牛仔裤在美国失宠 瑜伽裤上位

　　Blue jeans are increasingly going out of style, and even industry heavyweights like Levi's and Gap are taking notice. 蓝色牛仔裤越来越步出时代的潮流，即使是李维斯（Levi's）和GAP这样的业界大牌也注意到了这一趋势。

　　Teens are now buying more gear from Nike and Lululemon over denim classics from brands like Abercrombie, according to a recent Piper Jaffray survey on teen spending. 美国投行派杰（Piper Jaffray）近日关于青少年花销的一项调查显示，如今年轻人更愿意购买耐克（Nike）或露露柠檬（Lululemon）的服装，而不是阿伯克龙比（Abercrombie）等品牌的经典牛仔服饰。

    Levi's CEO has admitted that the company is threatened by the athleisure trend of wearing yoga pants, Bloomberg reports. 据彭博社报道：李维斯的CEO承认，该公司受到了穿着瑜伽裤的运动休闲潮流的威胁。

    "We're scrambling," Bloomberg notes CEO Chip Bergh told analysts last year. "I mean, there is a big difference between the product that we've got on the floor today and what the consumer is looking for. And we just flat-out missed it." 彭博社指出，李维斯的CEO奇普·博夫去年对分析师表示：“我们在艰难地维持。我的意思是，如今我们市面上的产品与消费者的需要之间存在着很大的差异，而我们之前完全没领会到这一点。”

    Bloomberg reports that Levi's, which is the world's most iconic denim company, stuck to its core product instead of adapting to consumer trends. 彭博社报道称，李维斯这个全球最具代表性的经典牛仔品牌坚守其核心产品，没有迎合消费趋势。

    As a result, this has cost the company. Bloomberg notes sales have dipped from over $7 billion to $4.8 billion over the years. 该公司为此付出了惨痛的代价，彭博社注意到，这些年来李维斯的销售额从70亿美元骤减到48亿美元。