Name: Primark、優衣庫和 Mango 等國際品牌是如何征服美國的？ (How International Brands Like Primark, Uniqlo And Mango Won Over America)
Uploaded: 2025-03-05T11:27:57.000Z
Duration: 14 min 1 s

情態副詞

Brands like Uniqlo, Mango, Primark, and Aritzia are expanding rapidly in the United States.

優衣庫、Mango、Primark 和 Aritzia 等品牌正在美國迅速擴張。

Inditex, which owns Zara, Fast Retailing that owns Uniqlo, other names such as Mango and Primark, they've expanded a great deal internationally, particularly in Europe and other areas.

擁有 Zara 的 Inditex、擁有 Uniqlo 的 Fast Retailing 以及 Mango 和 Primark 等其他品牌，都在國際上進行了大量擴張，尤其是在歐洲和其他地區。

And the U.S. is still an underpenetrated, undertapped market for them.

對它們來說，美國仍然是一個未被充分開發的市場。

These are also retailers that have a great deal of international expertise.

這些零售商還擁有豐富的國際專業知識。

From 2018 to 2023, there were nearly 19,000 U.S. store openings.

從 2018 年到 2023 年，美國將有近 1.9 萬家商店開業。

About 30% of those were foreign-owned companies.

The rise of foreign retailers is especially prevalent in American shopping malls.

外國零售商的崛起在美國購物中心尤為普遍。

I just walked into Queen Center in New York, and the first thing I see is a Primark, which is next to a Zara, which is right across from an H&M.

我剛走進紐約皇后中心，首先看到的是一家 Primark，旁邊是一家 Zara，正對面是一家 H&M。

The U.S. is the number one consumer market, so to be here and to get it right means a lot.

美國是全球第一大消費市場，是以，能在這裡獲得成功意義重大。

It looks very similar to that, but this is a lot less expensive.

它看起來非常相似，但價格要便宜得多。

Primark is still a very new player, but it could pose competitive threats for mall names that people are more familiar with.

Primark 仍是一家非常新的公司，但它可能會對人們更熟悉的商場品牌構成競爭威脅。

He was looking for a pair of sneakers and brought a coupon to go to Macy's.

他想買一雙運動鞋，帶了一張去梅西百貨的優惠券。

But he ended up going into Primark, walking out with a $22 pair of shoes, and he never made it to the department store.

但他最終走進了 Primark，拿著一雙 22 美元的鞋子走了出來，他再也沒有去過百貨公司。

So what makes the U.S. so appealing to these foreign brands?

那麼，是什麼讓美國如此吸引這些外國品牌呢？

Primark opened its first store in Dublin back in 1969, where it is known as Penny's, a nod to the store's distinguishingly low prices.

早在 1969 年，Primark 就在都柏林開設了第一家分店，並取名為 "Penny's"，以彰顯其低廉的價格。

The Irish discount retailer has grown its presence in the United States to 29 stores.

這家愛爾蘭折扣零售商在美國的門店已增至 29 家。

If you spend time in Ireland, our home market, or the U.K., where we've been since the early 1970s, Primark is an absolute household name.

如果你在愛爾蘭（我們的本土市場）或英國（我們自 20 世紀 70 年代初就進入英國）待過一段時間，Primark 絕對是一個家喻戶曉的名字。

We still have growth opportunities in Europe, but of course, some of our countries are certainly at a maturity point.

我們在歐洲仍有增長機會，當然，我們的一些國家肯定已進入成熟期。

And what we saw very quickly was a customer base that was responding incredibly well.

我們很快就發現，客戶群的反應非常好。

Primark has no e-commerce business in the U.S., and it relies on large brick-and-mortar stores like this one in Queens, New York, which is 37,000 square feet of retail space.

Primark 在美國沒有電子商務業務，主要依靠大型實體店，比如這家位於紐約皇后區的實體店，零售面積達 3.7 萬平方英尺。

One of the reasons why Primark has been slow to expand online is because e-commerce is very expensive.

Primark 在線業務拓展緩慢的原因之一是電子商務的成本非常高昂。

It's a lot cheaper to have shoppers come to the store and take home what they buy.

讓購物者到店裡把買的東西帶回家要便宜得多。

And so to keep margins up and prices low, their business model depends on being very efficient.

是以，為了保持較高的利潤率和較低的價格，他們的商業模式取決於是否非常高效。

But Primark is just one name amongst many focused on U.S. growth.

但 Primark 只是眾多專注於美國增長的公司中的一個。

Spanish retailer Mango and Canadian fashion brand Aritzia both made a splash in 2024.

西班牙零售商 Mango 和加拿大時尚品牌 Aritzia 都在 2024 年大放異彩。

Mango grew its U.S. sales by 10 percent and announced a $70 million expansion plan.

芒果公司在美國的銷售額增長了 10%，並宣佈了一項 7000 萬美元的擴張計劃。

Aritzia's stock price has soared over the past year as it grew U.S. revenue by 9 percent in fiscal 2024.

過去一年，Aritzia 的股價一路飆升，因為它在 2024 財年的美國收入增長了 9%。

While these brands are currently in the midst of expansion, H&M laid the groundwork years ago for many of these names now taking on the U.S. market.

雖然這些品牌目前正處於擴張期，但 H&M 早在幾年前就為其中許多品牌進軍美國市場奠定了基礎。

It opened its first store about 25 years ago on New York's Fifth Avenue.

大約 25 年前，它在紐約第五大道開設了第一家分店。

And since then, it's become a bit of a mall staple.

從那時起，它就成了商場的主打產品。

It has about 500 stores across the country, and it's become a household name similar to a Gap or an Old Navy.

它在全國擁有約 500 家門店，已成為類似於 Gap 或 Old Navy 那樣家喻戶曉的品牌。

Now it's fallen on trickier times because it's facing new competition from Shein, from Timu, from a lot of other specialty retailers that have cornered the market and come in and competed on fashion-forward trends.

現在，它遇到了更棘手的問題，因為它面臨著來自 Shein、Timu 和許多其他專業零售商的新競爭，這些零售商已經佔領了市場，並在時尚前沿趨勢上展開競爭。

Zara is another name that was at the forefront of global retailers moving to the U.S.

Zara 是走在全球零售商進軍美國前列的另一個名字。

However, the brand has grown its store base far more slowly than H&M.

不過，該品牌店鋪數量的增長速度比 H&M 慢得多。

In fact, its net U.S. store count has remained about the same over the past five years.

事實上，在過去五年中，其在美國的淨門店數量基本保持不變。

But just looking at the number of stores doesn't tell the full story here.

但是，僅看商店數量並不能說明問題的全部。

They'll be expanding into these bigger flagship locations.

他們將向這些更大的旗艦店擴張。

And then those smaller stores that were existing in a given city, they might be actually closing them.

而那些在特定城市中存在的小店，他們可能真的要關閉了。

但是，您仍然可以獲得更多的空間。

And net, the density of that space continues to increase every year.

而淨空間的密度每年都在增加。

I think what's interesting about a lot of these apparel retailers moving into the U.S. is that they have something very distinctive, whether it's Inditex, which owns Zara with fast fashion, whether it's Mango with its kind of European style, Primark with its mix of ultra-low prices and fast fashion, and Uniqlo, which has a focus on functional products, technical development.

我認為，許多進軍美國的服裝零售商的有趣之處在於，他們都有一些非常獨特的東西，無論是擁有快時尚品牌 Zara 的 Inditex，還是具有歐洲風格的 Mango，無論是將超低價和快時尚相結合的 Primark，還是注重功能性產品和技術開發的優衣庫。

They all have something pretty distinctive, which I think is an advantage over kind of mid-range, undifferentiated apparel retailers.

它們都有自己的特色，我認為這是與中檔、無差異服裝零售商相比的一個優勢。

More than 50 percent of Primark's offering is basics.

Primark 50% 以上的產品都是基本款。

Think T-shirts, underwear, socks, you know, stuff that isn't going out of style.

想想 T 恤、內衣、襪子，你知道，這些都是不會過時的東西。

H&M is more fashion focused, but similarly manufactures products far in advance in mainly China and Bangladesh, relying on its designers to predict trends and styles long before they hit stores.

H&M 更注重時尚，但同樣主要在中國和孟加拉國提前生產產品，依靠設計師在產品上市前預測流行趨勢和款式。

Rather than trying to predict trends, Zara, on the other hand, responds to them, operating under a traditional fast fashion model.

另一方面，Zara 並不試圖預測潮流，而是順應潮流，以傳統的快速時尚模式營運。

Therefore, Zara is less reliant on manufacturing in Asia than some of its peers.

是以，與一些同行相比，Zara 對亞洲製造的依賴程度較低。

About half of its production is done through nearshoring.

約有一半的生產是通過近岸外包完成的。

All that means is the company produces things close to where it sells them.

這意味著該公司在銷售地附近生產產品。

Inditex is based in Spain and nearly 40 percent of its factories are based in Europe.

Inditex 總部設在西班牙，近 40% 的工廠設在歐洲。

It's therefore able to quickly stock product in the continent.

是以，它能夠迅速在非洲大陸儲備產品。

But to get clothing on U.S. shelves, while it's still in style, requires a different approach.

但是，要想在美國的貨架上銷售流行的服裝，就需要採取不同的方法。

Often a lot of the U.S. product needs to be flown out there rather than shipped, right, to get there quickly enough.

很多美國產品往往需要空運而不是海運，對吧，這樣才能足夠快地到達那裡。

Air freight is much more expensive than sending something on a ship.

As a result of that and differences in duties, taxes, you know, costs of employment, rental costs, etc., the price points of items in the U.S. for Zara are about 25 to 35 percent more expensive than the price points for those same items in its European business outside of Spain.

由於關稅、稅收、用工成本、租金成本等方面的差異，Zara 在美國的商品價位要比在西班牙以外的歐洲市場的同類商品價位高出 25% 至 35%。

But whereas when you look at H&M, the price points are very similar across most of its major markets.

而 H&M 在大多數主要市場的價位都非常接近。

So you won't find a major discrepancy in prices in Europe versus the U.S.

是以，你不會發現歐洲與美國的價格有很大差異。

The U.S. retail market is highly fragmented, meaning there are a lot of companies vying for share of the customer's wallet.

美國零售市場高度分散，這意味著許多公司都在爭奪顧客的錢包。

Companies like Aritzia and Mango see fresh turf when they look over at the U.S. and they see a more resilient shopper.

Aritzia 和 Mango 等公司在美國看到了新的市場，看到了更有彈性的購物者。

A lot of consumers in Europe, particularly in the U.K., are under more economic pressure.

歐洲，尤其是英國的許多消費者面臨著更大的經濟壓力。

In the U.S., there's been a more resilient consumer and that consumer is willing to try new brands and follow global trends.

在美國，消費者的適應能力更強，他們願意嘗試新品牌，追隨全球潮流。

While that means increased competition, it also means new opportunities for growth.

雖然這意味著競爭加劇，但也意味著新的發展機遇。

That dynamic is different in countries like Spain, where players like Inditex already control a significant portion of the retail landscape.

這種態勢在西班牙等國有所不同，在這些國家，像 Inditex 這樣的企業已經控制了零售業的很大一部分。

They genuinely have an over 20 percent market share.

它們真正擁有超過 20% 的市場份額。

So, you know, if they're expanding in Spain, Zara, for instance, you really do feel that they're probably taking share from other players.

是以，你知道，如果他們在西班牙擴張，比如 Zara，你真的會覺得他們可能在搶奪其他競爭者的份額。

When I look at Euromonitor data for Inditex's market share across the Americas, so North America and it will include South America as well, it's like one and a half percent.

根據歐睿資訊諮詢公司（Euromonitor）的數據，Inditex 在整個美洲（包括北美和南美）的市場份額約為 1.5%。

And H&M's won't be dramatically different.

For context, if I look back a decade before, it was sort of 0.8 percent.

回想一下，十年前，這一比例為 0.8%。

So it's not that they are taking a little bit of share with their market rollout, but it's not really significant enough for me to see it as, you know, that taking material share in the U.S. from other established players.

是以，他們的市場推廣並沒有搶走一點份額，但對我來說，這還沒有大到足以從其他老牌公司手中搶走美國市場重要份額的地步。

One of the opportunities that these companies have seen in the U.S. is that department stores have weakened.

這些公司在美國看到的機遇之一是百貨商店的疲軟。

This is not a news story, but as Macy's closes about 150 of its namesake stores, not only is that leaving a big box in malls that in some cases Primark could move into, but it's also leaving some market share on the table that's free for the taking.

這不是什麼新聞，但隨著梅西百貨關閉約 150 家同名商店，不僅在商場中留下了一個大盒子，在某些情況下，Primark 可能會進駐，而且還留下了一些市場份額，任人宰割。

Another dynamic that could be appealing is the decline of baby and children's stores.

另一個可能具有吸引力的動態因素是嬰兒和兒童用品商店的衰落。

Babies R Us and Bye Bye Baby, which is owned by Bed Bath & Beyond, both went out of business.

Babies R Us 和 Bed Bath & Beyond 旗下的 Bye Bye Baby 都倒閉了。

And that means that Primark sees opportunity to grow its baby and children's market, which it's been doing at many of its stores.

這意味著 Primark 看到了發展嬰兒和兒童市場的機會，而它的許多商店也一直在這樣做。

CF Leisure is really big right now with brands like Lululemon, Biore, Aloe really taking off.

目前，CF Leisure（休閒服裝）的發展勢頭非常迅猛，Lululemon、Biore、Aloe 等品牌都在迅速崛起。

This is Primark's answer to that, the $7 workout T-shirt.

這就是 Primark 的答案，7 美元的健身 T 恤。

We've been able to influence back on that global Primark product range to include more leisure wearers.

我們已經能夠對 Primark 的全球產品系列施加影響，讓更多的休閒裝愛好者加入進來。

We are about 5 percent of Primark's global sales today.

目前，我們的銷售額約佔 Primark 全球銷售額的 5%。

So still relatively small in comparison to the other 16 countries in Europe.

是以，與歐洲其他 16 個國家相比，我們的國家仍然相對較小。

But actually, because of that growth, we're now able to shape more of the product range to suit the U.S. consumer.

但實際上，由於這種增長，我們現在能夠根據美國消費者的需求來設計更多的產品系列。

Social media has allowed brands with even a relatively small number of physical stores to flourish in the U.S.

社交媒體使實體店數量相對較少的品牌也能在美國蓬勃發展。

A Forrester retail survey found that 63 percent of consumers under 25 and 57 percent of those between 25 and 34 discover products or brands on social media at least weekly.

Forrester 零售調查發現，63% 的 25 歲以下消費者和 57% 的 25 至 34 歲消費者至少每週一次在社交媒體上發現產品或品牌。

Take the Uniqlo shoulder bag, for example.

Both companies cited social media virality as driving growth for these products in 2023.

兩家公司都認為，社交媒體的病毒式傳播將推動這些產品在 2023 年的增長。

But one viral product does not keep a brand afloat.

但是，一個病毒性產品並不能讓一個品牌繼續生存下去。

What it does create is brand awareness, which these companies can capitalize on by continuing to stay on top of trends.

它所創造的是品牌知名度，這些公司可以通過不斷緊跟潮流來利用這一知名度。

Part of the appeal of these brands, whether it's Mango or Zara, is that they have a lot of off-the-runway looks.

無論是 Mango 還是 Zara，這些品牌吸引人的地方之一就是它們擁有大量走秀造型。