2019年翻譯資格考試中級(jí)筆譯練習(xí)題：歐洲制造

　　漢譯英

　　歐洲制造

　　除了奢侈品牌外幾乎所有的時(shí)尚品牌都已經(jīng)在亞洲生產(chǎn)，或者正在考慮這幺做。美國(guó)的皮革商品制造商蔻馳(Coach)就是一個(gè)經(jīng)典的例子。在過(guò)去的五年中，它通過(guò)僅在低成本市場(chǎng)生產(chǎn)來(lái)提升毛利率。在2002年的3月，它關(guān)閉了在波多黎各拉雷斯的最后一間公司所屬工廠，將所有產(chǎn)品全部外包。

　　巴寶莉(Burberry)在亞洲持有許多許可授權(quán)安排。2000年它決定給日本叁洋公司的特許授權(quán)延長(zhǎng)十年。這意味著按零售價(jià)計(jì)算巴寶莉幾乎一半的銷售額將是亞洲授權(quán)生產(chǎn)的。但是同時(shí)，日本的消費(fèi)者卻偏好于該集團(tuán)在歐洲生產(chǎn)的產(chǎn)品。

　　為了應(yīng)對(duì)這種對(duì)巴寶莉在亞洲工廠所生產(chǎn)產(chǎn)品的需求，叁洋公司在東京銀座開設(shè)旗艦店，出售從歐洲進(jìn)口的巴寶莉產(chǎn)品。

　　在《金融時(shí)報(bào)》的采訪中，許多企業(yè)高管表示，奢侈品牌將在亞洲越來(lái)越多地出現(xiàn)，就像在歐洲一樣。古馳(Gucci)的多米尼克·德索爾說(shuō)，無(wú)論是真是假，亞洲消費(fèi)者只相信：奢侈品來(lái)自歐洲，而且一定是要在那兒生產(chǎn)的才是最好的。

　　古琦的控股公司(Pinault Printemps Redoute)的首席執(zhí)行官塞格·溫伯格說(shuō)，公司不會(huì)將古琦的生產(chǎn)線移到海外。然而一些業(yè)內(nèi)人士認(rèn)識(shí)到，就算對(duì)奢侈品牌而言，這種變化也將來(lái)臨。普拉達(dá)(Prada)的首席執(zhí)行官帕特里齊奧·艾特里說(shuō)：“‘意大利制造’的標(biāo)簽很重要，但我們真正要提供的是一種風(fēng)格，而風(fēng)格是一種文化的展示。因此，他認(rèn)識(shí)到高品質(zhì)的時(shí)尚產(chǎn)品并非總是要在意大利生產(chǎn)。

　　歐洲工商管理學(xué)院的市場(chǎng)營(yíng)銷系的Amitava Chattopadhyay教授說(shuō)：“品牌就是消費(fèi)者腦海中的一系列聯(lián)想，其中之一就是塬產(chǎn)地。對(duì)于奢侈品來(lái)說(shuō)，品牌的作用是至關(guān)重要的。破壞它是一種彌天大罪，沒(méi)有哪個(gè)品牌經(jīng)理愿意將產(chǎn)地和品牌形象之間的關(guān)系搞錯(cuò)。”

　　參考譯文

　　Made in Europe

　　Almost every fashion label outside the top super-luxury brands is either already manufacturing in Asia or 5 thinking of it. Coach, the US leather goods maker, is a classic example. Over the past five years, it has lifted all its gross margins by manufacturing solely in low-cost markets. In March 2002 it closed its factory in Lares, Puerto Rico, its last company-owned plant, and outsources all its products.

　　Burberry has many Asian licensing arrangements. In 2000 it decided to renew Sanyo's Japanese licence for ten years. This means that almost half of Burberry's sales at retail value will continue to be produced under license in Asia. At the same time however, Japanese consumers prefer the group's European-made products.

　　Sanyo is now reacting to this demand for a snob alternative to the Burberry products made in its factories across Asia by opening a flagship store in Tokyo's Ginza, where it sells Burberry products imported from Europe.

　　In interviews with the FT, many executives say the top luxury brands will continue to be seen, particularly in Asia, as European. Domenico De Sole of Gucci says: “The Asian consumer really does believe - whether it's true or not - that luxury comes from Europe and must be made there to be the best.”

　　Serge Weinberg, Chief Executive of Pinault Printemps Redoute, which controls Gucci, says it will not move Gucci's production offshore. Yet some in the industry recognize that change may be round the corner even for the super-luxury brands. Patrizio Bertelli, Chief Executive of Prada, says: 'The "Made in Italy" label is important but what we are really offering is a style, and style is an expression of culture.' He therefore recognizes that quality fashion items may not always need to be produced in Italy.

　　Amitava Chattopadhya. Professor of Marketing at Insead, the business school. says: A brand is a set of associations in the mind of the consumer and one of these is the country of origin. For luxury goods, the role of the brand is crucial. To damage it is a cardinal sin and no brand manager will want to get the balance between manufacturing location and the brand image wrong.

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