Forever 21申請(qǐng)破產(chǎn)

When Forever 21 filed for bankruptcy in September, the fast fashion chain described its history in documents that read, at times, like a pitch for a memoir or a Netflix special.

Forever 21在9月提交破產(chǎn)申請(qǐng)時(shí)，這家快時(shí)尚連鎖企業(yè)在文件中描述了自己的歷史，讀起來(lái)有時(shí)像是為一本回憶錄或網(wǎng)飛(Netflix)的特別節(jié)目做宣傳。

Photos of the company’s husband and wife founders, Do Won and Jin Sook Chang, and their two daughters appeared under headings like “Forever Striving: A Story of Grit, Determination, and Passion.” The filing emphasized the improbable success of the Changs, who immigrated to the United States from South Korea in 1981 and built a multibillion-dollar business from scratch.

公司創(chuàng)始人張東文和妻子張金淑夫婦，以及他們兩個(gè)女兒的照片出現(xiàn)在類似《永遠(yuǎn)在奮斗：一個(gè)關(guān)于勇氣、決心和激情的故事》(Forever Striving: A Story of Grit, Determination, and Passion)這樣的標(biāo)題下。申請(qǐng)文件強(qiáng)調(diào)了張氏家族所取得的不可思議的成功，他們于1981年從韓國(guó)移民到美國(guó)，白手起家建立了一家價(jià)值數(shù)十億美元的企業(yè)。

There were references to the daughters’ undergraduate degrees from “Ivy League universities” — both are top executives at the company — and summer breaks spent at Forever 21 stores.

文件提到他們的兩個(gè)女兒在“常春藤高校”獲得本科學(xué)位——她們都是公司的高管——暑假都在Forever 21店鋪度過(guò)。

At its peak, the retailer brought in more than $4 billion in annual sales and employed more than 43,000 people worldwide in hundreds of stores. Now it is leaving 40 countries and closing up to 199, or more than 30%, of its stores in the United States as part of its bankruptcy, and former employees and industry experts are pointing to the Changs’ insular management style as a significant reason for the collapse. They cite disastrous real estate deals and the chain’s bungled merchandising strategy in recent years.

在鼎盛時(shí)期，這家零售商的年銷售額超過(guò)40億美元，在全球數(shù)百家門店雇傭逾4.3萬(wàn)名員工。如今，作為破產(chǎn)的一部分，它將退出40個(gè)國(guó)家，關(guān)閉在美國(guó)的199家門店，占總數(shù)的30%以上;前雇員和行業(yè)專家指出，張氏家族的封閉管理風(fēng)格是其破產(chǎn)的一個(gè)重要原因。他們列舉了近年來(lái)災(zāi)難性的房地產(chǎn)交易和該連鎖企業(yè)搞砸的營(yíng)銷策略。

“On the founder side, this hubris thing is pretty common, but it’s particularly deadly if you’ve been successful for a long time,” said Erik Gordon, a management expert at the University of Michigan Ross School of Business. “They didn’t have a board of directors to give them a reality check, they didn’t have equity analysts to give them a reality check.”

“對(duì)于創(chuàng)始人來(lái)說(shuō)，這種傲慢很常見(jiàn)，但如果你已經(jīng)成功了很長(zhǎng)時(shí)間，這種傲慢就尤其致命，”密歇根大學(xué)羅斯商學(xué)院(University of Michigan Ross School of Business)的管理學(xué)專家埃里克·戈登(Erik Gordon)說(shuō)。“他們沒(méi)有董事會(huì)給他們進(jìn)行實(shí)情核查，他們沒(méi)有股票分析師給他們進(jìn)行實(shí)情核查。”

He added: “You can live in your self-created bubble for a lot longer, but then the bubble pops.”

他補(bǔ)充道：“你可以在自己創(chuàng)造的泡沫中生活更長(zhǎng)的時(shí)間，但之后泡沫會(huì)破滅。”