英国卫报：Gap是如何迷失自己的？(2)

　　Influencers were making Gap hoodies the focal point of their outfits¹, elevating them from an everyday default to a fashion statement.

　　有影响力的人将Gap卫衣成为他们服装的焦点，将它们从日常普通装扮提升为时尚宣言。

　　Last summer, hoping to capitalise on this flurry of interest, Gap released a limited edition version of the brown logo hoodie and asked TikTok users to vote for the next colour.

　　去年夏天Gap希望利用这股热潮，发布了限量版的棕色带logo的卫衣，并邀请TikTok用户为下一种颜色投票。

　　Influencers like Kristoffersen started featuring the hoodie in Instagram posts sponsored by Gap; Langhorne has received several sweatshirts as a gift from the brand.

　　像克里斯托弗森这样的有影响力的人开始在Gap赞助的Instagram帖子中展示这件卫衣；朗格霍恩已经收到了该品牌赠送的几件运动衫。

　　Gap needed the buzz.

　　Gap需要这个噱头。

　　Once one of the biggest names in retail², the San Francisco-based chain has been struggling for the better part of two decades, as shoppers have migrated toward more stylish³ and less expensive brands.

　　这家总部位于旧金山的连锁店曾是零售业中最大的品牌之一，但20年来的大部分时间里，随着购物者转向更时尚、更便宜的品牌，它一直在苦苦挣扎。

　　Its position has slipped within its parent company, Gap Inc, which also owns Old Navy (budget-conscious clothes for the family), Athleta (workout gear for women), and Banana Republic (office wear for young people).

　　它在母公司盖璞公司的地位有所下滑，盖璞公司还拥有Old Navy(注重预算的家庭服装)、Athleta(女性运动装备)和Banana Republic(年轻人穿的办公服装)等品牌。

　　As its original brand, Gap may still be the corporation’s spiritual foundation, but it is no longer central to its financial success.

　　作为其最初的品牌，Gap可能仍然是该公司的精神基础，但它不再是其财务成功的核心。

　　In 2021, Old Navy, with its cheerful, family-friendly basics (matching patterned pyjamas⁴ for the holidays, and so on), brought in more than $9bn of revenue -- more than twice as much as Gap itself.

　　2021年，Old Navy凭借其欢快、适合家庭的基本款服装(假日搭配图案的睡衣等)带来了超过90亿美元的收入--是Gap本身的两倍多。

　　Gap is now in the midst of a three-year turnaround plan, unveiled in 2020 by its CEO Sonia Syngal.

　　Gap目前正在进行一项为期三年的扭亏为盈计划，该计划由Gap首席执行官索尼娅·辛格尔于2020年公布。

　　By 2023, Syngal hopes that Gap will represent a smaller portion of Gap Inc’s overall business but will be profitable.

　　辛格尔希望，到2023年，Gap将在盖璞公司的整体业务中所占比例下降，但将实现盈利。

　　That has meant cost-cutting: closing stores, moving out of malls and shifting to a franchise⁵ business in the UK and Europe.

　　这意味着削减成本：在英国和欧洲关闭门店，搬离购物中心，转向特许经营业务。

　　It has also involved design changes.

　　它还涉及设计上的改变。

　　While Gap is focusing on its most successful categories -- denim⁶, activewear, fleeces and knitwear

　　虽然Gap专注于最成功的品类--牛仔、运动服、羊毛和针织品

　　-- it grabbed headlines in June 2020 when it announced a 10-year collaboration⁷ deal with Yeezy,

　　--但它在2020年6月宣布与Yeezy签订了为期10年的合作协议，登上了新闻头条。

　　the influential⁸ fashion brand run by the artist formerly⁹ known as Kanye West, who recently changed his name to Ye.

　　Yeezy是一个有影响力的时尚品牌，由艺术家坎耶·韦斯特经营，最近改名为Ye。

　　There are some signs that Gap is moving in the right direction.

　　有一些迹象表明，Gap正在朝着正确的方向发展。

　　Sales in North America were up in 2021, prompting Gap Inc, in its most recent annual report, to declare its namesake brand “cool and relevant again”.

　　2021年，盖璞公司在北美的销售额有所上升，促使盖璞公司在其最新的年报中宣布，其同名品牌“再次变得酷炫且具有影响力”。

1 outfits   

n.全套装备( outfit的名词复数 )；一套服装；集体；组织v.装备，配置设备，供给服装( outfit的第三人称单数 )

参考例句：

• He jobbed out the contract to a number of small outfits. 他把承包工程分包给许多小单位。 来自辞典例句
• Some cyclists carry repair outfits because they may have a puncture. 有些骑自行车的人带修理工具，因为他们车胎可能小孔。 来自辞典例句

2 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。

3 stylish   

adj.流行的，时髦的；漂亮的，气派的

参考例句：

• He's a stylish dresser.他是个穿着很有格调的人。
• What stylish women are wearing in Paris will be worn by women all over the world.巴黎女性时装往往会引导世界时装潮流。

4 pyjamas   

n.（宽大的）睡衣裤

参考例句：

• This pyjamas has many repairs.这件睡衣有许多修补过的地方。
• Martin was in his pyjamas.马丁穿着睡衣。

5 franchise   

n.特许，特权，专营权，特许权

参考例句：

• Catering in the schools is run on a franchise basis.学校餐饮服务以特许权经营。
• The United States granted the franchise to women in 1920.美国于1920年给妇女以参政权。

6 denim   

n.斜纹棉布；斜纹棉布裤，牛仔裤

参考例句：

• She wore pale blue denim shorts and a white denim work shirt.她穿着一条淡蓝色的斜纹粗棉布短裤，一件白粗布工作服上衣。
• Dennis was dressed in denim jeans.丹尼斯穿了一条牛仔裤。

7 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。

8 influential   

adj.有影响的，有权势的

参考例句：

• He always tries to get in with the most influential people.他总是试图巴结最有影响的人物。
• He is a very influential man in the government.他在政府中是个很有影响的人物。

9 formerly   

adv.从前，以前

参考例句：

• We now enjoy these comforts of which formerly we had only heard.我们现在享受到了过去只是听说过的那些舒适条件。
• This boat was formerly used on the rivers of China.这船从前航行在中国内河里。