CNN News: 美国时尚品牌Forever21申请破产

And this week Forever 21 announced it was closing the doors of as many of 350 stores worldwide including 178 in the United States. That's about a third of the stores that operates in America. The company has filed for bankruptcy. This doesn't mean that Forever 21 has gone out of business.

Forever 21本周宣布将在全球关闭多达350家门店，其中178家为美国门店。这占该品牌在美国门店总数的三分之一左右。Forever 21已经申请破产。这并不意味着该公司已经倒闭。

People can still shop in the open stores and online. But what its trying to do is reorganize itself, to cut costs and reduce debt so it can be a moneymaking business once again. Four years ago, Forever 21 made $4.4 billion in sales. How did it go from that to bankruptcy? Market analysts say blame the internet. People are shopping more online which strains the finances of companies that have hundreds of physical stores.

人们仍然可以在开放的商店和网上购物。但它试图做的是重组自己，削减成本，减少债务，这样它就能再次成为盈利企业。四年前，Forever 21的销售额为44亿美元。它是如何走向破产的呢?市场分析人士表示，这要归咎于互联网。人们越来越多地在网上购物，这给拥有数百家实体店的公司带来了财务压力。

And though Forever 21 has a website, its sales only account for 16 percent of Forever 21'srevenue. The company's closures are a small part of more than 8,200 store closings that have been announced so far this year. It's a new record and it's happening at a time when the economy is strong, unemployment is low and people are still spending money. They're just doing less of it at shopping malls where so many of these stores are found.

尽管Forever 21也有网店，但销售额只占公司收入的16%。今年以来，各公司已有超过8200家实体门店宣布关闭，Forever 21计划关闭的门店数量只是其中一小部分。关店数量创造了记录，而这一切发生时，经济强劲、失业率处于低位而且人们仍在消费。民众只是不常在实体店聚集的购物中心消费了。

One thing you might not have known about Forever 21 is that its original name was Fashion 21. Its founder once told CNN that its older customers wanted to be 21 again and its younger ones wanted to be 21 forever. As any marketing expert will tell you branding is a major part of the business.

你可能不知道Forever 21最初的名字是Fashion 21。它的创始人曾经告诉CNN，老客户想要再次21岁，而它的年轻客户想要永远21岁。正如营销专家都会告诉你的，品牌是企业的重要组成部分。