Coach is going First Class.
寇馳要走高端路線(xiàn)。

The leather-goods maker will no longer sell its handbags and purses at some "lower volume" department stores, the company announced Tuesday. The move comes in response to the brand's perceived diluted appeal to wealthier shoppers amid mass market access.
皮件制造商寇馳本周二宣布，將停止在“低端”的百貨商店出售其手袋和錢(qián)包。此舉是寇馳感到其產(chǎn)品在大眾化商場(chǎng)出售，致使對(duì)有錢(qián)人的吸引力被削弱而做出的反應(yīng)。

According to Tuesday's announcement, Coach will stop selling to around 250 locations in North America as of 2017, and also strictly control any discounts that department stores can offer.
根據(jù)周二的公告，2017年寇馳將在北美的約250個(gè)銷(xiāo)售點(diǎn)停止銷(xiāo)售，并且嚴(yán)格控制百貨公司可以提供的任何折扣。

"While we understand that customers may use department stores for trial and shopping across brands, the high level of promotional impressions created negatively impacts our long-term brand health," said Chief Executive Victor Luis during a conference call with analysts this week.
本周，寇馳首席執(zhí)行官維克多?路易斯在與分析師的一次電話(huà)會(huì)議中表示：“盡管我們理解客戶(hù)可在百貨公司的不同品牌之間進(jìn)行試用及購(gòu)買(mǎi)，深刻的促銷(xiāo)印象對(duì)我們品牌的長(zhǎng)期健康產(chǎn)生了負(fù)面影響?！?/p>

Once a category crusher, the 75-year-old company was forced to rethink its strategy in 2014 after reporting four straight quarterly losses, with shares falling a total of 39 percent that year.
這個(gè)擁有75年歷史的公司曾是行業(yè)老大， 2014年卻連續(xù)四個(gè)季度報(bào)告虧損且股價(jià)下跌39%，不得不重新考慮其品牌戰(zhàn)略。

Those losses were partially attributed to the fact that Coach's loyal clientele had increasingly turned up its nose at the once-prestigious brand, whose less pricey CC line has been purchased in droves by younger consumers at steep discounts in malls and outlets.
這些虧損部分是因?yàn)?，寇馳的忠實(shí)客戶(hù)已經(jīng)越來(lái)越對(duì)這個(gè)曾經(jīng)著名的品牌嗤之以鼻。在各大商場(chǎng)和奧特萊斯，其相對(duì)低廉的CC系列產(chǎn)品因大幅度的折扣被成群結(jié)隊(duì)的年輕消費(fèi)者買(mǎi)走。

After the appointment of Stuart Vevers as executive creative director in 2013, Coach started a "re-platforming" of its brand. The company closed down one-fifth of its North American retail stores and renovated high-traffic, high-value stores (such as Rodeo Drive) to exude "warmth" and "modern luxury," while returning to the company's original horse and coach logo — along with its upper crust equestrian connotations.
2013年，斯圖爾特?維佛斯被任命為執(zhí)行創(chuàng)意總監(jiān)后，寇馳開(kāi)始其品牌的“平臺(tái)再造”?？荞Y關(guān)閉了北美零售店的五分之一，并整修了其高流量、高價(jià)值的專(zhuān)賣(mài)店（如羅迪歐大道店），以彰顯其“溫暖”和“現(xiàn)代奢華”的風(fēng)格，并重新使用寇馳原來(lái)的馬和四輪馬車(chē)的標(biāo)志——及其上流社會(huì)座駕的內(nèi)涵。

The company also cut 150 jobs and started to phase out its lower-priced purses and handbag lines.
該公司還削減了150個(gè)工作崗位，并開(kāi)始逐步淘汰其價(jià)格較低的錢(qián)包和手袋產(chǎn)品線(xiàn)。

The strategy seems to be working. Business has picked up, with sales soaring by 15 percent this quarter — demonstrating that consumers are buying in to the renewed cachet.
該戰(zhàn)略似乎起了作用。本季度寇馳的業(yè)務(wù)明顯好轉(zhuǎn)，銷(xiāo)量飆升了15%——這證明對(duì)于其重新建立的聲望，消費(fèi)者很買(mǎi)賬。

英文來(lái)源：雅虎新聞
翻譯：實(shí)習(xí)生朱善美
編審：yaning