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  3. After taking a brief hiatus to weather the recession, an invasion of Britain

After taking a brief hiatus to weather the recession, an invasion of Britain

游客2023-12-10  60
问题     After taking a brief hiatus to weather the recession, an invasion of Britain by some of America’s best-known retail brands—including Best Buy, Banana Republic and Forever 21—is back on the march. And early reports from the front line in the land of shopkeepers indicate that, unlike with earlier attempts by U.S. retailers to break Britain, British consumers are welcoming the invaders with open arms—and wallets.
    That’s not always been the case. While the British public has long had an appetite for American fastfood vendors, the record of U.S. retailers who have tried to make it big in Britain is mixed. But the latest arrivals enter the market as already established brands with built-in consumer awareness, thanks to the dominance of U.S. culture in media and online. And they satisfy British shoppers’ desire for "something new," says analyst Natalie Berg, of London-based consultants Planet Retail. "They all bring a cult aspect" to the U.K. high street.
    Best Buy—America’s largest consumer-electronics chain—kicked off the latest rush into the British market in May, when it opened its first-ever U.K. store. The 4,650-sq-m big-box outlet in the London suburb of Thurrock is the first of eight to 10 stores Best Buy expects to open in the country this year. And it has proved an impressive beachhead: in terms of sales volume, that first weekend was the chain’s biggest opening weekend in its 27-year history. For some U.S. stores, this will be their first foray into the U.K. Following in Best Buy’s footsteps is California-based Forever 21, which specializes in cheap, trendy clothes for young women and will open its first U.K. branch in Birmingham, northern England, in November. But for others, now is the time to expand on past success. Hollister, which is owned by Abercrombie&Fitch (A&F), has proved extremely popular in Britain since it launched its first surf-shack-chic store in London in 2008. Hollister rode the recession like it was the perfect wave. Despite the economic downturn, it opened 11 more stores across the U.K. over the past two years. As a result, A&F reports that average sales volume for Hollister’s British stores is six times the level of its U.S. stores. What’s the attraction? Britain boasts an overall retail market worth around $415 billion—a tempting target. The U.K. is also a good launchpad for further expansions into continental Europe. Moreover, thanks to growing online sales, U.S. retailers no longer have to blanket Blighty with shops to achieve full market penetration. They can open a few flagship stores in key cities, and back them up with a strong Web presence, which in turn reduces overheads and risk.
    The Internet also provides a strong prelaunch marketing tool: Best Buy set up a U.K. website back in January that featured blogs, forums and advice, and used social-networking sites such as Facebook and Twitter to build anticipation for the Thurrock launch. And there’s a new, postdownturn draw too: cheaper rents. U.K. retail rents have historically been sky high, particularly in London. Now many landlords—hit by a raft of vacancies—are willing to bargain.
    While the invasion is off to strong start, U.S. retailers shouldn’t consider Britain a sure thing. U.K. retailing is a highly mature market that’s brutally competitive, particularly now as retailers battle to entice credit-crunched shoppers back into shops. "It’s probably not a great time to enter the British market," says Sarah Peters, an analyst at British retailing consultants Verdict Research, "But I’m not sure if there is ever a good time." Indeed, Britain’s retailing landscape is littered with the bones of successful U.S. retailers who stumbled badly when they crossed the Atlantic.
    If this latest flock of U.S. retailers does well in the U.K., it will likely be because they offer British shoppers something completely different. For example, Best Buy has an edge. Not only are its big-box stores a novelty in Britain, but so is the brand’s emphasis on customer service. Its Geek Squad unit gives customers rpund-the-clock technical support, and shoppers can use its in-store setup service to configure gadgets before taking them home. "Consumer-electronics stores in the U.K. traditionally have not had good reputations for customer service," says Matthew Piner, another Verdict Research analyst. "And no one has really challenged them before." [br] According to the reports, the U.S. retailers won the popularity among British consumers because
选项 A、The Englishmen are fond of eating American snacks.
B、Their products can attract the consumers with novelty.
C、The American culture has penetrated in the media of Britain.
D、The Englishmen have their own brand awareness.
答案 B
解析 根据第2段最后一句话可知，英国的消费者欢迎美国零售商是因为这些品牌满足了英国购物者“求新”的愿望，给英国繁华的商业大街带来了追捧的偶像。所以答案B正确。
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