牛仔裤在美国失宠 瑜伽裤上位

    "As we saw 'casualization' continue even further, the customer basically told us that they had enough denim until something really unique and innovative came along,'" NPD analyst Marshal Cohen told Bloomberg. "We really saw the denim industry and denim retailers basically turn their nose up on the customer and say, 'We don't care what you really want, we're going to tell you what you want.'" 来自NDP的分析师马歇尔·科恩（Marshal Cohen）告诉彭博社：“如今休闲风越来越有市场，基本上消费者都告诉我们说如果不是非常独特、有创意的牛仔裤，他们不会再买了。我们确实注意到，牛仔行业和牛仔品牌对消费者不屑一顾，说什么‘我不管你想要什么，我会让你知道你想要的是什么。’”

    And longtime industry leader Gap isn't all about jeans anymore. 而资深行业领头羊Gap也不再只做牛仔裤了。

    The company is investing heavily in its Athleta activewear business, reports Sapna Maheshwari at Buzzfeed. 新闻聚合网站Buzzfeed的萨普纳·马哈希瓦里（Sapna Maheshwari）报道称，Gap公司正大举投资于其旗下运动品牌竞技者（Athleta）。

    "My generation grew up wearing jeans - jeans are just a part of our life, and it still is, Athleta executive Nancy Green told Buzzfeed. "But this generation is growing up in yoga pants and activewear. So I think it's just going to be bigger and bigger and bigger for the future." 竞技者品牌主管南茜·格林（Nancy Green）告诉Buzzfeed：“我们这一代是穿着牛仔裤长大的，可以这么说，牛仔裤是我们生活中的一部分，现在依然如此。而这一代人则是穿着瑜伽裤和运动装长大的，所以我认为今后瑜伽裤和运动装市场大有空间。”

    Athleta has more than 100 stores and is expanding fast. The brand is seen as Lululemon's biggest competitor. 竞技者现在已经拥有100多家分店并迅速发展壮大，被认为是露露柠檬最大的竞争对手。

    Gap's namesake and Old Navy brands are also including more leggings and jogger pants. 如今Gap旗下的同名品牌Gap以及老海军品牌也开始销售更多的打底裤和慢跑裤。

    As young consumers grow up, it's likely they'll continue to wear leggings and activewear instead of jeans. 随着年轻的消费者群体长大成人，很可能他们将继续选择紧身裤和运动服，而非牛仔裤。

    Vocabulary

    heavyweight：极具影响力的人 (或组织)

    flat-out：完全地，绝对地

    activewear：运动服

    jogger：慢跑者

    英文来源：Business Insider

    译者：黄心喻