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Shopping on Rodeo Drive
购物乐园——罗迪欧大道

Willow Bay
Maybe your hedge fund is hurting, your trust funds have been trimmed, or your seven-figure bonus just isn’t what it used to be. All kidding us aside, in these shaky economic times, the rich have money problems too. So how are the stores that cater to affluent shoppers holding up? We sent Jen Rogers to one of the most famous shopping streets in the world to find out.
威罗·贝
也许你的对冲资金受阻,你的信托基金已经蒙受损失,或者,你的7位数奖金大不如从前。“无可奈何花落去”,在经济波动时期,有钱人同样被钱的问题困扰。那么,那些迎合有钱人的商店如何经营?我们派简·罗杰斯去世界上最著名的购物街之一寻找答案。

Jen Rogers
The Dow may be down, but Doggi’s Diamonds and Dior still rule Rodeo Drive.
简·罗杰斯
道琼斯指数可能会低迷,但道吉斯钻石和迪奥化妆品仍主宰着罗迪欧大道。

Passenger
When the money’s gone, that’s when I’ll leave Rodeo Drive.
行人
没钱时,我才会离开罗迪欧大道。

Jen Rogers
For the third quarter tax revenues from this storied street, were flat from the year before. A sign luxury sales may have stalled, but they’re not slumping.
简·罗杰斯
从这条闻名遐迩的购物街第三季度税收与去年持平来看,昂贵物品的销售有的可能停顿,但并没有衰退。

Ali Soltani
It has not been staler than the past 10 years, but a lot of the merchants have taken steps to insure that we can replace the dollars from the different revenue streams we’ve had in the past.
阿里·索塔尼
与过去十年相比,它并没有变得更死气沉沉,但很多商家已经采取步骤,以保证我们用过去曾有的不同收入来源来弥补现今的不足。

Jen Rogers
In the past, foreign tourist dollars made up a bigger chunk of sales for luxury brands. But since 911, it’s been a soft spot, forcing Beverly Hills to stop relying on those that fly in from Asia, and start concentrating on those that can drive from Arizona.
简·罗杰斯
在过去,外国游客是昂贵品牌的最大购买群。但911以后,旅游业变成了弱项,迫使贝弗利山停止依靠那些从亚洲飞过来的购物者,而开始关注那些从亚利桑那驾车来的人。

Kelli Seely
A gift from Beverly Hills is a timeless gift, and everyone wants to give a special gift like that during the holiday season. So we’ve been able to really reach out to those who are in the drive market, and we’ve seen a substantial increase.
凯丽·茜里
一件贝弗利山的礼物是永不过时的,人人都想在节日期间送出那样一件礼物。因此,我们能够真正帮助那些开车前来购物的人,我们看到销售有了实际增长。

Jen Rogers
Wall Street is expecting a moderate sales increase this season, but cautions it’s hard to predict in the current environment.
简·罗杰斯
华尔街期待本季能有适度的销售增长,但同时警告,在目前环境中预测是困难的。

Dana Telsey
The biggest issue facing luxury brands these days is a potential war, because sentiment is partially what drives luxury goods purchases. If people don’t’ feel good about the economy, about their futures, and their financial prospects, then obviously the ability to spend and the desire to spend is also impacted.
丹纳·特尔西
近来昂贵品牌面临的最大的问题是一场潜在的战争,因为情绪往往影响对奢侈物品的消费。如果人们对经济、对他们的未来和收入前景感觉不妙,那么显而易见,他们花钱的能力和欲望也受到影响。

Jen Rogers
Even so, at David Orgell, the oldest shop on Rodeo Drive, they found big spending never goes out of style.
简·罗杰斯
即便如此,在David Orgell,罗迪欧大道上的最老的店里,人们发现大额消费永远是一种时尚。

Ali Soltani
Today, for a person who’s making seven-figures, a 100,000-dollar car may be expensive; tomorrow, the stock is doing well, it’s relative, he’ll purchase it.
阿里·索塔尼
今天,对于一个有七位数收入的人,10万美元的轿车可能是昂贵的;明天,股市振作,这个价格就显得合理,他会去买它。

Jen Rogers
Luxury retailers are hoping for a lot of those big-ticket purchases. One thing though, we would be talking merchants on Rodeo Drive. They see a little bit of a change in consumer behavior, saying that they see people this season really focusing on finding that one perfect gift instead of spending it on multiple gifts. But still, probably spending the same amount of money. Willow?
简·罗杰斯
奢侈品零售商在期盼大宗交易的出现。但有一件事不同,和我们谈话的是罗迪欧大道上的商人。他们发现消费者行为上有一些小的变化,人们在这个季节里不再花钱买很多礼物,而是侧重于寻找一件完美的礼物。但所花钱的总数可能和从前是一样的。威罗?

Willow Bay
Hey Jane, we have some retail figures out this week, can you put what’s going on in Beverly Hills into the bigger picture for us?
威罗·贝
嗨!简,我们本周将有一些零售业的数字出来,你能为我们把贝弗利山发生的一切放到大屏幕上吗?

Jen Rogers
Well, the retail numbers that came out, were actually pretty decent. Back to school had been a little ho-hum so this might be a little bit of momentum to carry over into the holiday season. Could be a good sign for what might be possibility to come towards the end of the year.
简·罗杰斯
好的,这些零售业的数字实际上相当不错。学生开学时销售的成绩不错,这种势头可能带动假期销售。这对年末可能会是个好兆头。

Willow Bay
And what are they expecting there on Rodeo Drive, what are luxury retailers specifically expecting to see this holiday?
威罗·贝
那么他们在罗迪欧大道上期待什么?确切地讲,那些奢侈品商人在这个假期期待什么?

Jen Rogers
Well Wall Street is expecting with the many of the luxury brands to see really a moderate increase. Last year in the fourth quarter, it was not a great quarter, that is no secret. So they have some easier comparisons going in this time, so they’re looking to just have a little bump-up here.
简·罗杰斯
华尔街同许多奢侈品品牌一起期待看到一个真正的适度增长。去年第四季度不是一个好的季度,这是路人皆知的。这一次他们有一些比较轻松的对照,所以他们仅仅指望有小小的增长。

Willow Bay
So moderate increase, not a disaster, by any means. Things certainly could be worse?
威罗·贝
无论如何是适度的增长,而不是一场灾难。事情可能会更糟吗?

Jen Rogers
That is true. Things definitely could be worse. You know talking to one jeweler here earlier in the week, he said, you know, people aren’t buying million-dollar diamonds at the same rate as they were when the Nasdaq was at 5,000. That he said, people still get married, people still get engaged, people still have to go to parties, and they want to spend money and they still want to shop, and so there are still those life moments that people want to go out and spend money for, and so some spending here is still going on for sure.
简·罗杰斯
是的。事情很有可能会更糟。本周早些时候我同这里的一个珠宝商谈话时,他说,人们现在不会像纳斯达克指数5000时那样购买同样价值百万美元的钻石了。尽管如此,他说,人们依旧结婚,订婚,仍要参加聚会,仍要花钱购物,生活中总有些令人们想走出去花钱的时刻,于是这里的消费行为会一直进行下去。

Willow Bay
So therefore consumers holding up they’re part of the economic bargain. Ah, Jane, before I let you go, buy anything?
威罗·贝
因此,消费者认为他们是经济增长的重要组成部分。哦,简,在我让你走之前,我要问:你买什么东西了吗?

Jen Rogers
I have not bought anything. I have done some window shopping.
简·罗杰斯
我什么也没买。我只是饱了饱眼福。

Willow Bay
Alright, fair enough. Jane Rogers, thanks for joining us.
威罗·贝
好的,足够了。我是简·罗杰斯,感谢您收看我们的节目。