Woman: The big clothing retailer Sangra is currently in the news, and here to talk about its difficulties is retail analyst John Sergeant.[qh]
女：近期大型服装零售商Sangra上了新闻，以下是零售分析师约翰·萨金特谈论其困难。[qh]
Man: Hello.[qh]
男：你好。[qh]
Woman: John, why have Sangra's sales fallen so much?[qh]
女：约翰，为什么Sangra的销售额跌了那么多？[qh]
Man: Well, they've started using top designers, but it takes too long to get the designs from the drawing board into the shops.[qh]
男：他们开始雇用顶级设计师，但是从图版设计到商店售卖需要的时间太长了。[qh]
Sangra haven't realised that fashion trends are moving faster than ever, and they need to react much more quickly.[qh]
Sangra没有意识到潮流趋势变化越来越快，他们需要更加迅速的做出反应。[qh]
As a result, they aren't attracting younger shoppers.[qh]
因此，他们没能吸引年轻的购物者。[qh]
It really makes little difference who designs their clothes or what the stores look like if people don't feel like going in.[qh]
谁设计他们的衣服或是如果人们不想走进去话，商店会是什么样，这之间还是真的有些差别的。[qh]
Woman: They've been very short-sighted, haven't they?[qh]
女：他们一直目光短浅，是么？[qh]
Man: That's right. Sangra's strength is in the middle market, but shoppers now want either expensive designer labels or low prices.[qh]
男：没错。Sangra的优势是中间市场，但是购物者现在要么想要昂贵的品牌服装，要么是要价格低廉。[qh]
At the same time, other stores have started to compete for the same customers, but are offering lower prices.[qh]
同时，其他商店已经开始为同一顾客群竞争，但却提供更低的价格。[qh]
Sangra's response to these dangers has been an advertising campaign which was right off target,[qh]
Sangra对这些威胁的回应是一场不切题的广告活动，[qh]
and which actually seems to have lost them customers. And amazingly, they're still running it.[qh]
这似乎让他们失去了客户。让人诧异的是，他们仍在这么做。[qh]
Woman: The last Chief Executive was thought to be responsible for many of the mistakes, wasn't he?[qh]
女：大家认为上一任董事长需要为其中很多失误负责，是么？[qh]
Man: Throughout the nineteen nineties, the company was managed by Denis Howard, who was a strong leader.[qh]
男：纵观上世纪90年代，该公司由丹尼斯·霍华德管理，他是个强韧的领导者。[qh]
He decided on the policy of acquisition, and to be fair to him, he managed to persuade the Board.[qh]
他决定了收购政策，公平而言，他想说服董事会。[qh]
But when sales fell, Howard was forced out. If he'd already got somebody in position to take over, everything might have been fine,[qh]
但是当销售下降，霍华德被迫退出。如果他已有接替人，那么可能一切都好，[qh]
but as it was, a boardroom argument broke out. That's when the company's problems started.[qh]
但是事实上，董事会发生争论。自那时公司开始出现问题。[qh]
Woman: So what's happening now?[qh]
女：那么现在这么样了？[qh]