一詞：H&M和Zara都開始陸續關店，發生什麼了？

makeover ['meɪkəʊvə(r)] 

n. 化妝美容；大轉變

圖片來源：視覺中國

H&M and Zara Are Closing Stores to Get Ahead

爲了獲得成功，H&M和Zara開始關店。

Europe’s fast fashion giants may have been slow to wake up to the threat posed by e-commerce, but it looks more and more like they have raised their game enough to survive—and maybe even prosper.

歐洲的快時尚巨頭可能很晚才意識到電子商務帶來的威脅，但是看起來他們越來越像已經把獵物養肥了，足夠自己生存下來，甚至繁榮發展。

Hennes & Mauritz, the Swedish company behind H&M, Monki and Weekday, and Spain-based Inditex (owner of Zara and Massimo Dutti) are both seeing the benefits of decisions taken last year to trim their networks of physical stores and throw more resources into online sales.

瑞典公司Hennes&Mauritz（H&M），Monki公司和Weekday公司，以及西班牙的Inditex公司（Zara和Massiomo Dutti的擁有者）都看到了去年做出的決定帶來的利益。他們決定削減實體店網絡，將更多資源傾向網店。

Eighteen months ago, H&M was still struggling with another makeover of its online store and seemingly hell bent on opening more stores that would never pay for themselves.

18個月以前，H&M還在掙扎着對網店進行改變，並且似乎執意要開更多無法收支平衡的店。

Fast forward to this summer—a tumultuous one for stocks—and H&M has managed to hold on to the 15% gain it made when it announced its most recent quarterly earnings in late June. 

很快就到了這個股市動盪的夏天，H&M成功保持了6月末公佈的最近的15%的季度收益。

The results were notable for two reasons: one, its summer collections arrived with a bang, with sales rising 12% from a year earlier; second, it said it expected to whittle away its unsold inventory for the fourth quarter in a row, and forecast it would continue falling through the fiscal year-end. 

結果引人注目的原因有兩個：第一，夏季系列轟動而來，與去年相比銷售額增長12%；第二，該公司稱計劃連續削減第四季度積壓庫存，並預計在這個財政年末，庫存將持續減少。

Shares are now up by one-third from the 14-year low they hit last August.

自去年8月股價創下14年新低後，現在股價上漲了三分之一。