繼美國最大婚紗品牌“大衛(wèi)婚紗”上周宣布破產(chǎn)后，美國最大鉆石珠寶零售商西格內(nèi)特珠寶公司也透露稱“訂婚空白期”讓訂婚戒指銷量大減。

It seems to be a turbulent time for retailers who cater to couples in love.

做情侶生意的零售商最近似乎日子不好過。

On the heels of David’s Bridal, the largest seller of wedding dresses declaring bankruptcy last week, another big seller of symbols of enduring love, like rings, disclosed that their business has not yet recovered from Covid-19.

繼美國最大婚紗品牌“大衛(wèi)婚紗”上周宣布破產(chǎn)后，美國最大鉆石珠寶零售商西格內(nèi)特珠寶公司也透露稱生意還沒從疫情重創(chuàng)中恢復(fù)過來。

According to Signet Jewelers, the largest jewelry company in the United States, the pandemic dented sales of engagement rings as relationships faltered or never even blossomed in the first place due to the lockdowns.

出售戒指等代表永恒之愛的飾品的西格內(nèi)特珠寶公司稱，疫情讓訂婚戒指的銷量大減，因?yàn)榉怄i讓戀情搖搖欲墜甚至阻止了戀情的發(fā)生。

Signet Jewelers (SIG), with brands including Zales, Jared, Kay Jewelers and Diamonds Direct under its corporate umbrella, said a lot of early relationships in particular faded as lockdowns began in the winter and spring of 2020, only to be followed by a dramatic decline in dating.

旗下?lián)碛衂ales、Jared、Kay Jewelers和Diamonds Direct等多個品牌的西格內(nèi)特珠寶公司稱，自從2020年早春疫情封鎖開始后，許多戀情都被扼殺在萌芽期，隨之而來的是約會數(shù)量劇減。

This created, it said, an “engagement gap.”

西格內(nèi)特珠寶公司稱，這形成了一個“訂婚空白期”。

"We’re still seeing it today,” Jamie Singleton, Signet Jewelers’ president and chief consumer officer, said during the company’s investor day last week.

西格內(nèi)特珠寶公司總裁兼首席消費(fèi)者官杰米·辛格爾頓在上周公司的投資者日表示：“時至今日仍是如此。”

Citing company research, Singleton said couples, on average, get engaged about 3.25 years after they begin dating.

辛格爾頓援引公司的調(diào)查結(jié)果稱，情侶平均約會3.25年后會訂婚。

The category will need to grow approximately 25% by calendar year 2026 just to return to prior engagement levels, she said.

她指出，約會人數(shù)須在2026年前增加約25%，訂婚人數(shù)才會恢復(fù)到疫情前的水平。

But there’s some evidence of a turnaround, said Singleton. And it’s vital for Signet’s business, because 50% of the company’s merchandise sales come from the bridal segment.

不過辛格爾頓表示，現(xiàn)在有跡象顯示這一情況正在好轉(zhuǎn)。這對西格內(nèi)特珠寶的生意至關(guān)重要，因?yàn)樵摴臼鄢龅?0%的產(chǎn)品都是新娘飾品。

Meanwhile, the pandemic also walloped sales of wedding dresses as social gatherings of all kinds came to a standstill, and couples postponed their weddings.

與此同時，疫情還重創(chuàng)了婚紗的銷量，因?yàn)楦黝惿缃痪蹠贾兄沽?，情侶們也推遲了自己的婚禮。

As dates were re-booked coming out of the pandemic, brides-to-be have had to contend with inflation and economic uncertainty bearing down on expenses.

疫情過后，新人們重新擬定了吉日，然而準(zhǔn)新娘們不得不應(yīng)對通貨膨脹和經(jīng)濟(jì)不確定性，從而減少開支。

David’s Bridal said these macro trends, as well as competition from more affordable online and secondhand retailers, hurt its business.

大衛(wèi)婚紗公司稱這種大環(huán)境以及來自定價更低廉的線上和二手婚紗零售商的競爭讓生意很難做。

"An increasing number of brides are opting for less traditional wedding attire, including thrift wedding dresses. These shifting consumer preferences have significantly exacerbated the company’s financial crunch,” David’s Bridal said in a bankruptcy filing.

大衛(wèi)婚紗公司在破產(chǎn)申請書中寫道：“越來越多的新娘選擇了非傳統(tǒng)的結(jié)婚禮服，包括舊婚紗。消費(fèi)者喜好的轉(zhuǎn)變大大加劇了公司的財(cái)務(wù)危機(jī)?！?/p>

英文來源：美國有線電視新聞網(wǎng)

翻譯&編輯：丹妮