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GAP是如何迷失自己的(中)
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作为其最初品牌，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。
双语精读
Influencers were making Gap hoodies the focal point of their outfits, elevating them from an everyday default to a fashion statement.
网红正在将Gap卫衣变成她们穿搭的焦点，将这些卫衣从日常普通服饰提升为一种时尚宣言。
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，趁势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. Gap needed the buzz.
像克里斯托弗森这样的网红开始在Gap赞助的Ins帖子中展示这件卫衣；朗霍恩也收到了品牌方赠送的几件卫衣。Gap需要这种热度。
Once one of the biggest names in retail, the San Francisco-based chain has been struggling for the better part of two decades, as shoppers have migrated toward more stylish 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，但随着消费者转向更时尚、更便宜的品牌，近二十年来，Gap大部分时间一直在苦苦挣扎。
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 pyjamas for the holidays, and so on), brought in more than $9 bn of revenue--more than twice as much as Gap itself.
2021年，Old Navy凭借其风格欢快、适合家庭的基本款服装(图案配套的假日睡衣等等)带来了超过90亿美元的收入，是Gap本身收入的两倍多。
Gap is now in the midst of a three-year turnaround plan, unveiled in 2020 by its CEO Sonia Syngal. By 2023, Syngal hopes that Gap will represent a smaller portion of Gap Inc's overall business but will be profitable.
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。辛格尔希望，到2023年，Gap在盖璞公司的整体业务中所占比例将下降，但会实现盈利。
That has meant cost-cutting: closing stores, moving out of malls and shifting to a franchise business in the UK and Europe. It has also involved design changes.
这意味着削减成本：关闭门店，搬离商场，在英国和欧洲转向特许经营模式。此外还涉及设计上的改变。
While Gap is focusing on its most successful categories--denim, activewear, fleeces and knitwear--it grabbed headlines in June 2020 when it announced a 10-year collaboration deal with Yeezy, the influential fashion brand run by the artist formerly known as Kanye West, who recently changed his name to Ye.
虽然Gap还是专注其最成功的品类----牛仔、休闲运动服、羊毛和针织品----但它在2020年6月宣布与Yeezy签订了为期10年的合作协议时，这一消息登上了新闻头条。Yeezy是一个有影响力的时尚品牌，由艺术家坎耶·维斯特经营，他最近改名为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，Gap在北美的销售额有所上升，促使盖璞公司在最新的年报中宣布，其同名品牌Gap"再次变得酷炫且有影响力"。
词汇预习
financial [高考]
美[faɪˈnænʃl] | 英[faɪˈnænʃl]
adj. 金融的；财政的；[非正式]有钱的
profitable [高考]
美[ˈprɑːfɪtəbl] | 英[ˈprɒfɪtəbl]
adj. 有益的；有利可图的
overall [高考]
美[ˌoʊvərˈɔːl , ˈoʊvərɔːl] | 英[ˌəʊvərˈɔːl , ˈəʊvərɔːl]
adj. 全部的；总体的；全面考虑的 adv. 总的来说；总共 n. 罩衫；工作服
gear [高考]
美[ɡɪr] | 英[ɡɪə(r)]
n. 传动装置；齿轮；排挡；工具；装备 v. 调整；使适应于；以齿轮连起
conscious [高考]
美[ˈkɑːnʃəs] | 英[ˈkɒnʃəs]
adj. 神志清醒的；意识到的；自觉的；有意的 n. 意识
influential [高考]
美[ˌɪnfluˈenʃl] | 英[ˌɪnfluˈenʃl]
adj. 有权势的；有影响的 n. 有影响力的人物
revenue [高考]
美[ˈrevənuː] | 英[ˈrevənjuː]
n. 税收；收入；税务局
formerly [高考]
美[ˈfɔːrmərli] | 英[ˈfɔːməli]
adv. 以前；从前
portion [高考]
美[ˈpɔːrʃn] | 英[ˈpɔːʃn]
n. 部分；命运；分担的责任；份 v. 分配；命运注定
logo [高考]
美[ˈloʊɡoʊ] | 英[ˈləʊɡəʊ]
n. 商标；标识；图形
within [高考]
美[wɪˈðɪn] | 英[wɪˈðɪn]
prep. 在(某段时间、距离或范围)内；在…里面 adv. 在…里面 n. 内部
annual [高考]
美[ˈænjuəl] | 英[ˈænjuəl]
adj. 每年的；年度的；一年生的 n. 年刊；一年生植物
declare [高考]
美[dɪˈkler] | 英[dɪˈkleə(r)]
v. 宣布（声明）；申报；声明
brand [高考]
美[brænd] | 英[brænd]
n. 烙印；商标；牌子；标记 vt. 加污名于；铭记；打烙印
relevant [高考]
美[ˈreləvənt] | 英[ˈreləvənt]
adj. 相关的；切题的；中肯的；有重大关系的；有意义的，目的明确的
budget [高考]
美[ˈbʌdʒɪt] | 英[ˈbʌdʒɪt]
n. 预算 vt. 编预算；为 ... 做预算 vi. 节省开支 adj. 廉价的；不贵的
corporation [高考]
美[ˌkɔːrpəˈreɪʃn] | 英[ˌkɔːpəˈreɪʃn]
n. 公司；法人
spiritual [高考]
美[ˈspɪrɪtʃuəl] | 英[ˈspɪrɪtʃuəl]
adj. 精神的；心灵的；与上帝有关的 n. (尤指美国南部黑人的)圣歌
vote [高考]
美[voʊt] | 英[vəʊt]
n. 选举权；投票；选举；投票结果 v. 表决；选举；投票
edition [高考]
美[ɪˈdɪʃn] | 英[ɪˈdɪʃn]
n. 版；版本
limited [高考]
美[ˈlɪmɪtɪd] | 英[ˈlɪmɪtɪd]
adj. 有限的；被限制的
midst [四级]
美[mɪdst] | 英[mɪdst]
n. 中间；当中 prep. 在 ... 当中(=amidst)
retail [四级]
美[ˈriːteɪl , rɪˈteɪl] | 英[ˈriːteɪl , rɪˈteɪl]
n. 零售 vt. 零售；传述 adv. 以零售形式
stylish [四级]
美[ˈstaɪlɪʃ] | 英[ˈstaɪlɪʃ]
adj. 时髦的；流行的；潇洒的
collaboration [四级]
美[kəˌlæbəˈreɪʃn] | 英[kəˌlæbəˈreɪʃn]
n. 合作；通敌
involved [四级]
美[ɪnˈvɑlvd] | 英[ɪnˈvɒlvd]
adj. 涉及的；牵连的；复杂的；感情投入的；有密切关系的
default [六级]
美[dɪˈfɔːlt] | 英[dɪˈfɔːlt]
n. 默认(值)，系统设定值；不履行，违约；；缺席，弃权 v. 违约，不履行义务，拖欠；默认，预设；弃权，未到场 adj. 默认的
buzz [六级]
美[bʌz] | 英[bʌz]
vi. 发出嗡嗡声；充满；匆忙 vt. 使嗡嗡叫；低飞掠过；打电话 n. 嗡嗡声；电话
out of [六级]
美[aʊt ʌv] | 英[aut ɔv]
prep. 离…一段距离；从…里；离开 ...；出于
namesake [专八]
美[ˈnemˌsek] | 英[ˈneɪmseɪk]
n. 相同姓名的人；同名物
flurry [专八]
美[ˈflɜri] | 英[ˈflʌri]
n. 一阵疾风；阵雪；忙乱 v. 发慌；焦躁
workout [考研]
美[ˈwɜːrkaʊt] | 英[ˈwɜːkaʊt]
n. 健身；练习；考验
重点讲解
Influencers were making Gap hoodies the focal point of their outfits, elevating them from an everyday default to a fashion statement.
网红正在将Gap卫衣变成她们穿搭的焦点，将这些卫衣从日常普通服饰提升为一种时尚宣言。
focal point 集中点；焦点
（英文释义：a thing or person that is the centre of interest or activity）
【例】He quickly became the focal point for those who disagreed with government policy.
他迅速成为不同意政府政策者的中心人物。
elevate v.
1. 提拔；晋升
【例】He elevated many of his friends to powerful positions within the government. 他将许多朋友都提拔到政府部门的要职上。
2. 提高；提升
【例】to elevate the mind/living standards 提高思想修养/生活水平
3. 使情绪高昂；使精神振奋
【例】The song never failed to elevate his spirits.
这首歌总使他精神振奋。
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，趁势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。
capitalize on 充分利用
（英文释义：to gain a further advantage for yourself from a situation）
【例】She capitalized on her new fame by writing a book.
她充分利用自己新获得的名气，写了一本书。
【近义词】take advantage of
flurry n. 一阵忙乱（或激动、兴奋等）
【例】Her arrival caused a flurry of excitement.
她的到来引起了一阵哄动。
Influencers like Kristoffersen started featuring the hoodie in Instagram posts sponsored by Gap; Langhorne has received several sweatshirts as a gift from the brand. Gap needed the buzz.
像克里斯托弗森这样的网红开始在Gap赞助的Ins帖子中展示这件卫衣；朗霍恩也收到了品牌方赠送的几件卫衣。Gap需要这种热度。
buzz v. & n.
1. 作动词：充满兴奋（或活动等）
【例】New York buzzes from dawn to dusk.
纽约从早到晚都熙熙攘攘的。
2. 作名词：
（1）叽叽喳喳的谈话声；忙乱；骚动
【例】There's a real buzz in the streets of Covent Garden.
科文特花园附近的街道真是热闹。
（2）热烈的讨论
【例】His hairstyles generated more buzz than his music.
他的发型比他的音乐引起了更多讨论。
【拓展】buzzword n. 流行的术语；热词
Once one of the biggest names in retail, the San Francisco-based chain has been struggling for the better part of two decades, as shoppers have migrated toward more stylish 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，但随着消费者转向更时尚、更便宜的品牌，近二十年来，Gap大部分时间一直在苦苦挣扎。
budget-conscious adj. 注重预算的
【例】budget-conscious shoppers 注重预算的消费者
【近义词】price-conscious adj. 价格敏感的
【拓展】cheap/budget/affordable/inexpensive 便宜的；价格低的
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。
budget-conscious adj. 注重预算的
【例】budget-conscious shoppers 注重预算的消费者
【近义词】price-conscious adj. 价格敏感的
【拓展】cheap/budget/affordable/inexpensive 便宜的；价格低的
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。
cheerful adj.
1. （人）快乐的；高兴的
【例】a cheerful, hard-working employee 快快乐乐勤奋工作的雇员
2. （物）令人愉快的
【例】a cheerful cafe/fire/chatty letter 环境宜人的咖啡馆/烧得旺旺的火/令人愉快的拉家常的信
In 2021, Old Navy, with its cheerful, family-friendly basics (matching patterned pyjamas for the holidays, and so on), brought in more than $9 bn of revenue--more than twice as much as Gap itself.
2021年，Old Navy凭借其风格欢快、适合家庭的基本款服装(图案配套的假日睡衣等等)带来了超过90亿美元的收入，是Gap本身收入的两倍多。
cheerful adj.
1. （人）快乐的；高兴的
【例】a cheerful, hard-working employee 快快乐乐勤奋工作的雇员
2. （物）令人愉快的
【例】a cheerful cafe/fire/chatty letter 环境宜人的咖啡馆/烧得旺旺的火/令人愉快的拉家常的信
Gap is now in the midst of a three-year turnaround plan, unveiled in 2020 by its CEO Sonia Syngal. By 2023, Syngal hopes that Gap will represent a smaller portion of Gap Inc's overall business but will be profitable.
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。辛格尔希望，到2023年，Gap在盖璞公司的整体业务中所占比例将下降，但会实现盈利。
turnaround n.
1. （观点、行为等的）彻底转变
【例】the turnaround in public opinion 舆论的转向
2. (营业、经济等的)好转
【例】a turnaround in the economy 经济有起色
unveil v. 揭开面纱；揭幕；公布；介绍
【例】He recently unveiled his plans for a new musical.
最近他透露了淮备上演一出新的音乐剧的计划。
【拓展】uncover 揭露；揭发 unfold 展开；展现 unlock 开锁；揭秘；释放
That has meant cost-cutting: closing stores, moving out of malls and shifting to a franchise business in the UK and Europe. It has also involved design changes.
这意味着削减成本：关闭门店，搬离商场，在英国和欧洲转向特许经营模式。此外还涉及设计上的改变。
turnaround n.
1. （观点、行为等的）彻底转变
【例】the turnaround in public opinion 舆论的转向
2. (营业、经济等的)好转
【例】a turnaround in the economy 经济有起色
unveil v. 揭开面纱；揭幕；公布；介绍
【例】He recently unveiled his plans for a new musical.
最近他透露了淮备上演一出新的音乐剧的计划。
【拓展】uncover 揭露；揭发 unfold 展开；展现 unlock 开锁；揭秘；释放
While Gap is focusing on its most successful categories--denim, activewear, fleeces and knitwear--it grabbed headlines in June 2020 when it announced a 10-year collaboration deal with Yeezy, the influential fashion brand run by the artist formerly known as Kanye West, who recently changed his name to Ye.
虽然Gap还是专注其最成功的品类----牛仔、休闲运动服、羊毛和针织品----但它在2020年6月宣布与Yeezy签订了为期10年的合作协议时，这一消息登上了新闻头条。Yeezy是一个有影响力的时尚品牌，由艺术家坎耶·维斯特经营，他最近改名为Ye。
grab/hit/make headlines 成为重要新闻
（英文释义：to be an important item of news in newspapers or on the radio or television）
【例】The political negotiations grab headlines.
这几次政治谈判成了报纸的头条新闻。
【拓展】headline-making adj. 成为头条新闻的
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。
prompt adj. & v.
1. 作形容词：立即的；迅速的；及时的
【例】Prompt action was required as the fire spread.
由于火势蔓延，必须立即采取行动。
2. 作动词：促使；导致；激起
【例】The discovery of the bomb prompted an increase in security.
此次发现炸弹促使当局加强了安全工作。
relevant adj.
1. 紧密相关的；切题的
【例】I don't think his remarks are relevant to our discussion.
我认为他的话不切我们的议题。
2. 有重大关系的; 有意义的
【例】Museums should have a more involved or relevant public role.
博物馆应该进一步介入公众生活，或发挥更加举足轻重的社会作用。
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，Gap在北美的销售额有所上升，促使盖璞公司在最新的年报中宣布，其同名品牌Gap"再次变得酷炫且有影响力"。
prompt adj. & v.
1. 作形容词：立即的；迅速的；及时的
【例】Prompt action was required as the fire spread.
由于火势蔓延，必须立即采取行动。
2. 作动词：促使；导致；激起
【例】The discovery of the bomb prompted an increase in security.
此次发现炸弹促使当局加强了安全工作。
relevant adj.
1. 紧密相关的；切题的
【例】I don't think his remarks are relevant to our discussion.
我认为他的话不切我们的议题。
2. 有重大关系的; 有意义的
【例】Museums should have a more involved or relevant public role.
博物馆应该进一步介入公众生活，或发挥更加举足轻重的社会作用。
课后练习
Faced with the Gap craze, the brand ____.
A. announced its new fashion statement
B. diversified the color of its hoodies
C. asked for feedback from customers
D. promoted its hoodies on social media
Which of the following is true about Gap in the last two decades?
A. It has achieved dominance in the retail industry.
B. It has been overshadowed by other clothing brands.
C. It has expanded its range of products and businesses.
D. It has been a source of innovation for its parent company.
As Gap’s CEO, Sonia Syngal planned to ____.
A. adopt the business model of Old Navy
B. enlarge Gap’s business share of Gap Inc
C. enhance Gap’s ability to make profits
D. downsize the workforce of Gap
According to the text, the measures taken by Gap ____.
A. aimed to expand its business in Europe
B. included celebrity endorsements
C. emphasized its long-term development
D. produced some desirable results