消费者钟爱打折

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A three-year study that tracked clothing costs versus what global consumers are willing to pay has some bad news for fashion retailers.

一项研究持续了三年，跟踪比较服饰成本与全球顾客愿意支付的钱，给时装零售商带来了坏消息。

“On average, across all womenswear categories tested between January 2013 and June 2016, consumers were willing to pay only 76% of full price.”

“测评了2013年1月至2016年6月年间的女性服饰，平均而言，客户只愿意支付正价的76%。

Even labels such as Coach are now fighting to convince customers to buy at full price again after years of marking down products to move them off the shelves.

即便是Coach这样的品牌那么多年来降低产品价格以便出售，也在拼命说服顾客以正价购买。

Of course, many brands certainly own the responsibility for their poor sales.

当然，很多品牌自然也对销售量小负有责任。

It found that clothing prices for many categories were decreasing, but so too were the dollar amounts shoppers were willing to spend.

研究发现很多种服装价格都在降，但消费者愿意花的钱也在减少。

One of the big exceptions, however, was athleisure. Within the category of bottoms, which includes items such as jeans and skirts, the subcategory with the least price resistance was knit bottoms, which the study says was largely made up of activewear.

不过明显例外之一是运动休闲系列。运动休闲从属裤装类别，包括牛仔裤与短裙。这一类别中价格变化最大的针织裤装，多数是运动装。

Consumers were willing to pay 82% of the planned retail prices for them, even though knit bottoms saw “significant price increases over the period.” Leggings were another subcategory that shoppers were willing to pay for.

顾客愿意付计划零售价的82%，即便针织裤装“近阶段以来价格猛涨。”打底裤也是消费者愿意购买的服饰从属类别。

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