biz互動英語 12月號/2018 第180期

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Long Live Levi’s
走出低谷──Levi’s經典再現
 
Since their inception in 1873, Levi’s jeans have been a fashion mainstay for people from every walk of life, including miners, cowboys, counterculture celebrities, and iconoclasts. As the anointed king of jeans, Levi Strauss and Co. enjoyed a long run at the top, managing to reach annual sales of ＄7 billion by 1997. Unfortunately for the brand, the two decades that followed saw sales plummet by 40 percent as it struggled to compete with the rise of both athleisure wear and younger brands. Now, 20 years later, Levi’s is experiencing a resurrection of sorts under the leadership of its top exec, Chip Bergh.
 
自 1873 年創立以來，Levi’s 牛仔褲一直是各行各業人士的時尚主流，當中包含了礦工、牛仔、反主流文化名人與反傳統者。作為欽定的牛仔之王，Levi’s 過去享有長期的至尊地位，在 1997 年時成功達到七十億美元的年銷售額。對該品牌實屬不幸的是，往後的二十年因苦於和崛起的運動休閒服飾及年輕品牌競爭，銷量暴跌了 40%。現在二十年過去了，Levi’s 在執行長奇普．柏格的領導之下，經歷著某些方面的復甦。
 

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