奢侈大牌蒂芙尼已经不香了？

In the United States, some once-loved stores are trying to understand decreasing sales. Jewelry store Tiffany & Co. is an example. Clothing store the Gap, and motorcycle store Harley Davidson are others. These three are more than shopping places – they are brands, public images strongly linked with an object or person.

美国，不少曾经备受青睐的商店，正常试图弄清销售额持续下降的原因。蒂芙尼珠宝店便是其中之一。而服装店（the Gap）和摩托车店哈雷戴维森也在其中。它们是品牌，是公众形象，会让人不自觉的将它们与人或事件联系到一起。这三家品牌早已超过作为商店的概念。

But today's younger Americans in their 20s and 30s are not as interested in buying things from these brands as their parents were. Instead, a store like Target has gained the attention and money of many so-called Millennials, people who became adults in the 21st century.

但如今二三十岁的美国青年却不像他们父辈，热衷于购买这些品牌的产品。取而代之，如塔基特（Target）品牌的商店正收获二十一世纪的新成年人的关注和消费力，他们被称为千禧一代。

Target has been around for more than 50 years. Today, it is the 8th largest seller in the country. One reason is because it has changed its stores for a new generation of shoppers. For example, it started offering more natural foods and designer clothing. It also created a showroom for the latest kinds of things for the home.

塔基特成立至今有五十多年之久，如今已成为美国第八大销售商。原因之一，是它及时改变了商店以迎合新一代消费者。

Target's success shows that the in-store experience remains important. While many Americans are shopping online, just 11 percent of retail sales are done on the internet. That means 89 percent of buying is done in the traditional way: walking into a store, reports the United States Department of Commerce.

塔吉特的成功表明，店内体验仍然很重要。虽然许多美国人选择网上购物，但只有11%的零售额是在网上达成的。这意味着89%的消费者依旧选择传统的线下购物方式——美国商务部报道。

"Target was really stuck... and, all the sudden, was able to again drive growth with millennials," says Jason Dorsey. He is president and millennial expert at the Center for Generational Kinetics.

贾森多尔西说：“塔基特曾陷入困境，但突然之间，却能够在千禧一代身上，再次推动销售增长。”

Target noticed that millennials shop differently from their parents. Since they are the country's largest living generation, they are important for retailers.

塔基特发现，千禧一代的购物方式和父辈们不同，他们作为美国人数占比最大的群体，对零售商而言非常重要。

They want new things, not the old brands they grew up knowing. They also want adventure and experiences. Finally, they are very concerned with brands that feel authentic.

他们期待新事物，而不是伴随他们成长的老品牌。他们同样期待新的冒险和体验。这最终，体现在他们对原创品牌的关注上。

Dorsey said, "What millennials tell us is that an authentic brand...has a personality. The brand itself has ...values." He added that millennials also value convenience.

多尔西说：“千禧一代让我们意识到原创品牌有自己的个性和价值。当然，他们同样重视便利性。”

Millennials are expected to be big spenders over the next ten years. In that time, they will begin to buy things for new homes and start having children. Brands that fail to appeal to these important young shoppers can quickly find themselves in trouble.

未来十年，千禧一代被认为是消费主力。他们会在十年间成家育儿。那些不能吸引这些年轻消费者的品牌，很快就会陷入麻烦。

Millennials will not buy old brands "that they think don't really understand or get them," Dorsey says. He says retailers that sell items that seem to be special are likely to do well.

多尔西说：“千禧一代不会选择购买“不真正理解他们”的老品牌。”而销售产品较为特别的零售商，很有可能会有不错的业绩。

In contrast, millennials have not shown much interest in the costly jewelry sold by Tiffany. The 200-year-old brand is now being sold to a French company.

相比之下，千禧一代对蒂芙尼出售的昂贵珠宝并没有表现出多大兴趣。这家200年之久的品牌正面临被一家法国公司收购的局面。

At Harley Davidson, sales of motorcycles have been decreasing since 2014. The brand once represented freedom and the possibilities of the open road. Now, young people want to use ride-sharing companies to move around.

哈蕾戴维斯摩托，曾经代表着自由和畅通之路无极限，销售额从2014年开始持续下滑。因为年轻人更愿意通过共乘公司来四处旅行。

And most young people today do not shop at the Gap, whose clothes were once so common they looked like a uniform for Americans in their 20s.

Gap曾风靡街头，就像20多岁的美国人的制服一样流行。然而如今大多数年轻人却不再到Gap购物。

"You know millennials are the most photographed generation of adults in history," Dorsey said.

多尔西说：“千禧一代在成年人的历史中，是最爱拍照的一代。”

In those photographs, they want to send a message, Dorsey explained. They want to show that they buy from stores that treat people well, and are good for the environment.

多尔西解释说，在这些照片中，他们想要传达一个信息。他们想要表明，自己所选择购买的商店不只对消费者很好，也对环境有好处。

编译：By Aslan, 12 March 2020