Brand stories 品牌故事之H&M

Hey Ella, where do you usually shop?

嘿，Ella，你一般在哪里购物呢?

Honestly, H&M. I’m budget-conscious but I like to be on trend, so I go for fast-fashion.

说实话，H&M。我预算有限，但喜欢赶潮流，所以我选择快时尚。

That’s how they made their name, right? By making chic fashion for the masses?

他们就是这样打响名号的，对吧？通过为大众制作时尚服饰?

Yes! It only takes 2 weeks for their designs to go from the catwalk to the showroom floor.

是的！他们只需要两周就能把设计从T台推向展示厅。

Wow! That’s impressive, but it makes me wonder about the sustainability of it all.

Wow! 这也太厉害了，但是这也让我怀疑这种做法的可持续性。

Yes. H&M isn’t best known for their quality. But they do incentivize customers to recycle their old clothes.

是的。H&M并不以质量而闻名。但是他们会激励顾客回收他们的旧衣服。

You mean I can exchange my old H&M clothes for new ones?

你的意思是我可以把我旧的H&M衣服换成新的?

Not quite. But you can get a discount for your old stuff. They’re aiming to be 100% circular by 2030.

不完全是。但是你凭旧衣服可以获得折扣。他们的目标是到2030年实现100%的循环。

Nice! It’s about time someone paved the way. Where is H&M from?

太棒了！是时候有人为此创造条件了。H&M是哪里的品牌呀？

Sweden. It started as a small store there in 1947, but it’s now the second-largest clothing retailer in the world.

瑞典。在1947年创立的时候还只是一个小商店，但现在是世界第二大服装零售商了。

Wow! I didn’t know it’s been around for such a long time. Who says fashion doesn’t last?

Wow! 我都不知道它已经存在了这么久。谁说时尚不会长久的?

 Grammar | 语法点 

Pave the way

“To pave the way” (or “to pay the road”) is an idiom that means to create a situation in which it is possible or easier for something to happen. This idea comes the phrase’s literal meaning which is to make a road, or to make a path smoother and easier to travel. 

“To pave the way”或“to pay the road”是个习语，意为创造一种情境，让某事成为可能或者实现。这个表达源于该短语的字面意思，意为铺路或者让道路更平坦，更有利于通行。

For example:

1：H&M is looking to pave the way to a greener fast-fashion.

H&M有意为更环保的快时尚铺平道路。

2：Tesla is paving the way for electric vehicles.

特斯拉正在为电动汽车铺平道路。

 BackGround Music：Dreams 

 Artists：Joakim karud