CNN News: 美國時(shí)尚品牌Forever21申請破產(chǎn)

And this week Forever 21 announced it was closing the doors of as many of 350 stores worldwide including 178 in the United States. That's about a third of the stores that operates in America. The company has filed for bankruptcy. This doesn't mean that Forever 21 has gone out of business.

Forever 21本周宣布將在全球關(guān)閉多達(dá)350家門店，其中178家為美國門店。這占該品牌在美國門店總數(shù)的三分之一左右。Forever 21已經(jīng)申請破產(chǎn)。這并不意味著該公司已經(jīng)倒閉。

People can still shop in the open stores and online. But what its trying to do is reorganize itself, to cut costs and reduce debt so it can be a moneymaking business once again. Four years ago, Forever 21 made $4.4 billion in sales. How did it go from that to bankruptcy? Market analysts say blame the internet. People are shopping more online which strains the finances of companies that have hundreds of physical stores.

人們?nèi)匀豢梢栽陂_放的商店和網(wǎng)上購物。但它試圖做的是重組自己，削減成本，減少債務(wù)，這樣它就能再次成為盈利企業(yè)。四年前，F(xiàn)orever 21的銷售額為44億美元。它是如何走向破產(chǎn)的呢?市場分析人士表示，這要?dú)w咎于互聯(lián)網(wǎng)。人們越來越多地在網(wǎng)上購物，這給擁有數(shù)百家實(shí)體店的公司帶來了財(cái)務(wù)壓力。

And though Forever 21 has a website, its sales only account for 16 percent of Forever 21'srevenue. The company's closures are a small part of more than 8,200 store closings that have been announced so far this year. It's a new record and it's happening at a time when the economy is strong, unemployment is low and people are still spending money. They're just doing less of it at shopping malls where so many of these stores are found.

盡管Forever 21也有網(wǎng)店，但銷售額只占公司收入的16%。今年以來，各公司已有超過8200家實(shí)體門店宣布關(guān)閉，F(xiàn)orever 21計(jì)劃關(guān)閉的門店數(shù)量只是其中一小部分。關(guān)店數(shù)量創(chuàng)造了記錄，而這一切發(fā)生時(shí)，經(jīng)濟(jì)強(qiáng)勁、失業(yè)率處于低位而且人們?nèi)栽谙M(fèi)。民眾只是不常在實(shí)體店聚集的購物中心消費(fèi)了。

One thing you might not have known about Forever 21 is that its original name was Fashion 21. Its founder once told CNN that its older customers wanted to be 21 again and its younger ones wanted to be 21 forever. As any marketing expert will tell you branding is a major part of the business.

你可能不知道Forever 21最初的名字是Fashion 21。它的創(chuàng)始人曾經(jīng)告訴CNN，老客戶想要再次21歲，而它的年輕客戶想要永遠(yuǎn)21歲。正如營銷專家都會告訴你的，品牌是企業(yè)的重要組成部分。