Ever since Bavarian immigrant Levi Strauss stitched together his first pair of blue jeans back in 1873, Americans have had a love affair with denim. Blue jeans quickly became a fashion necessity, even though the term didn't catch on until the 1960's when it was coined by the baby boomers. Now their kids have a brand-new obsession with this aging icon "seven" for all man-kind. The "seven" brand is just 18 months old, already its a hot seller with the fashion forward. But like many brands of the moment, will seven's number soon be up? Jen Rogers takes a look.
自1873年巴伐利亞移民李維?斯特勞斯縫制了他的第一條藍(lán)色牛仔褲，美國人就對這種厚斜紋棉布鐘愛有加。雖然直到20世紀(jì)60年代，"藍(lán)色牛仔"一詞才被那些"嬰兒潮"中出生的"孩子"們叫響，藍(lán)色牛仔早就是追求時尚的必需品?，F(xiàn)在"嬰兒潮"的下一代正為它的新品牌"7"而著迷。雖然"7"牌面市只有18個月，卻已經(jīng)受到時尚一族的追捧。但是像目前許多名牌一樣，"7"牌的銷量還能上升嗎?簡?羅杰斯正關(guān)注此事。
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You might never have heard of them, but people in the know certainly have.
您也許還未聽說過它們，但是那些追求時尚的人肯定聽說過。
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I have three pairs already, this is my fourth pair. Not a dime spent on advertising yet, still, seven jeans are flying off the shelves.
我已經(jīng)有3條牛仔褲了，這是我的第4條?！?"牌雖然沒有花一分錢廣告費，但仍然銷售一空。
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I own four pairs, and they fit really well. The fit, fans say, is the key to seven's success.
我有4條牛仔褲，它們非常合身。喜歡"7"牌的人說，合身是"7"牌成功的秘訣。
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Most people, I don't care what your figure is, look great in our jeans. It's the most amazing thing to me, it's, it's like a drug to these women.
絕大多數(shù)的人，不管你身材怎么樣，穿上我們的牛仔褲效果都特棒。最令我驚奇的是，女人們好像都上了癮。
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The must-have denim of the moment is the brainchild of Peter Corral, Michael Glassar and designer Jerome Dahan. The first thing when a girl she's gonna buy a pair of jeans, she's gonna try it on, she's gonna look at her back, she's gonna look at her front, she wants to look great. I think I know when they look great.
這個讓人欲罷不能的粗布杰作是彼得?克拉爾、邁克爾?格拉瑟和設(shè)計師杰羅姆?德漢的創(chuàng)作結(jié)晶。當(dāng)一個女孩要買牛仔褲的時候，她必須試穿。她要從后面看，從前面看，她想要看上去很美。我想我知道她們穿起來很美的樣子。
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Dahan is helping the company's bottom line look great as well. Seven hit stores about 18 months ago, racking up 12 million dollars in sales in the brand's first year. This year they are on track to book between 50 and 70 million dollars worth, and they can't make them fast enough.
他還使公司的財務(wù)報表看起來很美。"7"牌在18個月之前進軍市場，第一年就有1200萬美元的銷售額。今年他們已經(jīng)有價值5000萬至7000萬美元的訂單，他們都生產(chǎn)不過來了。
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You know what? When we started this, this wasn't our plan, we didn't even aggressively go after it. Peter, yells at me for taking orders. I have to hide orders in my desk. You see, he yells at me. Too many orders.
你知道嗎？剛開始時，這并不是我們的計劃，我們并沒有采取主動攻勢。彼得因為我接下訂單，急得直跟我喊。我不得不把訂單藏在桌子里。您瞧，他又在跟我喊了。訂單實在太多了。
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This is the ever expanding shipping department at seven jeans. This week alone, they're going to ship 30 to 35 thousand units out of here. Just last month, they had to add on a second shift. While the fashion esters have been hip to seven for months, Wall Street is starting to catch on as well.
這就是"7"牛仔褲不斷擴張的發(fā)貨部門。僅僅本周，他們就要從這兒運出3萬至3.5 萬條牛仔褲。上個月，他們不得不增加一個輪班的工人來干活。"7"牌牛仔褲被趕時髦的人關(guān)注了數(shù)月之后，又成了華爾街的寵兒。
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We have many investment bankers knocking at our doors at the moment, trying to create a growth situation for us, so we are definitely looking at all the possibilities, because we think by next year, we're probably a 150 to 200 million dollar series, so ,we definitely need some help with that in that area.
目前有許多投資銀行家主動找上門來，試圖為我們的成長而盡力，我們絕對要審視每一個可能。因為我們預(yù)見明年將有1.5 億至2億的銷售額，所以我們這些方面需要很多的幫助。
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What seven apparently needs no help with is finding buyer. From teenagers, to celebrities, to fashion-forward-moms-to-be, a cross section of women seems to have no problem flanking down 106, 136, even 143 dollars for a pair of jeans.
很明顯，"7"牌最不需要幫助的是客戶方面。從年輕人到名人，再到趕時髦的準(zhǔn)媽媽，不管什么層面的女性，看起來都愿意掏106、136，甚至143美元去買一條牛仔褲。
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It's mind-boggling to me, you know, I pinch myself every day, how can these people afford it with all the economic reports that come out every day? So while the economy might not be running on all cylinders seven sales are. Proving that even in tough times, those fashion conscious consumers can't resist a must -have item of the moment.
我也犯嘀咕，您知道，我也挺節(jié)省的，在每天都有經(jīng)濟不景氣報告公布的情況下，這些人哪來這么多錢買牛仔褲？雖然經(jīng)濟沒有全速前進，"7"牌的銷售量卻在迅猛增長。據(jù)此我們得出結(jié)論，即使在經(jīng)濟不景氣的情況下，那些追求時髦的人也不能抗拒他們想擁有的東西。