英倫翻譯社/ Trsmaster

2023/10/13 05:30
◎張沛元

Abercrombie & Fitch has shed its perfume-filled mall stores, shirtless models and logo sweatshirts to win over Millennials and Gen Z.

A&F已擺脫其充斥香水的購物商場專賣店、打赤膊的麻豆，以及品牌標誌運動衫，以贏得千禧世代與Z世代的青睞。

It’s working.

這招已奏效。

Abercrombie (ANF) said Monday that its women’s segment was on track to deliver its highest holiday sales period ever, and its men’s division was growing, too.

該公司週一表示，其女裝部可望締造歷來最高的假日銷售，男裝部的業績也有所成長。

Abercrombie was a staple of teen wardrobes during the 1990s and 2000s. Its sexualized advertising featuring young, shirtless male models turned the brand into a preppy status symbol for high schoolers. And it was proudly exclusionary, refusing to make size XL or XXL for years.

A&F在1990與2000年代期間是青少年的愛牌，憑藉以打赤膊年輕男模為主角的性感廣告改頭換面，成為高中生心目中貴族學院風的象徵。該品牌還以不包羅萬象自豪，多年來拒絕生產XL或XXL尺碼。

“We go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends,” former CEO Mike Jefferies said in 2006. “Are we exclusionary? Absolutely.”

「我們追求的是酷仔。我們追求的有魅力、態度良好與交遊廣闊的典型美式年輕人，」（該品牌）前首席執行長邁克．傑佛瑞斯2006年時說。「我們排他嗎？一點也沒錯。」

新聞辭典
win over：片語，說服（某人）；把（某人）爭取過來。例句：He is too stubborn to be won over on this issue.（他很固執，這件事情上很難爭取到他的支持。）

go after something：片語，追逐，追求。例句：He went after fame and fortune all his life.（他終其一生追逐名利。）

英倫翻譯轉自 https://features.ltn.com.tw/english/article/paper/1609628