In the United States, some once-loved stores are trying to understand decreasing sales.

在美国，一些曾经备受喜爱的商店正试图理解销售额下降的原因。

Jewelry store Tiffany & Co. is an example.

Tiffany & Co.（蒂芙尼）就是个例子。

Clothing store the Gap, and motorcycle store Harley Davidson are others.

服装店Gap（盖璞）和摩托车店Harley Davidson（哈雷戴维森）也在其中。

These three are more than shopping places – they are brands, public images strongly linked with an object or person.

这三个地方不仅仅是购物场所——它们是品牌，是与某物或某个人紧密相连的公众形象。

But today's younger Americans in their 20s and 30s are not as interested in buying things from these brands as their parents were.

但如今二三十岁的美国年轻人不像他们的父母那样对购买这些品牌的东西感兴趣。

Instead, a store like Target has gained the attention and money of many so-called Millennials,

相反，像Target（塔吉特）这样的商店吸引了许多所谓的千禧一代的注意力和金钱。

people who became adults in the 21st century.

千禧一代是在21世纪成为成年人的人。

Target has been around for more than 50 years.

Target已经有50多年的历史了。

Today, it is the 8th largest seller in the country.

目前，它是全国第八大销售商。

One reason is because it has changed its stores for a new generation of shoppers.

原因之一是它为了迎合新一代消费者对商店做出了改变。

For example, it started offering more natural foods and designer clothing.

例如，它开始提供更多的天然食品和设计师服装。

It also created a showroom for the latest kinds of things for the home.

它还为最新的家居用品创建了一个陈列室。

Target's success shows that the in-store experience remains important.

Target的成功表明，店内体验仍然很重要。

While many Americans are shopping online, just 11 percent of retail sales are done on the internet.

虽然许多美国人在网上购物，但只有11%的零售额是在网上完成的。

That means 89 percent of buying is done in the traditional way: walking into a store,

这意味着89%的购物是通过传统方式完成的：走进商店，

reports the United States Department of Commerce.

美国商务部报告。

"Target was really stuck… and, all the sudden, was able to again drive growth with millennials," says Jason Dorsey.

“Target曾经确实陷入了困境……不过，突然之间，它能够因为千禧一代，销售额再次增长，”詹森•多尔西表示。

He is president and millennial expert at the Center for Generational Kinetics.

他是代际动力学中心的主席和千禧一代专家。

Target noticed that millennials shop differently from their parents.

Target注意到，千禧一代的购物方式与他们的父母不同。

Since they are the country's largest living generation, they are important for retailers.

由于他们是美国人口最多的一代，他们对零售商很重要。

They want new things, not the old brands they grew up knowing.

他们想要新东西，而不是从小熟悉的老品牌。

They also want adventure and experiences.

他们也想要冒险和体验。

Finally, they are very concerned with brands that feel authentic.

最后，他们非常关注那些感觉正宗的品牌。

Dorsey said, "What millennials tell us is that an authentic brand…has a personality.

多尔西说:“千禧一代告诉我们的是，一个真正的品牌……是有个性的。

The brand itself has …values."

品牌本身是有…价值的。”

He added that millennials also value convenience.

他补充说，千禧一代也看重便利。

Millennials are expected to be big spenders over the next ten years.

在未来的十年里，千禧一代将会成为消费大户。

In that time, they will begin to buy things for new homes and start having children.

在那个时候，他们将开始为新家买东西，开始生养孩子。

Brands that fail to appeal to these important young shoppers can quickly find themselves in trouble.

那些不能吸引这些重要的年轻消费者的品牌很快就会陷入困境。

Millennials will not buy old brands "that they think don't really understand or get them," Dorsey says.

多尔西说，千禧一代不会购买“他们认为并不真正理解他们的”老品牌。

He says retailers that sell items that seem to be special are likely to do well.

他说，那些销售看起来特别商品的零售商可能会做得很好。

In contrast, millennials have not shown much interest in the costly jewelry sold by Tiffany.

相反，千禧一代对蒂芙尼出售的昂贵珠宝并不感兴趣。

The 200-year-old brand is now being sold to a French company.

这个有200年历史的品牌现在正被卖给一家法国公司。

At Harley Davidson, sales of motorcycles have been decreasing since 2014.

自2014年以来，Harley Davidson的摩托车销量一直在下降。

The brand once represented freedom and the possibilities of the open road.

这个品牌曾经代表着自由和开放道路的可能性。

Now, young people want to use ride-sharing companies to move around.

现在，年轻人出行，都想要利用共享的交通工具 。

And most young people today do not shop at the Gap,

如今大多数年轻人都不在Gap购物，

whose clothes were once so common they looked like a uniform for Americans in their 20s.

这个品牌的衣服曾经很普通，看起来就像20多岁的美国人的制服。

"You know millennials are the most photographed generation of adults in history," Dorsey said.

多尔西说：“你知道千禧一代是历史上最爱拍照的一代成年人。”

In those photographs, they want to send a message, Dorsey explained.

多尔西解释说，在这些照片中，他们想要传达一个信息。

They want to show that they buy from stores that treat people well, and are good for the environment.

他们想要表明，他们购买商店的商品不仅要得体，还要环保。

I'm Jonathan Evans.

乔纳森·埃文斯为您播报。