英国卫报：Gap是如何迷失自己的？(11)

　　Throughout the 00s and 10s, Gap flailed¹ around trying to rediscover its identity.

　　在整个00年代和10年代，Gap一直在努力重新找到自己的定位。

　　From Cohen’s perspective, the three CEOs who followed Drexler -- Paul Pressler, who came from Disney parks and resorts;

　　在科恩看来，接替德雷克斯勒的三位首席执行官--来自迪士尼乐园和度假村的保罗·普雷斯勒；

　　Glenn Murphy, who came from Shoppers Drug Mart in Canada;

　　来自加拿大Shoppers Drug Mart的格伦·墨菲；

　　and Art Peck, a former consultant² who spent 10 years at Gap Inc under Murphy -- didn’t have the experience or merchandising skills to reposition Gap’s business.

　　还有阿特·派克曾是盖璞公司的顾问，在墨菲的领导下工作了10年，但他没有经验或营销技能来重新定位Gap的业务。

　　Buzzy creative directors came and went, without rejuvenating³ the brand in a lasting⁴ way.

　　时尚有创意的创意总监来来去去，并没有持久地振兴品牌。

　　All the while, Gap was losing customers.

　　在此期间，Gap一直在流失客户。

　　“They didn’t stand for anything any more, and the customer was confused,” said retail⁵ analyst⁶ Janet Kloppenburg.

　　零售业分析师珍妮特·克洛彭伯格说：“他们不再代表任何东西，顾客感到困惑。”

　　Gap failed to secure the loyalty⁷ of millennials, many of whom had grown up shopping at Gap with their baby boomer parents and may still have fond memories of the logo sweatshirts and jeans that they saw in its stores.

　　Gap未能获得千禧一代的忠诚度，他们中的许多人是和婴儿潮一代的父母在Gap购物长大的，他们可能仍然对他们在Gap商店看到的标识运动衫和牛仔裤有美好的记忆。

　　I do.

　　我知道。

　　When I think about the Gap of my 90s childhood, I see a store that’s bright and clean, full of richly coloured sweaters, full of the transformative possibility that I felt every time I went to the mall.

　　当我回想起90年代的童年时代的Gap时，我看到的是一家明亮干净的商店，里面摆满了五颜六色的毛衣，充满了我每次去商场都能感受到的变革性的可能性。

　　But Gap didn’t grow up with millennials, and it lost out to the cooler, sexier mall brands vying⁸ for their attention, like Abercrombie & Fitch, American Eagle and Aeropostale.

　　但Gap并不是和千禧一代一起成长起来的，它输给了更酷、更性感的品牌，如Abercrombie&Fitch、American Eagle和Aeropostale。

　　The company was created for one generation gap but failed to bridge the next.

　　这家公司是为一代人的代沟而创建的，但未能弥合下一代人的代沟。

　　Which brings us to Kanye.

　　这就引出了坎耶。

　　By far the juiciest aspect of Gap’s current turnaround plan is its Yeezy collaboration⁹.

　　到目前为止，Gap目前的转型计划中最有趣的方面是它与Yeezy的合作。

　　Since it was announced two years ago, only a small selection of items have been made available – including puffy bolero jackets and hoodies – and reports have emerged that Gap is displeased¹⁰ with the slow rollout from Ye and his creative team.

　　自从两年前宣布以来，只推出了一小部分产品，包括蓬松的短上衣和卫衣，有报道称，Gap对Ye和他的创意团队缓慢推出产品感到不满。

　　Still, the reaction from West’s fans has been frenzied¹¹.

　　尽管如此，韦斯特的球迷们的反应还是很狂热。

　　The first Yeezy Gap hoodie retailed¹² for $90 but according to the industry website Business of Fashion, it quickly began selling at 50% above its original price on StockX, a resale site, with the hard-to-find black version of the hoodie going for as much as $899.

　　第一款Yeezy Gap卫衣零售价为90美元，但根据行业网站Business of Fashion的数据，它很快就在转售网站StockX上以高于原价50%的价格出售，而难找的黑色版本卫衣的售价高达899美元。

1 flailed   

v.鞭打( flail的过去式和过去分词 )；用连枷脱粒；（臂或腿）无法控制地乱动；扫雷坦克

参考例句：

• The boys flailed around on the floor. 男孩子们在地板上任意地动来动去。
• The prisoner's limbs flailed violently because of the pain. 那囚犯因为疼痛，四肢剧烈地抖动着。 来自《简明英汉词典》

2 consultant   

n.顾问；会诊医师，专科医生

参考例句：

• He is a consultant on law affairs to the mayor.他是市长的一个法律顾问。
• Originally,Gar had agreed to come up as a consultant.原来，加尔只答应来充当我们的顾问。

3 rejuvenating   

使变得年轻，使恢复活力( rejuvenate的现在分词 )

参考例句：

• The rejuvenating ambience of autumn is immeasurably more ancient than even the calendar. 秋天那让人恢复青春活力的气氛远比历法还要古老。 来自名作英译部分
• Rhoda says that it's embarrassing to be so idolized, but also very sweet and rejuvenating. 罗达说，给人这样过份地崇拜是很发窘的，不过也是愉快惬意使人年轻的。

4 lasting   

adj.永久的，永恒的；vbl.持续，维持

参考例句：

• The lasting war debased the value of the dollar.持久的战争使美元贬值。
• We hope for a lasting settlement of all these troubles.我们希望这些纠纷能获得永久的解决。

5 retail   

v./n.零售；adv.以零售价格

参考例句：

• In this shop they retail tobacco and sweets.这家铺子零售香烟和糖果。
• These shoes retail at 10 yuan a pair.这些鞋子零卖10元一双。

6 analyst   

n.分析家，化验员；心理分析学家

参考例句：

• What can you contribute to the position of a market analyst?你有什么技能可有助于市场分析员的职务？
• The analyst is required to interpolate values between standards.分析人员需要在这些标准中插入一些值。

7 loyalty   

n.忠诚，忠心

参考例句：

• She told him the truth from a sense of loyalty.她告诉他真相是出于忠诚。
• His loyalty to his friends was never in doubt.他对朋友的一片忠心从来没受到怀疑。

8 vying   

adj.竞争的；比赛的

参考例句：

• California is vying with other states to capture a piece of the growing communications market.为了在日渐扩大的通讯市场分得一杯羹，加利福尼亚正在和其他州展开竞争。
• Four rescue plans are vying to save the zoo.4个拯救动物园的方案正争得不可开交。

9 collaboration   

n.合作，协作；勾结

参考例句：

• The two companies are working in close collaboration each other.这两家公司密切合作。
• He was shot for collaboration with the enemy.他因通敌而被枪毙了。

10 displeased   

a.不快的

参考例句：

• The old man was displeased and darted an angry look at me. 老人不高兴了，瞪了我一眼。
• He was displeased about the whole affair. 他对整个事情感到很不高兴。

11 frenzied   

a.激怒的；疯狂的

参考例句：

• Will this push him too far and lead to a frenzied attack? 这会不会逼他太甚，导致他进行疯狂的进攻？
• Two teenagers carried out a frenzied attack on a local shopkeeper. 两名十几岁的少年对当地的一个店主进行了疯狂的袭击。

12 retailed   

vt.零售（retail的过去式与过去分词形式）

参考例句：

• She retailed the neighbours' activities with relish. 她饶有兴趣地对邻居们的活动说三道四。
• The industrial secrets were retailed to a rival concern. 工业秘密被泄露给一家对立的公司。 来自《简明英汉词典》