雙語|必備單品要落單？疫情期間牛仔褲銷量驟減
作爲時尚界的長青樹，牛仔褲一直是四季必備的經典單品。然而疫情的暴發卻動搖了這棵長青樹的地位，多家主打牛仔褲的知名服裝品牌都已申請破產。牛仔褲也要面臨生存危機了嗎？
As many continue to stay home amid the coronavirus pandemic, jeans are probably not their first choice for a day's outfit.
新冠疫情期間，隨着許多人繼續居家隔離，牛仔褲恐怕不是他們每日着裝的首選。
Many people are opting for clothing that's both functional and comfortable — maybe a blazer or blouse on top and pajama pants or leggings on bottom — so that they can both look presentable on work video calls and be comfortable while at home.
許多人都選擇實用又舒適的衣服——上半身穿輕便短上衣或襯衫，下半身穿睡褲或打底褲——這樣既能在工作視頻會議上看起來體面，在家裡又感覺舒適。
blazer [ˈbleɪzər]: n. （帶有學校、俱樂部等標記的）夾克；輕便短上衣
blouse [blaʊz]: n. 寬鬆的上衣；女裝襯衫
Some are choosing convenience above anything else.
有些人則最看重方便。
"Prior to COVID, even, those who said that they were working from home were buying the same piece of clothing for work, workout and weekend," Maria Rugolo, apparel industry analyst at The NPD Group, told Business Insider.
市場研究機構NPD集團的服裝業分析師瑪利亞·魯格洛告訴商業內幕網說：“在新冠疫情暴發前，那些自稱在家工作的人爲工作、鍛鍊和週末採購的服裝都是同樣的衣服。”
It's hard to work out in jeans, so where does denim fit into that equation?
穿牛仔褲不好鍛鍊，那麼牛仔褲該置於何地呢？
Jeans sales are seeing sharp declines along with the rest of the apparel market, according to The NPD Group's Maria Rugolo. Denim will have to adapt to fit the current needs.
NPD集團的瑪利亞·魯格洛稱，和服裝市場的其他服飾一樣，牛仔褲的銷量驟減。牛仔褲必須改變以適應當前的需求。
"Jeans have the opportunity to play up the comfort factor, to play up the stretch that they have," Rugolo said. "These are the things that we're going to see help the category."
“牛仔褲有機會提高舒適度，加大布料彈性。”魯格洛說，“我們認爲這麼做可以有助於增加牛仔褲的銷量。”
Several denim-focused retailers — True Religion, Lucky Brand, and G-Star Raw — have already filed for bankruptcy since the pandemic began. Prolonged store closures and a shift towards casual clothing proved damaging for retailers primarily selling jeans.
自從疫情暴發以來，真實信仰、幸運牌和G-Star Raw等多家主打牛仔褲的零售企業均已申請破產。長時間關閉門店和向休閒服飾風格的轉變已被證實對主營牛仔褲的零售商造成了損害。
It's a poor turn of events for a category that has seen its ups and downs over the years, but that was seeing some growth before the pandemic. Jeans, especially low-priced denim and jeans for men, were doing pretty well in recent years.
對於多年來經歷過起起落落的牛仔褲來說，這一事態不妙，然而就在疫情暴發前，牛仔褲的銷量還出現了增長。牛仔褲，尤其是低價丹寧布牛仔褲和男士牛仔褲，近年來賣得相當不錯。
Ayako Homma, consultant at Euromonitor International, said this growth was largely due to changing standards around what clothing could be considered office-appropriate.
歐睿國際信息諮詢公司的本間綾子稱，這一增長很大程度上要歸因於辦公室得體服飾標準的改變。
"As dress codes throughout the country became increasingly casual, US consumers have increased the usage occasions for jeans," Homma said in emailed comments.
本間在電子郵件中評論道：“隨着全美着裝規範變得越來越休閒，美國消費者穿牛仔褲的場合也增多了。”
"Also, with athleisure solidified in the US market, consumers who had purchased sufficient athletic bottoms over the last few years returned to economy and standard jeans, as fabric and fit innovation helped to make these products attractive for casualwear."
“此外，隨着運動休閒風在美國市場站穩腳跟，過去幾年買夠了運動褲的消費者開始重新購買實惠的普通牛仔褲，牛仔褲的布料和剪裁創新也增加了產品作爲休閒服飾的吸引力。”
But even though the pandemic has complicated this trend, Rugolo said that it may be too early to call this the death of jeans. Apparel as a whole is seeing large sales declines, while jeans that are meant for outdoors work are actually bucking the trend and showing some growth.
魯格洛說，儘管疫情讓時尚潮流變得複雜，但現在唱衰牛仔褲也許還爲時過早。服飾總體上的銷量都在大幅下滑，而專爲戶外活動設計的牛仔褲的銷量實際上還在逆勢增長。
"Jeans are never going to go away. They've been a staple for over a hundred years," Rugolo said. "It's definitely something to learn from the pandemic as far as how to adapt to these elements of comfort that consumers are looking for."
“牛仔褲永遠不會過時。一百多年來它們一直都是必備單品。”魯格洛說，“但是如何去適應消費者尋求的舒適元素，這是絕對要從這次疫情中學習的。”
Plus, at a certain point, people might get tired of wearing leggings and pajamas all the time.
美國疫情期間巧克力銷量飆升