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"Seven" Blue Jeans
牛仔裤——不衰的风景

Anchor
Ever since Bavarian immigrant Levi Strauss stitched together his first pair of blue jeans back in 1873, Americans have had a love affair with denim. Blue jeans quickly became a fashion necessity, even though the term didn't catch on until the 1960's when it was coined by the baby boomers. Now their kids have a brand-new obsession with this aging icon "seven" for all man-kind. The "seven" brand is just 18 months old, already its a hot seller with the fashion forward. But like many brands of the moment, will seven's number soon be up? Jen Rogers takes a look.
主播
自1873年巴伐利亚移民李维·斯特劳斯缝制了他的第一条蓝色牛仔裤,美国人就对这种厚斜纹棉布钟爱有加。虽然直到20世纪60年代,"蓝色牛仔"一词才被那些"婴儿潮"中出生的"孩子"们叫响,蓝色牛仔早就是追求时尚的必需品。现在"婴儿潮"的下一代正为它的新品牌"7"而着迷。虽然"7"牌面市只有18个月,却已经受到时尚一族的追捧。但是像目前许多名牌一样,"7"牌的销量还能上升吗?简·罗杰斯正关注此事。

Producer Jen Rogers
You might never have heard of them, but people in the know certainly have.
制片人简·罗杰斯
您也许还未听说过它们,但是那些追求时尚的人肯定听说过。

Shopper Kimberly Wilson
I have three pairs already, this is my fourth pair.
顾客金百利·威尔逊
我已经有3条牛仔裤了,这是我的第4条。

Jen Rogers
Not a dime spent on advertising yet, still, seven jeans are flying off the shelves.
简·罗杰斯
"7"牌虽然没有花一分钱广告费,但仍然销售一空。

Shopper Hannah Graham
I own four pairs, and they fit really well.
顾客汉娜·格雷厄姆
我有4条牛仔裤,它们非常合身。

Jen Rogers
The fit, fans say, is the key to seven's success.
简·罗杰斯
喜欢"7"牌的人说,合身是"7"牌成功的秘诀。

Michael Glasser, Partner, Seven Jeans
Most people, I don't care what your figure is, look great in our jeans.
迈克尔·格拉瑟 "7"牌牛仔裤公司合伙人
绝大多数的人,不管你身材怎么样,穿上我们的牛仔裤效果都特棒。

Peter Koral, CEO, Seven Jeans
It's the most amazing thing to me, it's, it's like a drug to these women.
彼得·克拉
最令我惊奇的是,女人们好像都上了瘾。

Jen Rogers
The must-have denim of the moment is the brainchild of Peter Corral, Michael Glassar and designer Jerome Dahan.
简·罗杰斯
这个让人欲罢不能的粗布杰作是彼得·克拉尔、迈克尔·格拉瑟和设计师杰罗姆·德汉的创作结晶。

JEROME DAHAN, DESIGNER, SEVEN JEANS
The first thing when a girl she's gonna buy a pair of jeans, she's gonna try it on, she's gonna look at her back, she's gonna look at her front, she wants to look great. I think I know when they look great.
杰罗姆·德汉, "7"牌牛仔裤设计师
当一个女孩要买牛仔裤的时候,她必须试穿。她要从后面看,从前面看,她想要看上去很美。我想我知道她们穿起来很美的样子。

Jen Rogers
Pahan is helping the company's bottom line look great as well. Seven hit stores about 18 months ago, racking up 12 million dollars in sales in the brand's first year. This year they are on track to book between 50 and 70 million dollars worth, and they can't make them fast enough.
简·罗杰斯
他还使公司的财务报表看起来很美。"7"牌在18个月之前进军市场,第一年就有1200万美元的销售额。今年他们已经有价值5000万至7000万美元的订单,他们都生产不过来了。

Seven CEO
You know what? When we started this, this wasn't our plan, we didn't even aggressively go after it. Peter, yells at me for taking orders. I have to hide orders in my desk. You see, he yells at me. Too many orders.
"7"牌首席执行官
你知道吗?刚开始时,这并不是我们的计划,我们并没有采取主动攻势。彼得因为我接下订单,急得直跟我喊。我不得不把订单藏在桌子里。您瞧,他又在跟我喊了。订单实在太多了。

Jen Rogers, CNN Los Angeles
This is the ever expanding shipping department at seven jeans. This week alone, they're going to ship 30 to 35 thousand units out of here. Just last month, they had to add on a second shift. While the fashion esters have been hip to seven for months, Wall Street is starting to catch on
as well.
简·罗杰斯,CNN 洛杉矶记者
这就是"7"牛仔裤不断扩张的发货部门。仅仅本周,他们就要从这儿运出3万至3.5 万条牛仔裤。上个月,他们不得不增加一个轮班的工人来干活。"7"牌牛仔裤被赶时髦的人关注了数月之后,又成了华尔街的宠儿。

Seven CEO
We have many investment bankers knocking at our doors at the moment, trying to create a growth situation for us, so we are definitely looking at all the possibilities, because we think by next year, we're probably a 150 to 200 million dollar series, so ,we definitely need some help with that in that area.
"7"牌首席执行官
目前有许多投资银行家主动找上门来,试图为我们的成长而尽力,我们绝对要审视每一个可能。因为我们预见明年将有1.5 亿至2亿的销售额,所以我们这些方面需要很多的帮助。

Jen Rogers
What seven apparently needs no help with is finding buyer. From teenagers, to celebrities, to fashion-forward-moms-to-be, a cross section of women seems to have no problem flanking down 106, 136, even 143 dollars for a pair of jeans.
简·罗杰斯
很明显,"7"牌最不需要帮助的是客户方面。从年轻人到名人,再到赶时髦的准妈妈,不管什么层面的女性,看起来都愿意掏106、136,甚至143美元去买一条牛仔裤。

Seven CEO
It's mind-boggling to me, you know, I pinch myself every day, how can these people afford it with all the economic reports that come out every day?
"7"牌首席执行官我
也犯嘀咕,您知道,我也挺节省的,在每天都有经济不景气报告公布的情况下,这些人哪来这么多钱买牛仔裤?

Jen Rogers
So while the economy might not be running on all cylinders seven sales are. Proving that even in tough times, those fashion conscious consumers can't resist a must -have item of the moment.
简·罗杰斯
虽然经济没有全速前进,"7"牌的销售量却在迅猛增长。据此我们得出结论,即使在经济不景气的情况下,那些追求时髦的人也不能抗拒他们想拥有的东西。

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