在今天看見明天

2015年那些品牌捲土重來?

2015-01-19 18:13

恆霸速食業多年的麥當勞、知名瑜珈服飾lululemon等品牌去年業績都不甚理想,苦苦支撐。不過品牌專家認為,以下企業在2015將有機會捲土重來。

進入本文以前,請先想想如何表達以下單字:

a) 捲土重來

b) 不景氣

c) 復甦


The controversial clothing retailer, American Apparel, removed Dov Charney from his CEO position. The founder had not been trustful in responding to the accusation of sexual harassment. Jeetendr Sehdev, a branding expert at the University of Southern California, expects the new leadership will a)return the brand to prominence.

具爭議性色彩的服飾連鎖店,American Apparel,將Dov Charney從CEO職位上解雇。這位品牌創立者回覆關於員工性騷擾的醜聞時,顯得閃爍其詞。目前任職於南加大的品牌專家,Jeetendr Sehdev認為新的領導風格,將有機會使American Apparel捲土重來。

Likewise, Lululemon, the yoga-inspired athletic retailer had a disastrous2014 when its founder indicated that women who had a problem with the size of Lululemon’s clothes were too fat to be wearing them. But with the company’s new venture into menswear, Erich Joachimsthaler, CEO of the strategy firm Vivaldi Partners Group, thinks the company is 1) turning a corner.

同樣的,知名瑜珈品牌Lululemon也有一個慘淡的2014年。由於該品牌創辦者,曾評論對於Lululemon衣物尺碼有意見的女性,聲稱:「她們太胖了!」。而2015年,Lululemon即將進軍男性運動服飾市場,Erich Joachimsthaler,策略公司總裁,認為此舉將有機會使Lululemon度過難關。

As the world’s most famous fast-food brand, McDonald faced a b) downturn as the trend to personalized and organic food over mass-produced hamburgers grew. However, Sehdev says, in 2015, the Golden Arches will succeed with a mobile ordering app and the “Create Your Taste” sandwich option, a program that allows people to customize their own hamburger with high-quality ingredients.”

麥當勞為世界知名的速食品牌,近年來,卻不敵市場對於有機、個人化食物的風潮。而Sehdev認為,2015年這個金色M型招牌將會藉著開發App訂購軟體與客製化三明治的服務再次席捲市場。

By eliminating several featured services that had been the brands’ hallmarks, Jetblue had a difficult 2014. Joachimsthler sees the company 2) bouncing back in 2015, as it begins to target high-end, first-class passengers as a niche market and its expansion into the Midwest.

廉價航空捷藍,取消許多品牌特色的服務, 而歷經了慘淡的2014年。2015年,捷藍重新積極爭取頂尖客層小眾市場之商機,且將航線擴展到中東地區,將有機會重整旗鼓。

The past year was a challenge for Target, which suffered a massive customer data breach at the end of 2013 that will cost the company an estimated $148 million. Sehdevsees c) resurgence for the brand in 2015 due to its outstanding visual identity and its new partnership with Taylor Swift and Billy Joel. It will create an innovative brand-centric shopping experience.

去年對美國零售業集團Target 而言是個困難的一年。2013年年底,Target陷入客戶資料外洩風暴,這一波使該公司損失一億四千八百萬美金。Sehdev認為 Target在2015年將會東山再起。除了因為其傑出的品牌形象認同度,以及即將與Taylor Swift, Billy Joel等超級巨星的新合作關係。這些策略將為消費者創造品牌導向的消費經驗。

口語詞彙

Turn a corner 度過難關、出現好轉局面
She was very ill but seems to have turned the corner now.
她曾病得很重,但現在看上去已好轉了。

Bounce back 反彈,快速回升
The demand of technology products will bounce back in the next quarter.
對科技產品的需求會在下一季回彈。

延伸閱讀

老謝:美股多頭再攻,有利台股開紅盤!

2019-02-08

周恩來「為中華之崛起而讀書」?從中國的中小學課本,看「領導人」的造神運動

2019-02-11

投資也怕入錯行

2019-07-03

生於納粹、死於電動車...福斯「金龜車」正式停產,80年傳奇走入歷史

2019-07-13

編輯推薦