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奢侈品来袭:闪电战

来源:考研下载 时间:2018-12-12 点击:

High fashion looms large
奢侈品牌赫然耸现

THE elegant silhouette of Aston Martin’s DB9 sports coupé draws admiring gazes anywhere. But it stands out even more than usual amid the drab communist-era apartment blocks of Warsaw’s Praga district, where the British carmaker’s first Polish dealership opened this spring. The city will soon also get Bentley and Ferrari showrooms, and the sellers of expensive cars will be joined by purveyors of pricey fashion brands: Louis Vuitton and Christian Dior boutiques are in the offing. The global market for luxury goods shrank by as much as 13% in 2009, say some estimates, but high-end goods are flourishing in Poland.
无论到哪,阿斯顿·马丁牌的运动型双门跑车----DB9高雅的外形都能招来人们艳羡的目光。而在华沙布拉格区的破败沉闷的共产主义时期公寓住宅区,DB9更是引人注目。这家英国汽车商于今年春天在这片公寓住宅区设立了在波兰的第一家代销店。而且不久后,华沙还将迎来宾利和法拉利的汽车展厅;除了高级轿车的销售商,昂贵的时尚品牌品承销商也将加入到该阵营中----随之而来的有路易•威登和克里斯汀•迪奥的时装店。据统计,尽管2009年全球的奢侈品市场缩水达13%,波兰的高档商品市场却蓬勃发展。更多信息请访问:http://www.24en.com/

Last year Poland was the only member of the European Union to avoid a recession and the economy still looks perky. Investors also find it welcoming. A recent French study ranked Warsaw the third-friendliest city in Europe for entrepreneurs. As Poles get richer, they are developing a taste for luxury.
去年,欧盟成员国中唯有波兰以强健的经济状态避开了金融危机。而投资者在该国也颇受欢迎----法国最近的一项研究中,华沙一举夺得“欧洲企业家友好城市”的季军。随着波兰人日渐富有,他们对奢侈品的胃口也越来越大。

KPMG, a consultancy, calculates that some 2.5m Poles now earn at least 3,700 zlotys ($1,100) a month, and they are ready to devote 13% of their disposable income to luxury items. This tots up to 27 billion zlotys. And the ranks of those with financial assets of $1m or more are growing particularly fast: swelling by 11% in 2007-09, to over 86,000, according to MDRC, a research firm. The keenest shoppers are 30-somethings who came of age after the fall of communism and are happy to flaunt their wealth.
据会计事务所毕马威核算,大约有250万波兰人的月收入处在3,700兹罗提(1100美元)以上,这些可支配收入中有13%被用于购买奢侈品----合计达270亿兹罗提。而身家上百万(美元)的人数增长尤甚,研究公司MDRC的资料显示,在2007至2009年间他们扩充了11%,达86000人。但最狂热的奢侈品消费者要属30岁左右的年轻人----他们出生于共产主义垮台之后,且乐于炫富。

Retailers are gradually responding to the demand. KPMG estimates that over half of the world’s premium brands now have an official distributor in the country, with luxury cars especially well represented. A persistent carp is that cityscapes razed during the second world war, then blighted by communist urban planners, offer few locations swanky enough for upmarket outlets. Another challenge is finding skilled staff.
销售商正逐渐迎合这一需求。KPMG估计,过半的全球高档品牌在波兰设有正式的分销渠道,其中以高档轿车尤为突出。然而,这里有一个无足轻重却根深蒂固的小问题:这座城市在二战时期被夷为平地,接着又在共产主义城市规划师的手里饱受摧残,使得城中几乎没有高端商店可以安家的浮华之地。奢侈品销售商面临的另一个挑战则是挖掘经验丰富的员工。

The more imaginative retailers are working around these problems. One perfumery, GaliLu, sends its staff to London for training. A shirtmaker, Da Vinci, shifts most of its stock through an online shop and sends tailors to customers’ homes and workplaces. The result, predicts Andrzej Marczak, of KPMG in Warsaw, will be that Poles raise their spending on luxury by a half within the next three years. What next, mega-yachts on the Vistula?
一些有远见的销售商正着手解决这些难题。例如,香水连锁店GaliLu派员工前往伦敦参加培训;衬衫制作商Da Vinci则将重心移到网络销售,并派裁缝在顾客与工厂之间进行协调。基于此,来自华沙毕马威的安德烈•马克扎克预测在未来的三年里,人们花在奢侈品上的钱将提高50%。那么接下来的波兰人民要捣鼓什么呢?----维斯瓦河上的巨型油轮?
 

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