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VOA慢速英语:更多的旗舰店面临关闭

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More Flagship Stores Closing

更多的旗舰店面临关闭

The idea of a flagship store is more than one hundred years old.

开一家旗舰店的想法产生于一百多年前。

In the past, it was often a company’s biggest store — one in their first or most famous location. For example, Macy’s and Tiffany’s have flagship stores in New York City.

过去,它通常是一家公司最大的商店,即设在首要位置和最著名位置的一家店。例如梅西百货和蒂芙尼在纽约市设有旗舰店。

But Americans’ shopping customs are changing. As a result, companies are closing more flagship stores in well-known shopping areas in the United States.

但是美国人的购物习惯正在改变。结果众多公司正在关闭更多的设在美国著名商业区的旗舰店。

For example, Gap, Tommy Hilfiger, Lord & Taylor and Polo Ralph Lauren have recently closed their flagship stores on Manhattan’s Fifth Avenue.

例如盖璞、汤米·希尔费、罗德与泰勒百货和拉夫·劳伦近期便关闭了他们设在曼哈顿第五大道的很多旗舰店。

The store closures are a result of increasing rent prices and increasing levels of online shopping, experts say.

专家表示,商店的关闭是持续上涨的租金以及网上购物水平不断提高造成的结果。

The latest victim to the changes could be Barneys New York. It opened its 10-story Madison Avenue store in 1993. Barneys became a cultural icon in luxury shopping but now risks closure.

这些变化最新的受害者可能是巴尼斯纽约。它于1993年开设了它的十层麦迪逊大道商店。巴尼斯变成了奢侈品购物的文化标志,但是现在面临着倒闭的风险。

Joseph Aquino runs a real estate services firm. “We are in the phase where a lot of younger shoppers don’t want to go to the high street. They sit around and buy online and that’s what we are fighting against,” he said.

约瑟夫·阿基诺运营着一家房地产服务公司。“我们正处在很多年轻的购物者不想去商业街的阶段。他们坐下来在网上购物并且那正是我们正在抵制的行为,”他说。

Still, flagship stores are not completely dead. Many companies like Nike and Levi are creating new kinds of stores with fewer items to sell but more high-technology experiences.

不过旗舰店并没有完全灭亡。像耐克和列维正在创造新型的商店。它们售卖更少的商品但是提供更多的高科技体验。

For example, Nike opened a store on Fifth Avenue late last year that does not have any cash registers. Instead, shoppers use their cell phones to see details about the items in the store. Shoppers can then have those items delivered to a place where they can try them on or pick them up.

例如耐克于去年晚些时候在第五大道开设了一家商店。这家商店并没有任何的收银机。相反,购物者使用他们的手机去看商店商品的一些细节。购物者能让这些商品被邮递到他们可试穿或者方便去取的地方。

Another example is Levi Strauss & Co.‘s new flagship in Manhattan’s Times Square. It has large dressing rooms where shoppers can call workers to fix their jeans so they fit perfectly.

另外一个例子是利维·施特劳斯在曼哈顿时代广场设立的新旗舰店。它有大型的试衣间。在那里购物者可以让服务员剪裁他们的牛仔裤以便让它们更合身。

However, in place of large flagship stores, a growing number of retailers are thinking smaller. Hollister, for instance, is developing smaller stores that offer online services and serve both local and tourist customers.

然而取代设立大型旗舰店的做法,一大波零售商正在考虑设立更小的商店。例如霍利斯特正在发展即可提供网上购物服务又能服务于当地和旅游顾客的更小的商店。

Tommy Hilfiger will also be testing smaller shops with online interaction.

汤米·希尔菲杰也将实行可进行网上互动的更小的商店。

Stacey Widlitz gives companies advice about the shopping business. She says they do not need huge stores anymore. She says, “Shoppers are shopping completely differently.” Widlitz adds shoppers do not need to see everything a company is selling. Instead, shoppers need only to get to know the company.

斯泰西·威德利茨给公司提供关于购物商业的建议。她表示他们不再需要大型的商店了。她说,“购物者正在以完全不同的方式进行购物。”威德利茨补充道购物者不需要看到一家公司正在售卖的所有东西。相反购物者只需要知道这家公司便可以了。

Caroline Nash of Washington, D.C. is 18 years old. She says she finds huge stores overwhelming, especially when she can get the same items online.

华盛顿的卡罗琳·纳什十八岁了。她说她发现大型的商店是势不可挡的,尤其是当她能在网上得到相同的商品时。

She says she links flagship stores to long lines and big crowds. Nash adds: “Unless it is something that offers a different experience, I’m not interested.”

她说想到旗舰店往往会联想到长长的队和拥挤的人群。纳什补充道:“除非它能够提供不同的体验,要不然我并不感兴趣。”

I'm John Russell.

约翰·拉塞尔为您报道。

More Flagship Stores Closing

The idea of a flagship store is more than one hundred years old.

In the past, it was often a company’s biggest store — one in their first or most famous location. For example, Macy’s and Tiffany’s have flagship stores in New York City.

But Americans’ shopping customs are changing. As a result, companies are closing more flagship stores in well-known shopping areas in the United States.

For example, Gap, Tommy Hilfiger, Lord & Taylor and Polo Ralph Lauren have recently closed their flagship stores on Manhattan’s Fifth Avenue.

The store closures are a result of increasing rent prices and increasing levels of online shopping, experts say.

The latest victim to the changes could be Barneys New York. It opened its 10-story Madison Avenue store in 1993. Barneys became a cultural icon in luxury shopping but now risks closure.

Joseph Aquino runs a real estate services firm. “We are in the phase where a lot of younger shoppers don’t want to go to the high street. They sit around and buy online and that’s what we are fighting against,” he said.

Still, flagship stores are not completely dead. Many companies like Nike and Levi are creating new kinds of stores with fewer items to sell but more high-technology experiences.

For example, Nike opened a store on Fifth Avenue late last year that does not have any cash registers. Instead, shoppers use their cell phones to see details about the items in the store. Shoppers can then have those items delivered to a place where they can try them on or pick them up.

Another example is Levi Strauss & Co.‘s new flagship in Manhattan’s Times Square. It has large dressing rooms where shoppers can call workers to fix their jeans so they fit perfectly.

However, in place of large flagship stores, a growing number of retailers are thinking smaller. Hollister, for instance, is developing smaller stores that offer online services and serve both local and tourist customers.

Tommy Hilfiger will also be testing smaller shops with online interaction.

Stacey Widlitz gives companies advice about the shopping business. She says they do not need huge stores anymore. She says, “Shoppers are shopping completely differently.” Widlitz adds shoppers do not need to see everything a company is selling. Instead, shoppers need only to get to know the company.

Caroline Nash of Washington, D.C. is 18 years old. She says she finds huge stores overwhelming, especially when she can get the same items online.

She says she links flagship stores to long lines and big crowds. Nash adds: “Unless it is something that offers a different experience, I’m not interested.”

I'm John Russell.

_______________________________________________

Words in This Story

icon – n. a widely known symbol

phase -- n. a short period of time during which a person behaves in a particular way or likes a particular thing

overwhelming -- adj. used to describe something that is so confusing, difficult, etc., that you feel unable to do it


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