تدريب Shadowing: Why Abercrombie Is Copying Aritzia's Playbook - تعلم التحدث بالإنجليزية عبر الفيديو
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We're in Soho, the heart of New York City's fashion district, where Abercrombie is unveiling a new store concept.
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Let's go inside and check it out.
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Opened in early June, the new 10,000 square foot space is a departure from the heydays of the 2000s,
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when the stores were infamous for loud music and low lighting.
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One of the biggest pain points that customers have is when they're shopping online, they go into a store, but the same merchandise isn't available.
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So what Abercrombie did here is they expanded into a much larger location.
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That allows them to carry a broader assortment so shoppers can go online and actually find the same stuff in the store.
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We heard from our customer they want the in-store experience.
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It showcases the brand's 130-year history as well as what Abercrombie is today and where we want to go into the future.
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The company grew annual sales by over 98% between 2020 and 2024.
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But in the most recent fiscal year, sales dropped.
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And now its stock is down about 30% year-to-date.
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To make sure it can keep growing sales and acquiring new customers, it's expanding into third-party accessories like Sperry and Hunter,
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and of course highlighting its own brand as well.
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In some ways, the company is taking a page out of rival Aritzia's playbook in its decision to add outside brands.
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The Canadian fashion brand has long offered external footwear brands in its stores and online.
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During its most recent fisc
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grew 35% with comps up 27% part of the reason Aritzia successful is because they of stayed top of mind,
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s relevant for that consumer trying to do the same thing continued relevance relevance.
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This is the first time that we're carrying footwear, full sunglasses and handbags, all in a dedicated space in an Abercrombie store.
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So here we have our own branded footwear, but we're also bringing in other brands that are very relevant to our customer and what they're looking for.
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Since partnering with Sperry in April, Abercrombie has since expanded and is now selling shoes from Puma, Fry, Hunter, and GH Bass.
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going to learn a lot from these in terms of what our customer is gravitating towards.
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We've seen other companies do this.
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Urban Outfitters is one where they stand out in the sense that they do have their own brands.
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They're more of a balanced mix of own brand and third-party brands.
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They have Vans, they have Nike, they have Ugg, and I think they realize that particularly for their customer, people look for brands in that category.
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They don't want the private label, they want the brands that they recognize.
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So I think that may be where Abercrombie kind of sees this opportunity to say we have a young female consumer, you have Foot Locker, you have JD, they tend to ski more male,
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where else can they shop for a variety of brands?
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Let's at least offer them the brands that they're shopping all in one place
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because no one else is really doing that outside of a company like Genesco and a little bit Urban Outfitters.
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For now, the only place Abercrombie is offering all of the brands together is at this new store.
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But based on how the release performs, they could could be expanded to more stores and online in the future.
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I think that this is a strategic move on their part to bring in a like-minded customer, a customer who has potential to shop the brand,
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maybe isn't already, and now will be introduced to the brand that way.
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Overall, category expansion will be one of the keys to Abercrombie's next chapter of growth.
تنزيل التطبيق
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تقييم النطق بالذكاء الاصطناعيتقييم كل جملة
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المفرداتابنِ رصيدك من الكلمات
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لماذا يجب ممارسة المحادثة من خلال هذا الفيديو؟
تعد ممارسة المحادثة باللغة الإنجليزية من الأمور الحيوية لتحسين مهاراتك اللغوية. في هذا الفيديو، يُعرض لنا مشهد من قلب منطقة الأزياء في نيويورك، حيث يتم تقديم مفهوم جديد لمتجر Abercrombie. من خلال متابعة المحادثة، يمكنك التعرف على كيفية التواصل في بيئة تجارية وديناميكية. يمكنك استخدام هذه المحادثة كمصدر لممارسة المحادثة الإنجليزية من خلال "shadow speaks" أو تقنية "shadowing"، حيث تقوم بتكرار ما تسمعه لتحسين النطق والثقة.
قواعد اللغة والتعبيرات في السياق
في الفيديو، يتناول المتحدث عدة تعبيرات وقواعد لغوية مهمة يمكن أن تفيدك:
- التعبير عن الزمن: مثل "opened in early June" والذي يوضح الوقت الذي افتُتح فيه المتجر.
- استخدام الأفعال المضارعة: مثل "is unveiling" لتعبر عن شيء يحدث في الوقت الحالي.
- التعبير عن الآراء: مثل "we heard from our customer" مما يُظهر كيفية استخدام التعابير لإيصال وجهات نظر متعددة.
- استخدام الأسماء المركبة: مثل "third party accessories" التي تعبر عن المنتجات الخارجية التي تُضاف إلى العلامة التجارية.
فخاخ النطق الشائعة
عند شاهد الفيديو، قد تواجه بعض الكلمات التي قد تكون صعبة في النطق. على سبيل المثال، كلمة "unveiling" قد تكون معقدة للبعض بسبب تركيبها. كما أن "accessories" تتطلب بعض التركيز على الحروف الساكنة. من المهم الانتباه إلى اللكنة وكيفية نطق الكلمات بشكل صحيح، حيث أن ممارسة "shadow speech" تساعدك في تحسين هذه الجوانب من خلال التكرار.
لا تنسَ أن تتفاعل مع المحتوى وأن تمارس المحادثة من خلال تقنيات مثل "ممارسة المحادثة الإنجليزية"، حيث يمكنك تكرار الجمل بصوت عالٍ، مما يعزز من قدرتك على التحدث بطلاقة. باستخدام هذه الأدوات، ستلاحظ تحسنًا ملحوظًا في مهاراتك اللغوية، مما سيساعدك على أن تصبح أكثر إلمامًا باللغة الإنجليزية.
ما هي تقنية التظليل الصوتي؟
التظليل الصوتي (Shadowing) تقنية تعلم لغة مدعومة علمياً، طُورت أصلاً لتدريب المترجمين الفوريين المحترفين. الطريقة بسيطة لكنها قوية: تستمع لصوت إنجليزي أصلي وتكرره فوراً بصوت عالٍ — كظل يتبع المتحدث بتأخير 1-2 ثانية. تُظهر الأبحاث تحسناً كبيراً في دقة النطق والتنغيم والإيقاع وربط الأصوات والاستماع والطلاقة.