奥拉.基利为何破产
Her floral designs were so popular they became a staple of middle-class homes on mugs, plates, bags, umbrellas and even birdhouses.
她的花卉图案设计是如此受欢迎，以至于它们成为了中产阶级家庭的主要物品装饰，包括马克杯、盘子、包、伞，甚至连鸟舍都有。
But yesterday staff were in tears as Orla Kiely’s fashion business went into administration.
但昨天，当奥拉·基利(Orla Kiely)的时尚公司收归政府时，员工们流下了眼泪。
The Irish print designer founded the brand with her husband, Dermott Rowan, in 1995.
这位爱尔兰的印前设计师于1995年与丈夫德莫特.罗万一起创建了这一品牌。
Its 70s-style patterns have long been a favourite and its designs worn by the Duchess of Cambridge, Alexa Chung and Sarah Jessica Parker.
它的70年代风格的图案一直深受喜爱，剑桥公爵夫人，艾里珊·钟和莎拉·杰西卡·帕克都穿过它的设计。
The company said its directors had “concluded that the business should enter voluntary liquidation following various challenges that have faced the company over the past few years, both in the UK and abroad.”
该公司表示，其董事们总结道，“在过去几年里，无论是在英国还是在海外，该公司都面临着各种各样的挑战，因此应自愿进行清算。”
Workers at its headquarters said they were escorted from the building moments after Kiely, 55, told them they were being made redundant.
总部的工人们说，在55岁的基利告诉他们被裁员后不久，他们就被送出了大楼。
“Around lunchtime we were all called together where the CEO told us we were all out of a job,” a source said.
“大概午餐的时间我们被集合在一起，CEO告诉大家我们都失业了，”有人透露。
“We’re paid on the 27th of each month and we were told the company can’t pay us for the past three weeks and we’d have to try and file for redundancy. ”
“我们每月27号发薪水，当时他们通知我们公司不能给我们发过去三周的薪水了，我们必须设法裁掉冗员。”
“Some people just burst straight into tears . . . None of us saw this coming. They must have known. We feel we’ve been done over.”
“有人立马哭了出来...没人预见到会这样。他们肯定早就知道了。我们感觉我们完了。”
Industry insiders said the company, which once turned over £8 million, had not protected the quality of its brand and had become “a bit downmarket”.
业内人士表示,该公司曾经狂赚了800万英镑,但因为没有保护好自己的品牌质量,已经变得“有点质廉价低”。
One said: “It was quite an exclusive, high-end, aspirational brand.”
有人说道：“它曾经是专属的，高端的，让人梦寐以求的品牌。”
“But then it was everywhere, in supermarkets, on kids’ lunch boxes . . . this completely diluted the quality.”
“但后来就烂大街了，在超市，在儿童午餐盒上都有...完全影响了其质量。”
On its website, the company said: “Thank you for embracing our brand and designs throughout the years.”
在其网站上，该公司称：“谢谢你一直以来对我们品牌和设计的厚爱。”
The fact that everyone you know has an Orla Kiely umbrella, notebook or tea caddy was once cause for celebration, but yesterday that very fact pointed to the problem at the heart of the brand (Harriet Walker writes).
曾经你认识的每个人都拥有一把奥拉.基利的雨伞，笔记本或者茶叶罐，这样的事实曾经是他们庆祝的，不过昨天，这同样的事实却直指该品牌问题的核心（哈里特.沃克尔写道）。
Why pay £400 for the signature stem print on a dress or a cashmere jumper when you could have it on a toiletry bag for a tenth of the price?
当你可以用十分之一的价格就在纸巾包上买到它的时候，谁还会愿意付400英镑的价格来买一条裙子或者开司米毛衣上的标志性茎干图案呢？
Kiely was too democratic for luxury shoppers but too dear for the high street.
对于奢侈品购买者们来说基利过于大众化而对于大街上的人群来说又太过昂贵了。
Ubiquity in fashion works best when it subsidises a line out of reach for most people.
时尚行业的普遍规则是要划出一条大部分人们够不到的线来。
The Duchess of Cambridge and Alexa Chung wore Kiely’s clothes, but the balance had tipped too far the other way.
剑桥公爵夫人和艾里克丝·钟都穿过基利的衣服，但事情的天平已经向另一边倾斜得太远了。
Pierre Cardin put his name to alarm clocks, Yves Saint Laurent to cigarettes.
皮尔.卡丹把他的名字用在了闹钟上，而伊芙.圣罗兰放在了香烟上。
Since those days, however, many brands have bought back franchises to prevent precisely the sort of diffusion that has sunk Orla Kiely.
然而，在那之后，许多品牌都买回了自己的特许经营权，以防止奥拉·基利(Orla Kiely)所遭受的那种流泛。
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