100 年前，一对父子在美国纽约的罗切斯特正式成立了 Champion KnitWear Co.。正如每一个竞技体育运动员对奥运金牌充满渴望，所有竞技体育的爱好者可能都心怀一个“冠军（Champion）”的梦。因此，Champion 这个品牌从问世就吸引了所有运动爱好者的眼球。近几年来，Champion 已经成为复古风运动潮牌的代表，相信大家对街上随处可见的 Champion 卫衣和 T 恤并不陌生。而今天这篇文章却在“唱反调”，说 Champion 在走下坡路，复古怀旧风不再盛行，到底是怎么回事呢？
# Wells Fargo says ‘retro’ has peaked. Goodbye logo sweatshirt
Retro style — a hot fashion trend that’s boosted nostalgic labels from decades past — may have reached its peak.
复古怀旧风——这种热门的时尚潮流已经成功推广了一批引人怀旧的几十年老品牌——可能已经达到了它的巅峰。
“Looking back over the past several months, we are beginning to view this trend as waning,” Wells Fargo analysts including Ike Boruchow wrote in a note to clients Wednesday. “At a high level, it seems clear that the recent inflection in the apparel space was short lived.”
“回看过去几个月，我们逐渐开始认为这种潮流正在衰退”，包括艾克·博鲁乔在内的富国银行分析师于周三在一份给客户的文档中写到，“从宏观的角度上看，时装界这一最新变化显然相当短暂。”
Wells Fargo singled out Champion, the throwback label owned by parent HanesBrands Inc., as the brand that may be most affected.
富国银行特别指出“冠军”（汉佰公司旗下的一个复古服装品牌）可能会成为受此影响最大的品牌。
The analysts monitored Google searches and saw declines in consumer engagement among various retro brands. They also noted heavy discounting of throwback brands at Urban Outfitters Inc., which they said was a likely effort to clear excess inventory.
分析师观察了谷歌上的搜索记录，发现多个复古品牌的消费者关注度和参与度出现了下滑趋势。他们还注意到“都市服装店”公司对复古品牌的打折力度很大，并认为这很可能表示该公司正试图清理多余库存。
Champion has enjoyed a renaissance in recent years. HanesBrands Chief Executive Officer Gerald Evans Jr. declared it one of its company’s three growth drivers earlier this year, after it posted double-digit gains through the holiday season. Last quarter, Evans said Champion is outpacing its $2 billion sales goal for 2022. Champion searches on Google are still up, Wells Fargo said, but rising at a slower rate than before.
“冠军”在近几年已经迎来了一场复兴。该品牌宣布在上个节日季实现两位数的增长后，汉佰公司总裁小杰拉尔德·埃文斯在今年早些时候表示，该品牌是公司效益增长的三大动力之一。上个季度时，埃文斯则表示，“冠军”（今年）的销售额将有望超过先前设定在 2022 年完成的 20 亿美元的目标。富国银行称，“冠军”在谷歌上的搜索指数仍在上涨，但其增速相比之前已经有所下降。
HanesBrands spokesman Matt Hall said Champion’s business strategy doesn’t rely too heavily on a specific trend and is constantly changing its product offerings based on consumer demand.
汉佰公司发言人马特·霍尔说，“冠军”的商业策略并不会过度依赖某个特定的潮流，而且它也会根据消费者需求不断改良它的产品。
“Champion is much more than a ‘so-called’ retro brand,” he said in an emailed statement. “The casual athleticwear mega-trend is not going away in the United States or anywhere else globally, as consumers continue to demand comfort.”
“‘冠军’远不只是一个‘所谓的’复古品牌”，他在一份邮件声明中说到，“因为消费者仍然追求舒适，休闲运动装的大潮就不会消失，不管是在美国还是在全球任何一个地方。”
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