英国卫报：Gap是如何迷失自己的？(11)（在线收听）

　　Throughout the 00s and 10s, Gap flailed 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 consultant 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 rejuvenating the brand in a lasting 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 retail analyst 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 loyalty 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 vying 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 collaboration.

　　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 displeased 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 frenzied.

　　尽管如此，韦斯特的球迷们的反应还是很狂热。

　　The first Yeezy Gap hoodie retailed 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。