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meili 发表于 2022-10-18 19:40:47

服装零售

<p>　　2015复习正是强化复习阶段，在考研英语中占了40分，所以考研英语阅读是英语科目中重要的一项。名师老师曾建议过考研生需要坚持每天泛读10-15分钟的英文原刊。强烈推荐了杂志《经济学人》.杂志中的文章也是考研英语的主要材料来源.希望考研考生认真阅读，快速提高考研英语阅读水平。　　<span word="Clothes">Clothes</span> <span word="retailing">retailing</span>　　服装零售　　<span word="The">The</span> <span word="dedicated">dedicated</span> <span word="followers">followers</span> <span word="of">of</span> <span word="fast">fast</span> <span word="fashion">fashion</span>　　专注追随快时尚的他们　　<span word="Spain">Spain</span> <span word="s">s</span> <span word="most">most</span> <span word="successful">successful</span> <span word="fashion">fashion</span> <span word="retailer">retailer</span>, <span word="Inditex">Inditex</span>,<span word="has">has</span> <span word="two">two</span> <span word="ambitious">ambitious</span> <span word="local">local</span> <span word="rivals">rivals</span> <span word="snapping">snapping</span> <span word="at">at</span> <span word="its">its</span> <span word="heels">heels</span>　　西班牙最成功的时尚零售商<span word="Inditex">Inditex</span>正被两位野心勃勃的对手追赶　　<span word="ON">ON</span> <span word="HIGH">HIGH</span> <span word="streets">streets</span> <span word="and">and</span> <span word="in">in</span> <span word="shopping">shopping</span> <span word="centres">centres</span> <span word="across">across</span> <span word="the">the</span> <span word="globe">globe</span>, <span word="Spain">Spain</span> <span word="s">s</span> <span word="most">most</span> <span word="successful">successful</span> <span word="clothingretailer">clothingretailer</span>, <span word="Inditexbest">Inditexbest</span> <span word="known">known</span> <span word="for">for</span> <span word="its">its</span> <span word="Zara">Zara</span> <span word="outletsdoes">outletsdoes</span> <span word="battle">battle</span> <span word="daily">daily</span> <span word="against">against</span> <span word="such">such</span> <span word="othermultinational">othermultinational</span> <span word="fast">fast</span>-<span word="fashion">fashion</span> <span word="giants">giants</span> <span word="as">as</span> <span word="Hennes">Hennes</span> <span word="Mauritz">Mauritz</span> <span word="of">of</span> <span word="Sweden">Sweden</span>, <span word="Uniqlo">Uniqlo</span> <span word="of">of</span> <span word="Japan">Japan</span> <span word="andGap">andGap</span> <span word="of">of</span> <span word="the">the</span> <span word="United">United</span> <span word="States">States</span>. <span word="But">But</span> <span word="it">it</span> <span word="also">also</span> <span word="faces">faces</span> <span word="rising">rising</span> <span word="competition">competition</span>, <span word="at">at</span> <span word="home">home</span> <span word="and">and</span> <span word="abroad">abroad</span>, <span word="from">from</span> <span word="twoSpanish">twoSpanish</span> <span word="rivals">rivals</span>, <span word="Mango">Mango</span> <span word="and">and</span> <span word="Desigual">Desigual</span>.　　在全球各地的主要街道和商场内，西班牙最负盛名的服装零售商<span word="Zara">Zara</span>的拥有者<span word="Inditex">Inditex</span>集团，每时每刻都在和其他跨国快时尚巨头角逐，其中包括瑞典的<span word="H">H</span> <span word="M">M</span>,日本的优衣库，以及美国的<span word="Gap">Gap</span>。与此同时，随着两家西班牙对手，<span word="Mango">Mango</span>和<span word="Desigual">Desigual</span>的登场，海内外的竞争愈演愈烈。　　<span word="The">The</span> <span word="larger">larger</span> <span word="of">of</span> <span word="the">the</span> <span word="two">two</span> <span word="contenders">contenders</span>, <span word="Mango">Mango</span> <span word="is">is</span> <span word="still">still</span> <span word="fairly">fairly</span> <span word="small">small</span>: <span word="its">its</span> <span word="turnover">turnover</span> <span word="of">of</span> 1.9 <span word="billion">billion</span> <span word="last">last</span> <span word="yearwas">yearwas</span> <span word="less">less</span> <span word="than">than</span> <span word="one">one</span>-<span word="fifth">fifth</span> <span word="that">that</span> <span word="of">of</span> <span word="Inditex">Inditex</span> <span word="s">s</span> <span word="Zara">Zara</span> <span word="branches">branches</span>. <span word="But">But</span> <span word="Mango">Mango</span> <span word="already">already</span> <span word="has">has</span> <span word="more">more</span> <span word="outletsthan">outletsthan</span> <span word="Zara">Zara</span>, <span word="and">and</span> <span word="is">is</span> <span word="in">in</span> <span word="more">more</span> <span word="countries">countries</span> <span word="than">than</span> <span word="Inditex">Inditex</span> <span word="as">as</span> <span word="a">a</span> <span word="whole">whole</span>. <span word="Mango">Mango</span> <span word="plans">plans</span> <span word="to">to</span> <span word="open">open</span> <span word="lots">lots</span> <span word="morebranches">morebranches</span> <span word="and">and</span> <span word="increase">increase</span> <span word="its">its</span> <span word="turnover">turnover</span> <span word="to">to</span> 5 <span word="billion">billion</span> <span word="by">by</span> 2017.　　虽然比<span word="Desigual">Desigual</span>略大，<span word="Mango">Mango</span>的规模依旧较小:其去年19亿欧元的营业额还不到<span word="Inditex">Inditex</span>旗下分支<span word="Zara">Zara</span>的五分之一。然而，<span word="Mango">Mango</span>的店铺数量已经超过了<span word="Zara">Zara</span>，分布在107个国家，这远远广于整个<span word="Inditex">Inditex</span>的地理分布。<span word="Mango">Mango</span>还计划开设更多的分支品牌，并在2017年之前达到50亿的营业额。　　<span word="Desigual">Desigual</span> <span word="is">is</span> <span word="smaller">smaller</span> <span word="still">still</span>. <span word="It">It</span> <span word="had">had</span> <span word="sales">sales</span> <span word="of">of</span> 828<span word="m">m</span> <span word="last">last</span> <span word="year">year</span>, <span word="four">four</span>-<span word="fifths">fifths</span> <span word="of">of</span> <span word="them">them</span> <span word="outside">outside</span> <span word="Spain">Spain</span>, <span word="andhas">andhas</span> <span word="outlets">outlets</span> <span word="in">in</span> 109 <span word="countries">countries</span>. <span word="It">It</span> <span word="has">has</span> <span word="expanded">expanded</span> <span word="tenfold">tenfold</span> <span word="since">since</span> 2007. <span word="Its">Its</span> <span word="heady">heady</span> <span word="growth">growth</span> <span word="hasattracted">hasattracted</span> <span word="the">the</span> <span word="attention">attention</span> <span word="of">of</span> <span word="Eurazeo">Eurazeo</span>, <span word="a">a</span> <span word="French">French</span> <span word="private">private</span>-<span word="equity">equity</span> <span word="firm">firm</span>, <span word="which">which</span> <span word="in">in</span> <span word="March">March</span> <span word="bought">bought</span> <span word="a">a</span>10% <span word="stake">stake</span>. <span word="This">This</span> <span word="valued">valued</span> <span word="Desigual">Desigual</span> <span word="at">at</span> 2.9 <span word="billion">billion</span>; <span word="Inditex">Inditex</span> <span word="s">s</span> <span word="current">current</span> <span word="stockmarket">stockmarket</span> <span word="valuation">valuation</span> <span word="is">is</span> 70<span word="billion">billion</span>.　　<span word="Desigual">Desigual</span>比<span word="Mango">Mango</span>还要小。去年它的销售额为8.28亿欧元，其中五分之四的销售额来自西班牙境外。<span word="Desigual">Desigual</span>在109个国家都有店铺，规模自从2007年以来增加了十倍。如此迅速的增长引人注目，一家法国的私募公司<span word="Eurazeo">Eurazeo</span>于三月购买了10%的股权。此交易使得<span word="Desigual">Desigual</span>的估价达到了29亿欧元;与之相比，<span word="Inditex">Inditex</span>目前的股价为700亿欧元。　　<span word="Besides">Besides</span> <span word="all">all</span> <span word="being">being</span> <span word="from">from</span> <span word="Spain">Spain</span>, <span word="the">the</span> <span word="three">three</span> <span word="retailers">retailers</span> <span word="each">each</span> <span word="have">have</span> <span word="media">media</span>-<span word="shy">shy</span> <span word="founders">founders</span> <span word="who">who</span> <span word="havebrought">havebrought</span> <span word="in">in</span> <span word="outside">outside</span> <span word="managers">managers</span> <span word="to">to</span> <span word="help">help</span> <span word="them">them</span> <span word="expand">expand</span>, <span word="explains">explains</span> <span word="Marcel">Marcel</span> <span word="Planellas">Planellas</span> <span word="of">of</span> <span word="EsadeBusiness">EsadeBusiness</span> <span word="School">School</span> <span word="in">in</span> <span word="Barcelona">Barcelona</span>. <span word="Amancio">Amancio</span> <span word="Ortega">Ortega</span> <span word="of">of</span> <span word="InditexForbes">InditexForbes</span> <span word="reckons">reckons</span> <span word="he">he</span> <span word="is">is</span> <span word="now">now</span> <span word="theworld">theworld</span> <span word="s">s</span> <span word="fourth">fourth</span>-<span word="richest">richest</span> <span word="manbegan">manbegan</span> <span word="by">by</span> <span word="making">making</span> <span word="bathrobes">bathrobes</span> <span word="before">before</span> <span word="opening">opening</span> <span word="the">the</span> <span word="first">first</span> <span word="Zara">Zara</span> <span word="in">in</span> 1975<span word="in">in</span> <span word="Galicia">Galicia</span>. <span word="His">His</span> <span word="success">success</span> <span word="blazed">blazed</span> <span word="a">a</span> <span word="trail">trail</span> <span word="for">for</span> <span word="the">the</span> <span word="other">other</span> <span word="two">two</span>. <span word="Isak">Isak</span> <span word="Andic">Andic</span>, <span word="Mango">Mango</span> <span word="s">s</span> <span word="Istanbul">Istanbul</span>-<span word="bornfounder">bornfounder</span>, <span word="started">started</span> <span word="by">by</span> <span word="selling">selling</span> <span word="imported">imported</span> <span word="goods">goods</span> <span word="at">at</span> <span word="a">a</span> <span word="market">market</span> <span word="stall">stall</span> <span word="in">in</span> <span word="Barcelona">Barcelona</span>, <span word="and">and</span> <span word="Desigual">Desigual</span> <span word="sSwiss">sSwiss</span>-<span word="born">born</span> <span word="Thomas">Thomas</span> <span word="Meyer">Meyer</span> <span word="made">made</span> <span word="denim">denim</span> <span word="jackets">jackets</span> <span word="in">in</span> <span word="Ibiza">Ibiza</span>. <span word="Mr">Mr</span> <span word="Andic">Andic</span> <span word="and">and</span> <span word="Mr">Mr</span> <span word="Meyer">Meyer</span> <span word="both">both</span> <span word="openedtheir">openedtheir</span> <span word="first">first</span> <span word="shops">shops</span> <span word="in">in</span> <span word="the">the</span> <span word="mid">mid</span>-1980<span word="s">s</span>, <span word="though">though</span> <span word="Desigual">Desigual</span> <span word="was">was</span> <span word="a">a</span> <span word="late">late</span> <span word="bloomer">bloomer</span> <span word="until">until</span> <span word="its">its</span> <span word="recent">recent</span> <span word="growthspurt">growthspurt</span>.　　这三家零售商的创始人不仅都来自西班牙，对媒体也避之不及。巴塞罗那<span word="ESADE">ESADE</span>商学院的<span word="Marcel">Marcel</span>称，他们都请来了职业经理人来帮忙扩大业务。据福布斯猜测，<span word="Indidex">Indidex</span>集团的阿曼西奥奥尔特加已经成为了世界第四首富。他远在1975年在加利西亚第一家<span word="Zara">Zara</span>开张之前，就开始制作浴袍。这为其他两位创始人开辟了一条道路。伊斯坦布尔出生的<span word="Mango">Mango</span>创始人伊萨克安蒂奇，靠着在巴塞罗那摆摊卖进口货起家;<span word="Desigual">Desigual</span>的托马斯梅耶来自瑞士，在伊比萨靠制作牛仔夹克起家;安蒂奇先生和梅尔先生都在80年代中期开张了第一家店铺;不过<span word="Desigual">Desigual</span>倒是大器晚成，最近几年才开始突飞猛进。　　<span word="Whereas">Whereas</span> <span word="its">its</span> <span word="two">two</span> <span word="younger">younger</span> <span word="rivals">rivals</span> <span word="follow">follow</span> <span word="a">a</span> <span word="more">more</span> <span word="conventional">conventional</span> <span word="fashion">fashion</span>-<span word="retail">retail</span> <span word="model">model</span> <span word="of">of</span> <span word="changingtheir">changingtheir</span> <span word="collections">collections</span> <span word="two">two</span> <span word="to">to</span> <span word="four">four</span> <span word="times">times</span> <span word="a">a</span> <span word="year">year</span>, <span word="Inditex">Inditex</span> <span word="constantly">constantly</span> <span word="churns">churns</span> <span word="out">out</span> <span word="new">new</span> <span word="designs">designs</span>, <span word="toencourage">toencourage</span> <span word="consumers">consumers</span> <span word="to">to</span> <span word="return">return</span> <span word="to">to</span> <span word="its">its</span> <span word="shops">shops</span> <span word="frequently">frequently</span>. <span word="Inditex">Inditex</span> <span word="has">has</span> <span word="about">about</span> <span word="half">half</span> <span word="of">of</span> <span word="its">its</span> <span word="clothesstitched">clothesstitched</span> <span word="together">together</span> <span word="in">in</span> <span word="Spain">Spain</span> <span word="or">or</span> <span word="nearby">nearby</span> <span word="countries">countries</span>, <span word="so">so</span> <span word="it">it</span> <span word="can">can</span> <span word="react">react</span> <span word="fast">fast</span> <span word="to">to</span> <span word="changing">changing</span> <span word="trends">trends</span>. <span word="Thiscosts">Thiscosts</span> <span word="more">more</span> <span word="but">but</span> <span word="helps">helps</span> <span word="avoid">avoid</span> <span word="fashion">fashion</span> <span word="misses">misses</span> <span word="and">and</span> <span word="markdowns">markdowns</span>. <span word="The">The</span> <span word="other">other</span> <span word="two">two</span>, <span word="again">again</span> <span word="followingthe">followingthe</span> <span word="industry">industry</span> <span word="s">s</span> <span word="conventions">conventions</span>, <span word="have">have</span> <span word="largely">largely</span> <span word="outsourced">outsourced</span> <span word="production">production</span> <span word="to">to</span> <span word="Asia">Asia</span>, <span word="though">though</span> <span word="Desigual">Desigual</span> <span word="isalso">isalso</span> <span word="starting">starting</span> <span word="to">to</span> <span word="stitch">stitch</span> <span word="more">more</span> <span word="clothes">clothes</span> <span word="in">in</span> <span word="Europe">Europe</span> <span word="to">to</span> <span word="get">get</span> <span word="them">them</span> <span word="into">into</span> <span word="the">the</span> <span word="shops">shops</span> <span word="faster">faster</span>.　　<span word="Mango">Mango</span>和<span word="Desigual">Desigual</span>虽然资历尚浅，但走的还是较为传统的时尚零售模式，平均一年更换两到四次服装系列。相比之下，<span word="Inditex">Inditex</span>则不断更新设计，以吸引回头客频繁光顾。<span word="Inditex">Inditex</span>大约一半的衣服都在西班牙或临近国家缝合，以便及时应对千变万化的潮流。尽管这样做的费用较高，却能有效避免过季过时、降价促销。在这点上，另外两家则依旧紧随行业惯例，把生产基本上都外包到亚洲。不过<span word="Desigual">Desigual</span>也开始在欧洲缝合衣服，以期能够更快把服装引入店铺。　　<span word="Inditex">Inditex</span> <span word="has">has</span> <span word="been">been</span> <span word="able">able</span> <span word="to">to</span> <span word="do">do</span> <span word="without">without</span> <span word="advertising">advertising</span>, <span word="relying">relying</span> <span word="on">on</span> <span word="good">good</span> <span word="store">store</span> <span word="locations">locations</span> <span word="in">in</span> <span word="big">big</span> <span word="cities">cities</span> <span word="toattract">toattract</span> <span word="custom">custom</span>. <span word="Desigual">Desigual</span>, <span word="in">in</span> <span word="its">its</span> <span word="rush">rush</span> <span word="to">to</span> <span word="catch">catch</span> <span word="up">up</span>, <span word="has">has</span> <span word="created">created</span> <span word="a">a</span> <span word="buzz">buzz</span> <span word="with">with</span> <span word="controversialadvertisements">controversialadvertisements</span> <span word="and">and</span> <span word="quirky">quirky</span> <span word="promotions">promotions</span> <span word="such">such</span> <span word="as">as</span> <span word="offering">offering</span> <span word="free">free</span> <span word="clothesto">clothesto</span> <span word="shoppers">shoppers</span> <span word="who">who</span> <span word="arrive">arrive</span> <span word="in">in</span> <span word="their">their</span> <span word="underwear">underwear</span>. <span word="Desigual">Desigual</span> <span word="promotes">promotes</span> <span word="itself">itself</span> <span word="as">as</span> <span word="a">a</span> <span word="lifestyle">lifestyle</span> <span word="brand">brand</span>,<span word="more">more</span> <span word="like">like</span> <span word="Nike">Nike</span> <span word="than">than</span> <span word="Zara">Zara</span>. <span word="Its">Its</span> <span word="bold">bold</span> <span word="prints">prints</span> <span word="and">and</span> <span word="carefree">carefree</span>, <span word="Mediterranean">Mediterranean</span> <span word="vibe">vibe</span> <span word="are">are</span> <span word="almost">almost</span> <span word="aspopular">aspopular</span> <span word="in">in</span> <span word="France">France</span> <span word="as">as</span> <span word="they">they</span> <span word="are">are</span> <span word="in">in</span> <span word="Spain">Spain</span>, <span word="says">says</span> <span word="its">its</span> <span word="chief">chief</span> <span word="executive">executive</span>, <span word="Manel">Manel</span> <span word="Jadraque">Jadraque</span>, <span word="who">who</span> <span word="isaiming">isaiming</span> <span word="to">to</span> <span word="make">make</span> <span word="France">France</span> <span word="the">the</span> <span word="company">company</span> <span word="s">s</span> <span word="biggest">biggest</span> <span word="market">market</span> <span word="by">by</span> <span word="the">the</span> <span word="end">end</span> <span word="of">of</span> <span word="this">this</span> <span word="year">year</span>. <span word="If">If</span> <span word="we">we</span> <span word="canmake">canmake</span> <span word="it">it</span> <span word="in">in</span> <span word="Paris">Paris</span>, <span word="the">the</span> <span word="birthplace">birthplace</span> <span word="of">of</span> <span word="fashion">fashion</span>, <span word="we">we</span> <span word="are">are</span> <span word="doing">doing</span> <span word="well">well</span>.　　<span word="Inditex">Inditex</span>依托在大型城市良好的店址做到了零广告。<span word="Desigual">Desigual</span>急于赶上，创造了不少颇具争议的广告和古怪的促销活动，如只穿内衣的上门顾客就能免费获赠服装。<span word="Desigual">Desigual</span>的公关形象是生活方式品牌，和<span word="Zara">Zara</span>相比，倒是更像耐克。<span word="Desigual">Desigual</span>用图大胆，无拘无束，地中海风味浓郁，在法国和西班牙一样大受欢迎。首席执行官马内尔哈德拉克立志要将今年年底前使法国成为该公司最大的市场。巴黎是时尚的发源地，如果我们能在这儿成功，那就说明我们干得不错。　　<span word="Though">Though</span> <span word="Desigual">Desigual</span> <span word="has">has</span> <span word="outlets">outlets</span> <span word="all">all</span> <span word="over">over</span> <span word="the">the</span> <span word="world">world</span>, <span word="around">around</span> <span word="nine">nine</span>-<span word="tenths">tenths</span> <span word="of">of</span> <span word="its">its</span> <span word="sales">sales</span> <span word="are">are</span> <span word="still">still</span> <span word="inEurope">inEurope</span>, <span word="so">so</span> <span word="it">it</span> <span word="is">is</span> <span word="unclear">unclear</span> <span word="how">how</span> <span word="far">far</span> <span word="its">its</span> <span word="vibe">vibe</span> <span word="can">can</span> <span word="travel">travel</span>. <span word="It">It</span> <span word="has">has</span> <span word="closed">closed</span> <span word="its">its</span> <span word="shops">shops</span> <span word="in">in</span> <span word="China">China</span> <span word="toconcentrate">toconcentrate</span> <span word="on">on</span> <span word="other">other</span> <span word="Asian">Asian</span> <span word="markets">markets</span>, <span word="such">such</span> <span word="as">as</span> <span word="Japan">Japan</span>. <span word="Inditex">Inditex</span>, <span word="in">in</span> <span word="contrast">contrast</span>, <span word="has">has</span> <span word="more">more</span> <span word="than">than</span>450 <span word="shops">shops</span> <span word="in">in</span> <span word="China">China</span>.　　虽然<span word="Desigual">Desigual</span>的店址遍布世界各地，但有十分之九的销售额都来自欧洲，所以目前其前景不明。为了关注其他亚洲市场，它已经关闭了中国的店铺。与之相比，<span word="Inditex">Inditex</span>在中国的门店超过450家。　　<span word="Mr">Mr</span> <span word="Jadraque">Jadraque</span>, <span word="seeing">seeing</span> <span word="how">how</span> <span word="crowded">crowded</span> <span word="the">the</span> <span word="budget">budget</span> <span word="end">end</span> <span word="of">of</span> <span word="fast">fast</span> <span word="fashion">fashion</span> <span word="is">is</span> <span word="getting">getting</span>, <span word="is">is</span> <span word="targeting">targeting</span> <span word="aslightly">aslightly</span> <span word="fancier">fancier</span> <span word="segment">segment</span> <span word="of">of</span> <span word="the">the</span> <span word="market">market</span>: <span word="in">in</span> <span word="Spain">Spain</span> <span word="Desigual">Desigual</span> <span word="s">s</span> <span word="T">T</span>-<span word="shirts">shirts</span> <span word="start">start</span> <span word="at">at</span> 29 <span word="comparedwith">comparedwith</span> <span word="around">around</span> 13 <span word="at">at</span> <span word="Zara">Zara</span> <span word="and">and</span> 10 <span word="at">at</span> <span word="Mango">Mango</span>. <span word="It">It</span> <span word="sells">sells</span> <span word="its">its</span> <span word="clothes">clothes</span> <span word="through">through</span> <span word="a">a</span> <span word="variety">variety</span> <span word="of">of</span> <span word="channels">channels</span>,<span word="such">such</span> <span word="as">as</span> <span word="wholesalers">wholesalers</span> <span word="and">and</span> <span word="department">department</span> <span word="stores">stores</span>, <span word="and">and</span> <span word="it">it</span> <span word="has">has</span> <span word="extended">extended</span> <span word="its">its</span> <span word="brand">brand</span> <span word="into">into</span> <span word="shoes">shoes</span>,<span word="sportswear">sportswear</span> <span word="and">and</span> <span word="cosmetics">cosmetics</span>. <span word="So">So</span> <span word="far">far</span>, <span word="Desigual">Desigual</span> <span word="s">s</span> <span word="focus">focus</span> <span word="on">on</span> <span word="fun">fun</span> <span word="and">and</span> <span word="profit">profit</span> <span word="is">is</span> <span word="paying">paying</span> <span word="off">off</span>. <span word="Last">Last</span> <span word="yearits">yearits</span> <span word="margin">margin</span> <span word="was">was</span> 29%, <span word="higher">higher</span> <span word="than">than</span> <span word="Inditex">Inditex</span> <span word="s">s</span> <span word="and">and</span> <span word="double">double</span> <span word="that">that</span> <span word="of">of</span> <span word="Mango">Mango</span>.　　目睹日渐拥挤的平价快时尚市场，哈德拉克先生把目光投向了一个稍微花哨的市场：在西班牙，<span word="Desigual">Desigual</span>的<span word="T">T</span>恤起价29欧元，而<span word="Zara">Zara</span>和<span word="Mango">Mango</span>的<span word="T">T</span>恤只有13欧元和10欧元。<span word="Desigual">Desigual</span>的服装销售渠道多样，包括批发商和百货公司，而其品牌也已延伸至鞋类、运动服和化妆品。到目前为止，<span word="Desigual">Desigual</span>乐趣与利润并举的策略已经初见成效。去年利润率为29%，高出<span word="Inditex">Inditex</span>, 更是<span word="Mango">Mango</span>的两倍。　　<span word="Europe">Europe</span> <span word="s">s</span> <span word="recession">recession</span> <span word="hit">hit</span> <span word="Mango">Mango</span> <span word="harder">harder</span> <span word="than">than</span> <span word="its">its</span> <span word="rivals">rivals</span>. <span word="In">In</span> 2011 <span word="it">it</span> <span word="had">had</span> <span word="to">to</span> <span word="cut">cut</span> <span word="its">its</span> <span word="prices">prices</span> <span word="andreinvent">andreinvent</span> <span word="itself">itself</span>, <span word="ditching">ditching</span> <span word="glitzier">glitzier</span> <span word="clothes">clothes</span> <span word="to">to</span> <span word="focus">focus</span> <span word="more">more</span> <span word="on">on</span> <span word="casual">casual</span> <span word="basics">basics</span>, <span word="says">says</span> <span word="its">its</span> <span word="chiefexecutive">chiefexecutive</span>, <span word="Enric">Enric</span> <span word="Casi">Casi</span>. <span word="Last">Last</span> <span word="year">year</span> <span word="sales">sales</span> <span word="grew">grew</span> 9%, <span word="outpacing">outpacing</span> <span word="Inditex">Inditex</span> <span word="s">s</span>. <span word="So">So</span> <span word="far">far</span>, <span word="Mango">Mango</span> <span word="s">s</span> <span word="shopshave">shopshave</span> <span word="been">been</span> <span word="relatively">relatively</span> <span word="small">small</span>, <span word="and">and</span> <span word="aimed">aimed</span> <span word="at">at</span> <span word="young">young</span> <span word="women">women</span>. <span word="Emulating">Emulating</span> <span word="Inditex">Inditex</span>, <span word="it">it</span> <span word="is">is</span> <span word="now">now</span> <span word="openingbigger">openingbigger</span> <span word="ones">ones</span> <span word="that">that</span> <span word="stock">stock</span> <span word="men">men</span> <span word="s">s</span> <span word="and">and</span> <span word="children">children</span> <span word="s">s</span> <span word="clothes">clothes</span>, <span word="sportswear">sportswear</span> <span word="and">and</span> <span word="underwear">underwear</span>, <span word="as">as</span> <span word="well">well</span> <span word="as">as</span> <span word="aseparate">aseparate</span> <span word="chain">chain</span> <span word="called">called</span> <span word="Violeta">Violeta</span> <span word="by">by</span> <span word="Mango">Mango</span>, <span word="for">for</span> <span word="women">women</span> <span word="with">with</span> <span word="fuller">fuller</span> <span word="figures">figures</span>. <span word="All">All</span> <span word="this">this</span> <span word="means">means</span> <span word="heavyspending">heavyspending</span> <span word="on">on</span> <span word="logistics">logistics</span>, <span word="says">says</span> <span word="Mr">Mr</span> <span word="Casi">Casi</span>, <span word="and">and</span> <span word="less">less</span> <span word="reliance">reliance</span> <span word="on">on</span> <span word="franchised">franchised</span> <span word="outlets">outlets</span> <span word="for">for</span> <span word="growth">growth</span>.　　欧洲的经济衰退给<span word="Mango">Mango</span>带来的打击比其他对手都更严重。首席执行官安瑞可卡西称，2011年时它不得不削减价格，重整旗鼓，摒弃华而不实的服装，转而专注于休闲风。去年销售额增长了9%，超越了<span word="Inditex">Inditex</span>。目前，<span word="Mango">Mango</span>的店铺规模较小，主要针对年轻女性。不过，它也开始效仿<span word="Inditex">Inditex</span>,开放了更大的店铺，一并出售男装、童装、运动衣和内衣，同时开设了另一家名为<span word="Violeta">Violeta</span>的连锁店，主要服务体型比较丰满的女性。可卡西称，这一切都意味着更为沉重的物流开支，以及减少对特许经营店依赖的增长策略。　　<span word="Such">Such</span> <span word="change">change</span> <span word="is">is</span> <span word="akin">akin</span> <span word="to">to</span> <span word="altering">altering</span> <span word="Mango">Mango</span> <span word="s">s</span> <span word="DNA">DNA</span> <span word="says">says</span> <span word="Joan">Joan</span> <span word="Enric">Enric</span> <span word="Ricart">Ricart</span> <span word="of">of</span> <span word="IESE">IESE</span>, <span word="another">another</span> <span word="businessschool">businessschool</span> <span word="in">in</span> <span word="Barcelonaa">Barcelonaa</span> <span word="formidable">formidable</span> <span word="challenge">challenge</span>. <span word="Even">Even</span> <span word="if">if</span> <span word="all">all</span> <span word="goes">goes</span> <span word="to">to</span> <span word="plan">plan</span>, <span word="it">it</span> <span word="will">will</span> <span word="take">take</span> <span word="almost">almost</span> <span word="adecade">adecade</span> <span word="to">to</span> <span word="get">get</span> <span word="to">to</span> <span word="where">where</span> <span word="Zara">Zara</span> <span word="s">s</span> <span word="sales">sales</span> <span word="are">are</span> <span word="now">now</span>. <span word="Nevertheless">Nevertheless</span>, <span word="having">having</span> <span word="two">two</span> <span word="such">such</span> <span word="ambitiousrivals">ambitiousrivals</span> <span word="on">on</span> <span word="its">its</span> <span word="doorstep">doorstep</span> <span word="will">will</span> <span word="surely">surely</span> <span word="keep">keep</span> <span word="Inditex">Inditex</span> <span word="on">on</span> <span word="its">its</span> <span word="toes">toes</span>.　　琼安瑞科李卡特来自巴塞罗那的另一家商学院<span word="IESE">IESE</span>，声称这样的改变无异于对<span word="Mango">Mango</span>进行基因重组，可谓困难重重。即使一切都能按照计划进行，要想取得<span word="Zara">Zara</span>目前的销售量也需要差不多十年功夫。不过，有这么两位竞争对手紧紧相随，足以叫<span word="Inditex">Inditex</span>时刻保持警醒。　　词语解释　　1.<span word="plan">plan</span> <span word="to">to</span> 打算,计划　　<span word="Of">Of</span> <span word="those">those</span> <span word="surveyed">surveyed</span>, 23% <span word="plan">plan</span> <span word="to">to</span> <span word="hire">hire</span> <span word="more">more</span> <span word="than">than</span> <span word="lastyear">lastyear</span>.　　受访公司中有23%计划在去年的基础上增加招聘人数。　　<span word="Pickard">Pickard</span> <span word="didn">didn</span> <span word="t">t</span> <span word="plan">plan</span> <span word="to">to</span> <span word="pave">pave</span> <span word="the">the</span> <span word="way">way</span> <span word="for">for</span> <span word="earning">earning</span> <span word="adirt">adirt</span>-<span word="cheap">cheap</span> <span word="business">business</span> <span word="education">education</span>.　　一开始，皮卡德并未打算花很少的钱去接受商学教育。　　2.<span word="return">return</span> <span word="to">to</span> 返回　　<span word="Now">Now</span> <span word="we">we</span> <span word="might">might</span> <span word="have">have</span> <span word="to">to</span> <span word="return">return</span> <span word="to">to</span> <span word="the">the</span> <span word="old">old</span> <span word="standbys">standbys</span>.　　不过，现在我们恐怕不得不回到前面老二样上去了。　　<span word="For">For</span> <span word="one">one</span> <span word="small">small</span> <span word="group">group</span> <span word="of">of</span> <span word="investors">investors</span>, <span word="this">this</span> <span word="return">return</span> <span word="to">to</span> <span word="normal">normal</span> <span word="places">places</span> <span word="them">them</span> <span word="in">in</span> <span word="a">a</span> <span word="new">new</span>, <span word="confoundingposition">confoundingposition</span>.　　对一小部分投资者来说，情况恢复正常让他们陷入了另一种惶恐状态。　　3.<span word="rely">rely</span> <span word="on">on</span> 依赖;依靠;信任　　<span word="Scientists">Scientists</span> <span word="studying">studying</span> <span word="combustion">combustion</span> <span word="must">must</span> <span word="rely">rely</span> <span word="on">on</span> <span word="guesswork">guesswork</span>.　　研究燃烧的科学家必须依靠猜测。　　<span word="The">The</span> <span word="government">government</span> <span word="cannot">cannot</span> <span word="continue">continue</span> <span word="to">to</span> <span word="rely">rely</span> <span word="on">on</span> <span word="pdvsa">pdvsa</span> <span word="to">to</span> <span word="pay">pay</span> <span word="its">its</span> <span word="bills">bills</span>.　　政府无法继续依靠委内瑞拉石油公司偿还债务。</p>

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