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    百岁牛仔鼻祖李维斯 时隔34年重回股市

    kira86 于2019-03-27发布 l 已有人浏览
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    牛仔鼻祖李维斯,创立于166年前,曾于1971年上市,于1985年成为一家私?#26031;?#21496;。今年,李维斯再次重回股市,并宣布多项业务扩展策略。

    李维斯.jpg
    Levi Strauss Goes Public Again

    百岁牛仔鼻祖李维斯 时隔34年重回股市

    Levi Strauss is known as the company that gave America its first pair of blue jeans.

    利维·施特劳斯是美国第一家蓝色牛仔裤生产公司。

    This week, the New York Stock Exchange suspended its "no jeans allowed" policy for one day to celebrate the company going public for the second time.Going public refers to an action a business takes to offer shares or stock that can be exchanged on the open market.

    本周,纽约证券交易所暂停了一天的“禁止穿牛仔裤”政策,以庆祝该公司第二次上市。上市是指企业为了在公开市场上交换股票而采取的行动。

    The new public offering comes at a time when Levi faces increasing competition and a changing market.The number of department stores is shrinking.And more women are wearing yoga pants or other athletic sportswear - a trend some refer to as "athleisure."

    新的公开发行是在利维斯面临日益激?#19994;?#31454;争和不断变化的市场时进行的。百货店数?#31354;?#22312;减少。越来越多的女性穿瑜伽裤或其他运动服——这一趋势?#34892;?#20154;称之为“运动休闲”。

    Marie Driscoll is with the luxury and fashion Coresight Research group. She said the "athleisure trend made denim not as comfortable. But denim brands [like Levi] have responded by adding stretch" to their jeans.

    玛丽·德里斯科尔?#24039;?#20360;与时尚品研发成员。她说,“运动休闲产品在舒?#35782;?#19978;打压了牛仔市场。但牛仔品牌(如利维斯)的回应是在牛仔裤上增加?#35828;?#24615;。”

    Levi Strauss has also tried to change its image.It focused on changing the fit of its women's jeans with more flexible fabrics. The company has also partnered with famous celebrities, including Justin Timberlake, and marketed at popular events, such as Coachella, a music and arts festival.

    利维·施特劳斯也试图改变?#32422;?#30340;品牌形象。它专注于用更具延展性的面料提升女式牛仔裤的舒?#35782;取?#35813;公司还与名人合作,?#28909;?#36158;斯汀·汀布莱克,并在一些流行活动中进行营销,如科?#27427;?#38899;乐艺术节。

    Levi Strauss and tailor Jacob Davis invented jeans in the late 19th century.They received a patent to create workpants with rivets, a kind of metal support.The rivets made the workpants stronger in certain areas, such as the pocket corners.

    创始人利维·施特劳斯和裁缝雅各布·戴维斯在19世纪末发明了牛仔裤。他们获得了一项发明铆钉装饰工装裤(一种金属支架)的专利。铆钉?#26500;?#35013;裤在某些?#35838;唬?#22914;口袋角)更牢固。

    The company, 166 years old, previously went public in 1971.It became a private company in 1985, a decision made by the founder's descendants.

    这家公司,创立了166年,曾于1971年上市。于1985年成为一家私?#26031;?#21496;,由创始人的?#24433;?#20154;决定的。

    Even with the new public offering, Strauss' descendants will likely still have a large influence over the company's major decisions.

    ?#35789;?#26032;的公开募股已开始,施特劳斯的后代仍对公司的重大决策有很大的影响。

    Moving forward, Levi Strauss says it hopes to expand more into China, India and Brazil.It also plans on expanding its retail stores.As of late last year, Levi's operated 824 stores.

    利维·施特劳斯品牌表示,他们希望在中国、印度和巴西扩大业务。它还计划扩大零售店。截至去年年?#31069;?#21033;维斯经营了824家零售店。

    I'm John Russell.

    约翰·罗素为您播报。

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