全價商品要完！消費者到底多愛打折
A three-year study that tracked clothing costs versus what global consumers are willing to pay has some bad news for fashion retailers.
一項研究持續了三年，跟蹤比較服飾成本與全球顧客願意支付的錢，給時裝零售商帶來了壞消息。
“On average, across all womenswear categories tested between January 2013 and June 2016, consumers were willing to pay only 76% of full price.”
“測評了2013年1月至2016年6月年間的女性服飾，平均而言，客戶只願意支付正價的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這樣的品牌那麼多年來降低產品價格以便出售，也在拼命說服顧客以正價購買。
Of course, many brands certainly own the responsibility for their poor sales.
當然，很多品牌自然也對銷售量小負有責任。
It found that clothing prices for many categories were decreasing, but so too were the dollar amounts shoppers were willing to spend.
研究發現很多種服裝價格都在降，但消費者願意花的錢也在減少。
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.
不過明顯例外之一是運動休閒系列。運動休閒從屬褲裝類別，包括牛仔褲與短裙。這一類別中價格變化最大的針織褲裝，多數是運動裝。
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.
顧客願意付計劃零售價的82%，即便針織褲裝“近階段以來價格猛漲。”打底褲也是消費者願意購買的服飾從屬類別。
