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An haute couture dress can cost more
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[ æn haʌt ku:'tʋr dres kæn kɔst mɔ: ]
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than $100,000.
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Not surprisingly, there are no more
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[ nɔt sə'praiziŋli ðɛə ɑ: nəu mɔ: ]
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than 2,000 haute couture customers in the world.
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The commercial point is that haute couture
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[ ðe kə'mə:ʃəl pɔint iz ðæt haʌt ku:'tʋr ]
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is the fashion house's loss leader.
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It creates the image
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[ it kri:'eits ðe 'imiʤ ]
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of the brand.
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Fashion shows may be expensive, but the publicity they generate works out cheaper and more effective
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than spending $80,000 a page on advertisements in the glossy fashion magazines.
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A 20-minute show, which could cost up to $500,000, generates as much publicity
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as $7 m of advertising in American fashion magazines.
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Most people could never wear the clothes,
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[ məust pi:pl kud 'nevə wɛə ðe kləuðz ]
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but the idea is to create a buzz.
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The true capital of fashion - Paris is home to the most famous brands,
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and it has the biggest number of talented designers.
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France's fashion and luxury-goods industry represents
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[ franse'z fæʃn ənd 'lʌkʃəri-gudz 'indəstri ,repri'zents ]
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some 2,000 firms, 200,000 jobs and 5% of total industrial production.
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With advertising, graphic design and media,
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[ wið 'ædvər‚taɪzɪŋ 'græfik di'zain ənd 'mediə ]
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it all adds up to real economic weight.
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Perhaps New York, with its huge domestic market and new creative talent,
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will become fashion's centre in the future.
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But for now, the challenge for everyone is to sell:
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[ bʌt fɔ: nau ðe 'ʧælinʤ fɔ: 'evriwʌn iz tu: sel ]
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after all, fashion is a business.
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