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Last month, Zippo introduced a casual-clothing line, including hoodies, ball caps and jeans, made under license by Joint Base Ltd., Hong Kong. Zippo says the clothes will be available through such retailers as Urban Outfitters Inc. and Glik Co.，s department stores.
上個(gè)月，Zippo推出了一個(gè)休閑服飾系列，產(chǎn)品包括套頭衫、棒球帽和牛仔褲， 在香港Joint Base授權(quán)下生產(chǎn)。Zippo稱，這個(gè)系列的服飾將在Urban Outfitters這類零 售店和Glik旗下的百貨商店售賣。
In January, Zippo unveiled prototypes of the boutiques and kiosks that could display its merchandise in department stores, malls and airports. Along with the planned Kennedy airport store, Zippo is scouting for sites in Paris, London, Tokyo, Beijing and Shanghai. Already, overseas Zippo distributors have opened a few stores in China, South Korea and the Philippines.
1月份，Zippo推出了可以在百貨商店、購物中心和機(jī)場陳列其商品的專賣店及 柜臺(tái)樣板。在規(guī)劃甘乃迪機(jī)場專賣店的同時(shí)，該公司還在巴黎、倫敦、東京、北京和 上海選址。目前Zippo的海外經(jīng)銷商巳經(jīng)在中國、韓國和菲律賓開設(shè)了幾家新店。
Zippo is also diversifying into outdoor products that are more closely related to lighters, including hand warmers and devices for lighting grills, torches and camp fires. Mr, Booth has high hopes for the products but concedes that Zippo hasn’t yet found another “home run” to rival its lighters. So it’s also looking for acquisitions in such areas as camping stoves, grills, flashlights and knives, he says.
Zippo還將業(yè)務(wù)擴(kuò)展至與打火機(jī)關(guān)系比較密切的戶外產(chǎn)品領(lǐng)域，包括暖手寶和 用于烤架、噴燈、篝火的點(diǎn)火裝置。布斯對這些產(chǎn)品寄予很高的期望，但他承認(rèn), Zippo還沒有找到能夠媲美其打火機(jī)的另一樣主打產(chǎn)品。因此，該公司還在尋求野 營爐具、烤架、手電筒和刀具這些領(lǐng)域的收購機(jī)會(huì)。
Some of Zippo’s past diversification has been haphazard. In 1993, it bought W.R. Case Sons Cutlery Co., a maker of pocket knives and other cutlery, largely because Case was then a struggling local company. Zippo says it turned the business around.
Zippo過去所進(jìn)行的一些業(yè)務(wù)多元化活動(dòng)具有偶然性。在1993年，該公司收購 了口袋刀及其他刀具生產(chǎn)商W.R. Case Sons Cutlery，主要原因是當(dāng)時(shí)Case是一家 在困境中掙扎的本地公司。Zippo稱其已經(jīng)使該公司的業(yè)務(wù)好轉(zhuǎn)。
Later, Zippo tangled in court with a small Italian maker of women’s handbags that were using the Zippo name. In 2004, Zippo bought the Italian company for an undisclosed sum, partly to settle the brand dispute. But George Duke, Zippo‘s chairman and a grandson of the founder, says Zippo hasn’t been very successful in expanding the handbag business outside Italy.
后來，Zippo和一家使用Zippo商標(biāo)的小型意大利女士手包生產(chǎn)商因商標(biāo)糾紛而 鬧上法庭。2004年，Zippo以一筆未披露數(shù)目的金額收購了這家意大利公司，部分原 因是為了解決這場商標(biāo)糾紛。但是,Zippo的董事長、公司創(chuàng)始人之孫喬治?杜克稱， Zippo 一直未能在意大利以外的市場成功拓展這項(xiàng)手包業(yè)務(wù)。
“It was an unnatural fit,” he says, partly because Zippo knew little about the fashion business then. But, he says, the Italian unit has given Zippo expertise to help it design more masculine bags, mainly for outdoor uses.
他說，這并不是一次水到渠成、自然合拍的收購，部分原因是當(dāng)時(shí)Zippo對時(shí)尚 業(yè)務(wù)知之甚少。但他表示，這家意大利子公司給Zippo帶來了一些專業(yè)技術(shù)，幫助其 設(shè)計(jì)了主要用于戶外的比較男性化的包具。
Zippo now gets about 60% of its sales outside the U.S. China, its biggest foreign market, accountings for about 10% of sales.
Zippo目前大約有60%的銷售額來自美國以外的市場。中國是其最大的海外市 場，大約貢獻(xiàn)了 10%的銷售額。
Zippo hasn’t given up on lighters. It encourages the market for collectible lighters by churning out scores of new designs each year. Lighters with images of Elvis Presley and the Playboy logo are perennial favorites. Later this year, Zippo plans to set up a website that will make it easierfor people to order customized lighters.
Zippo并沒有放棄打火機(jī)業(yè)務(wù)。該公司通過每年推出大量新設(shè)計(jì)來鼓勵(lì)打火機(jī) 收藏市場的發(fā)展。印有貓王艾維斯.普雷斯利肖像和花花公子標(biāo)識(shí)的打火機(jī)是永恒 的經(jīng)典寵兒。今年晚些時(shí)候,Zippo打算設(shè)立一個(gè)網(wǎng)站，使人們可以更加容易地買到 定制打火機(jī)。
