作為時尚界的長青樹，牛仔褲一直是四季必備的經(jīng)典單品。然而疫情的暴發(fā)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(chǎn)。牛仔褲也要面臨生存危機(jī)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，隨著許多人繼續(xù)居家隔離，牛仔褲恐怕不是他們每日著裝的首選。

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，在家里又感覺舒適。

blazer [?ble?z?r]: n. （帶有學(xué)校、俱樂部等標(biāo)記的）夾克；輕便短上衣

blouse [bla?z]: n. 寬松的上衣；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(jī)構(gòu)NPD集團(tuán)的服裝業(yè)分析師瑪利亞·魯格洛告訴商業(yè)內(nèi)幕網(wǎng)說：“在新冠疫情暴發(fā)前，那些自稱在家工作的人為工作、鍛煉和周末采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?

穿牛仔褲不好鍛煉，那么牛仔褲該置于何地呢？

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(tuán)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(yīng)當(dāng)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(jī)會提高舒適度，加大布料彈性?！濒敻衤逭f，“我們認(rèn)為這么做可以有助于增加牛仔褲的銷量?！?/p>

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(fā)以來，真實信仰、幸運(yùn)牌和G-Star Raw等多家主打牛仔褲的零售企業(yè)均已申請破產(chǎn)。長時間關(guān)閉門店和向休閑服飾風(fēng)格的轉(zhuǎn)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.

對于多年來經(jīng)歷過起起落落的牛仔褲來說，這一事態(tài)不妙，然而就在疫情暴發(fā)前，牛仔褲的銷量還出現(xiàn)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(dāng)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.

歐睿國際信息咨詢公司的本間綾子稱，這一增長很大程度上要歸因于辦公室得體服飾標(biāo)準(zhǔn)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：“隨著全美著裝規(guī)范變得越來越休閑，美國消費(fèi)者穿牛仔褲的場合也增多了?！?/p>

"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，隨著運(yùn)動休閑風(fēng)在美國市場站穩(wěn)腳跟，過去幾年買夠了運(yùn)動褲的消費(fèi)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(chuàng)新也增加了產(chǎn)品作為休閑服飾的吸引力?！?/p>

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，盡管疫情讓時尚潮流變得復(fù)雜，但現(xiàn)在唱衰牛仔褲也許還為時過早。服飾總體上的銷量都在大幅下滑，而專為戶外活動設(shè)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(yuǎn)不會過時。一百多年來它們一直都是必備單品?！濒敻衤逭f，“但是如何去適應(yīng)消費(fèi)者尋求的舒適元素，這是絕對要從這次疫情中學(xué)習(xí)的。”

Plus, at a certain point, people might get tired of wearing leggings and pajamas all the time.

而且，未來的某一天，人們可能會厭煩老是穿打底褲和睡衣的。

英文來源：商業(yè)內(nèi)幕網(wǎng)

翻譯&編輯：丹妮