仔品牌坚守其核心产品，没有迎合消费趋势。

As a result, this has cost the company. Bloomberg notes sales have dipped from over $7 billion to $4.8 billion over the years.
该公司为此付出了惨痛的代价，彭博社注意到，这些年来李维斯的销售额从70亿美元骤减到48亿美元。

"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.'"
来自NDP的分析师马歇尔·科恩（Marshal Cohen）告诉彭博社：“如今休闲风越来越有市场，基本上消费者都告诉我们说如果不是非常独特、有创意的牛仔裤，他们不会再买了。我们确实注意到，牛仔行业和牛仔品牌对消费者不屑一顾，说什么‘我不管你想要什么，我会让你知道你想要的是什么。’”

And longtime industry leader Gap isn't all about jeans anymore.
而资深行业领头羊Gap也不再只做牛仔裤了。

The company is investing heavily in its Athleta activewear business, reports Sapna Maheshwari at Buzzfeed.
新闻聚合网站Buzzfeed的萨普纳·马哈希瓦里（Sapna Maheshwari）报道称，Gap公司正大举投资于其旗下运动品牌竞技者（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."
竞技者品牌主管南茜·格林（Nancy Green）告诉Buzzfeed：“我们这一代是穿着牛仔裤长大的，可以这么说，牛仔裤是我们生活中的一部分，现在依然如此。而这一代人则是穿着瑜伽裤和运动装长大的，所以我认为今后瑜伽裤和运动装市场大有空间。”

Athleta has more than 100 stores and is expanding fast. The brand is seen as Lululemon's biggest competitor.
竞技者现在已经拥有100多家分店并迅速发展壮大，被认为是露露柠檬最大的竞争对手。

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以及老海军品牌也开始销售更多的打底裤和慢跑裤。

As young consumers grow up, it's likely they'll continue to wear leggings and activewear instead of jeans.
随着年轻的消费者群体的年龄增长，很可能他们将继续选择紧身裤和运动服，而非牛仔裤。

Vocabulary

heavyweight：极具影响力的人 (或组织)

flat-out：完全地，绝对地

activewear：运动服

jogger：慢跑者

英文来源：Business Insider

译者：黄心喻

审校&编辑：刘明