这家最受欢迎的日本零售商让美国人却喜欢不起来

　　Uniqlo once appeared destined to take over the world.

　　优衣库从一开始就是以全球为发展目标的。

　　The Japanese company was heralded for how it made men like shopping with its simple, affordable apparel, with mass produced shirts in many colors.

　　这家日本公司也曾被报道它是怎样让男性喜欢购买一些简单又平价的服装，和大量生产有很多种颜色的T恤。

　　But now, the company is struggling – because it can't get American shoppers to shop there.

　　但是直到现在，这家公司还是很纠结的-因为它无法让美国消费者为此买单。

　　"The U.S. market is the most important. I'm heading there today. We're struggling now, but we're going to rebuild," Parent company Fast Retailing's Chief Executive Tadashi Yanai said at an event on Wednesday, Reuters reports.

　　“美国市场是最重要的。所以我今天来这里了。我们现在正陷入困境，但我们正准备重新调整，”母公司迅销集团董事长Tadashi Yanai在周三一个活动中说道，路透社报道。

　　The company is particularly facing trouble as it expands beyond major cities.

　　这家公司特别是面临在主要城市以外的扩张困难。

　　"People know us in places like New York. But we're not known in other areas. We would like people to know our products, our name, our way of thinking," he said.

　　“人们在像纽约这样的地方知道我们。但是我们不知道在其他地区是怎样的情况。我们想要人们了解我们的产品，我们的名字，我们思考的方式，”他说。

　　This isn't an entirely new woe for the brand; this was the same problem the company faced inJanuary, when the company missed expectations. Even last October, it was evident that the company was having a hard time getting American consumers to shop there, too.

　　对品牌来说这不是一个新出现的困境;一月份时这家公司预期流产时，公司面临同样的问题。甚至去年十月，公司获取美国消费者在这里购物十分困难，这也是一个佐证。

　　This runs counter to the company's plans five years ago; in 2011, the company embarked on a bold expansion across the United States.

　　现在的经营状况与公司五年前的计划相反;在2011年，公司着手在整个美国大胆扩张。

　　Last quarter, the company blamed its troubles on unseasonably warm weathers, pointing out US, China (including Hong Kong and Taiwan), and South Korea, which works against its previously praised Heatteach apparel and coats. Bloomberg had reported that the company planned to work against that problem by offering apparel that wasn't weather sensitive.

　　上个季度，公司将问题归咎于反常的天气变暖，指出美国，中国(包括香港和台湾)，和韩国，这样的情况对之前被称赞的Heatteach服装和外套不利

　　However, it means that Uniqlo is not immune to a troubling trend in retail: that those who cannot adapt swiftly may be doomed. Both Macy's and Banana Republic have specifically pointed to warm weather as problems in the past.

　　然而，这意味着优衣库没有免于零售业陷入困境的趋势：那些不能迅速适应的品牌注定是要失败的。Macy’s和Banana Republic过去都曾 特别指出全球变暖将会成为一个问题。