Woman: The big clothing retailer Sangra is currently in the news, and here to talk about its difficulties is retail analyst John Sergeant.
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。
Man: Hello.
男：你好。
Woman: John, why have Sangra's sales fallen so much?
女：约翰，为什么Sangra的销售额跌了那么多？
Man: Well, they've started using top designers, but it takes too long to get the designs from the drawing board into the shops.
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。
Sangra haven't realised that fashion trends are moving faster than ever, and they need to react much more quickly.
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。
As a result, they aren't attracting younger shoppers.
因此，他们没能吸引年轻的购物者。
It really makes little difference who designs their clothes or what the stores look like if people don't feel like going in.
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。
Woman: They've been very short-sighted, haven't they?
女：他们一直目光短浅，是么？
Man: That's right. Sangra's strength is in the middle market, but shoppers now want either expensive designer labels or low prices.
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。
At the same time, other stores have started to compete for the same customers, but are offering lower prices.
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。
Sangra's response to these dangers has been an advertising campaign which was right off target,
Sangra对这些威胁的回应是一场不切题的广告活动，
and which actually seems to have lost them customers. And amazingly, they're still running it.
这似乎让他们失去了客户。让人诧异的是，他们仍在这么做。
Woman: The last Chief Executive was thought to be responsible for many of the mistakes, wasn't he?
女：大家认为上一任董事长需要为其中很多失误负责，是么？
Man: Throughout the nineteen nineties, the company was managed by Denis Howard, who was a strong leader.
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。
He decided on the policy of acquisition, and to be fair to him, he managed to persuade the Board.
他决定了收购政策，公平而言，他想说服董事会。
But when sales fell, Howard was forced out. If he'd already got somebody in position to take over, everything might have been fine,
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，
but as it was, a boardroom argument broke out. That's when the company's problems started.
但是事实上，董事会发生争论。自那时公司开始出现问题。
Woman: So what's happening now?
女：那么现在这么样了？