A Decade of Wooing Wins a Harlem Store for Target
十年的追求，让Target在哈林区设立了第一家店。
Woo:追求。

Target’s first Manhattan store opened late last month in Harlem with great fanfare. The chain’s mascot, a miniature bull terrier, rang the opening bell at the New York Stock Exchange. Miss New York, Doug E. Fresh and Jerry Seinfeld attended a pre-party. Crowds lined up outside the store, the largest single investment the company has made in any of its retail properties.

Target的第一个曼哈顿的商店上个月底在哈莱姆大张旗鼓地开门。这家连锁店的吉祥物，一个小型牛犬，敲响在纽约证券交易所开盘钟。纽约小姐，道格和杰里出席了一个开盘前的聚会。人群在商店门口排起了长队，这是这家公司的最大单项零售资产投资。

Fanfare: 大张旗鼓。a showy outward display.
Mascot:吉祥物。

Bull terrier：杂交犬。

The opening, like most corporate debuts, left little to chance. But in this case, the preparations were extreme: nearly 10 years of calculated philanthropy and schmoozing across Harlem, an effort that Minneapolis-based Target has characterized as smart community relations but critics suggested was akin to bribery.

它的开业，和大多数工商业首次亮相一样，差别不大。但是这家店的准备工作好极端：在哈林区间的慈善事业和游说做了近十年，这一种努力，这家从明尼波里来的公司自称为智能社区关系，但是批评家的说法是行贿。

debut：亮相
philanthropy：慈善事业
schmooze：乱谈
characterize：归类
akin：类似
bribery：行贿

Long before the ribbon-cutting, Target had wooed notable Harlem residents with dinner parties, struck deals to carry exclusive gear designed by neighborhood luminaries, and sponsored prominent charitable projects and events, including the refurbishing of a school library and the sprucing up of a rundown lot near the store on 117th Street.

远在剪彩之前，Target 用晚餐活动、按社区灯饰设计花大钱购买独家装备、赞助突出的慈善项目和事件；包括重修一个学校图书馆和整修117街上店面附近的一个废弃荒地。

ribbon-cutting：剪彩
notable：出名的
struck：打击
exclusive：独家
luminaries：灯饰
prominent：突出的
charitable：慈善的
sprucing up：修整
lot：地块

The goal was to avoid the pitfalls of Wal-Mart and other big-box retailers, which have run into stiff community opposition as they expand into big cities, considered the last frontier for growth for many of the largely suburban chains. Lately, Wal-Mart has also seen the value of community outreach: it announced a $20 million donation to Chicago-area charities three days before a critical vote this summer that cleared the way for a store on Chicago’s South Side.

考虑到这是那些效区连锁店的最后发展战线，这样做的目的是避免象Wal-Mrt和其他大型零售商的镜遇，这些大型零售商在扩展到大城市时遇到强硬的社区反对。Wal-Mart已经意识到社区拓展的重要价值：今年夏天，在一个重在投票前三天，它宣布了一个2千万美元的捐款给芝加哥地区的慈善机构，这一举动为它在芝加哥南部的商店打开了出路。

pitfall：陷阱
outreach：外展

Eric Dezenhall, a public relations consultant, said that while community work like Target’s in Harlem was a relatively safe bet, its long-term impact was not guaranteed. He pointed to the mixed success of other major outreach efforts by big corporations.

艾瑞克，公关顾问，说类似Target在哈林区的社区工作是一个相对有效的赌注，但它的长期效果并没有保证。他点出其他大公司在主要社区拓展方面的功效。

In March 2000, for instance, Microsoft announced a $50 million donation to the United Negro College Fund, but still was sued for discrimination that June by an African-American former employee, a suit that was subsequently amended to include other plaintiffs in a $5 billion claim against the company. (The suit was later dismissed.) In the case of McDonald’s, by contrast, its presence in minority neighborhoods in Los Angeles helped ensure that the restaurants were not singled out during the 1992 riots after the Rodney King verdict, Mr. Dezenhall said. “As for Target and Wal-Mart,” he said in an e-mail, “their efforts fall somewhere between ‘it couldn’t hurt’ and ‘it might actually help, we’re just not sure how.’ ”

在2000年3月，举个例子，微软宣布了一个5千万美元的损款给UNCF，但6月份时仍然被一非裔前职员起诉种族歧视，这个诉讼随即追加了其他原告，要求赔偿总额达5亿美元。（这个诉讼后来被取消。）艾瑞克说：在McDonald的案例中，相反地，在路德金判决后的洛杉矶1992暴乱中，它代表了洛杉矶社区的少数派，这帮助了他们的餐馆不在暴动中被挑出来处理。

“至于Target 和Wal-Mart的做法，他们的效果介于：“它不至于有害”和“它可能还是有帮助的，我们只是不能确定是怎样的，但它可能还是有帮助的。””艾瑞克在一封电子邮件中表示。

Riot：暴乱

vertict：判决

Either way, Target’s plans for the Harlem store are ambitious — and the company decided long ago it would go to great lengths to ensure its success. Target expects the store to have sales of more than $90 million in its first year, compared with $25 million for an average suburban store’s first year, said John D. Griffith, executive vice president for property development. Eventually, the company expects the Harlem store to be among its five top performers.

无论如何，Trget的哈林店计划是充满野心的，公司早就计划好并会尽巨大的努力保证它的成功。相对于郊区店第一年平均销售额2.5千万，Target指望这个店的第一年销售是超过9千万，它的主管资产发展的副总载格利夫表示。最终，公司希望哈林店成为它的前五大旺店之一。

Target declined to provide a price tag for its near decade of community work in Harlem; companywide, it donated more than $187 million to communities in 2009.
But the contributions have not silenced some critics.

 

Target推辞为它在哈林区的近十年社区工作提供价格标签；2009年而言，公司捐出总数超过1.87亿美元给社区，但是，这种贡献并没有让批评者都沉默下来。

 

“All these big-box stores who come in try to bribe the community, and they end up spending pennies, for them, which has a big impact for a community,” said Stuart Appelbaum, president of the Retail, Wholesale and Department Store Union, which represents workers at stores and factories but not any Target employees. “But it’s a disproportionate price that the community ends up paying.”
Mr. Appelbaum and similar union groups say that the chain stores knock out mom-and-pop businesses and that their wages and health care practices are unfair to workers. Target officials declined to comment on wages, but said they were competitive.

“所有的这些大型店，他们进来会向社区行贿，他们事后会停止提供分文，这些店，会对社区造成巨大的冲击。”施都瓦，零售批发杂货店联盟主席，代表店面和工厂的工人，不包括Target员工，“这是社区不会支付的不平衡的代价。”施都瓦和类似团体表示这些连锁店将使家庭型小商业关门，而他们的工薪福利做法对工人是不公平的。Target官方拒绝对工薪进行评论，但表示那些小商业都有竞争力的。

Disproportionalte：不对称的

“They’re hurting the community,” Mr. Appelbaum said. “They’re bringing down standards, they’re lowering wages, they’re institutionalizing poverty — why is that good?”
In general, though, Mr. Appelbaum said that his group focused its organizing efforts and protests more on Wal-Mart, simply because it was bigger. For instance, his group expects Wal-Mart to try to open its first New York store at the Gateway II mall in Brooklyn, and, along with politicians and community groups, is already mobilizing to oppose that. (Wal-Mart said that it continued to evaluate spaces.)
“他们在伤害社区，”施德瓦说，“他们带来低标准，他们降低薪水收入，他们让贫困制度化。——这为什么会是好事？”总而言之，施德瓦说他的机构，更多是集中力量针对Wal-Mart进行结构性的努力和抗议，简单地说，因为他们更大。例如，他的机构预测到Wal-Mart将开设他们的第一家纽约店在布鲁伦的Gateway II 购物中心，与政治家和社区团体一起，他们已经动员起来去反对它。（Wal-Mart表示他们继续在评估各个不同的空地方。）

注意expect：在这里的用法是预见，不是期待，这会引起混淆。

As Wal-Mart and Target try to win over city dwellers, philanthropy is now a standard part of their plans, said Dan Otero, a partner at Launch Collective, a fashion and retail consulting firm.
“Whether they’re effective or not, at least there is change taking place in how big businesses like Target are approaching their consumers,” he said.

一家LC时尚和零售顾问公司的合伙人说：在Wal-Mart和Target在争取城市居民的时候，做慈善事业现在成为标准的计划。“无论他们是否有效果，至少这是一个新现象，象Target这样大企业如何走近他们的消费者。”

 

Target began laying the groundwork for the Harlem store in the early 2000s, and as the opening day drew closer, it stepped up its efforts.

Target在21世纪早期开始为哈林店做基础工作，随着开业时间的接近，它加紧了它的努力。

It financed a refurbishment of the library at P.S. 155 on East 117th Street in 2008, repainting and relighting the library and donating books, furniture and equipment.
It donated money to design and redevelop a rundown lot on East 117th Street that is now known as the Target East Harlem Community Garden.

在2008年，它花钱翻新了155小的学图书馆，重新油漆和装灯，捐赠图书、家具和设备。

它捐款去设计和重新开发在东117街一块荒地，现在命名为Target东哈林社区花园。

In 2008, it began sponsoring free admission at the Studio Museum in Harlem on Sundays, and free admission every third Saturday to El Museo del Barrio.

在2008年，它开始赞助星期天免费进入哈林的图画博物馆，以及每月第三个星期六的免费票去El Museo del Barrio博物馆。

“As they were planning the Harlem store, they made a big and very admirable effort to get to know the community on all levels,” said Thelma Golden, director of the studio museum.
Target also courted notable local residents and community leaders.

图画博物馆主管高顿说：“当Target计划开办哈林店的时候，他们做到了一个巨大的、令人赞赏的努力，从各个层次去了解社区。”Target 也讨好社区名人和社区领袖。

Target approached the designer-illustrator couple Isabel and Ruben Toledo, the chef Marcus Samuelsson and the designer Stephen Burrows to create limited-edition merchandise for the company. Five percent of sales of those items go to Harlem-area charities. So, for every $9.99 Marcus Samuelsson apron, about 50 cents goes to the Fund for Public Schools.
Target 接近了设计师-展示家夫妻依沙和罗宾，厨师马可，设计家史提文去给公司创造限量版商品。其中5%销售额送给哈林区的慈善机构。以此类推，9.99元的马可围裙，约50分会进公共学校的基金。

This winter and spring, Target threw dinners for Harlem V.I.P.’s at local restaurants and event spaces, asking the honorees to pick the place and help edit the guest list. Along with Mr. Samuelsson, Ms. Golden and the Toledos, honorees included Bevy Smith, a socialite and noted hostess; Bethann Hardison, an editor at large for Vogue Italia; and Albert Maysles, a documentary filmmaker.
Target was doing what “all good neighbors, I think, do, to ensure that you’re breaking bread and sitting down to have a conversation with your neighbors,” said Laysha Ward, president of community relations for Target.

这个冬天和春天，Target向哈林的VIP扔出了当地餐馆的晚餐和事件中的位置，要求受邀者去选地方和编辑客人名单。包括上述名人，受邀者还包括贝维，一个社会名流和著名的女主持；贝宣，自由的意大利时尚杂志编辑；阿尔伯，纪录片制片人。Target做着的事是：“所有的好邻居，你们能够边吃着面包边坐下来和其他邻居聊天。”内纱，Target的公关主席说。

honoree：受奖人

socialite：社会名流

vogue：时尚

at large：这个词有点难，包括了“未被捕”、“代表”、“重大”等意义。

On a recent visit to the store, the clothes from the Harlem designers were featured prominently near the entrance, and other touches were also meant to reflect the neighborhood. There were stacks of Sylvia’s Restaurant brand canned vegetables, a line from the local soul-food institution. A hair care aisle was stocked with products for black hair, and there were rows of Yankees clothing. Another telltale sign that the store was taking its Manhattan location into account: the tiny outdoor-furniture section, for a land with tiny backyards.

近期去过商店，来自哈林设计者的服装商品被突出地放在近入口处，其他随手可及的商品也被当做体现社区策略的工具。成堆的Sylvia的餐馆品牌的罐装蔬菜，关连着当地灵魂食品体系。一个头发护理陈列，充满了针对黑发的产品，还有数列的洋基服装。另一个暗示着商店正把曼哈顿地方算计在内的信号：为一个小后院准备的小型室外家俱。

stack:堆放

telltale:告密者

“We want to be identified with being in this neighborhood,” Mr. Griffith said.
Shoppers who lived in the neighborhood said they were drawn by the convenience and the merchandise.

“我们希望被认可是属于这个社区的”格内非说。生活在这个社区的购物者表示，他们被方便和商品抓走了。

“It’s not so much the prices, it’s the quality,” said Erica Albero, 28. And Cassandra Williams, 56, said that while she usually drove to a Pathmark on 125th Street, she was impressed by the Target groceries. “You know what? The store looks really good,” she said as she turned down an aisle of pots and pans.

“价格不是重要的，重要的是品质。”艾瑞克，28岁。卡桑德拉，56岁，说她通常要开车到125街的Pathmart，她被Target的杂物所吸引。“你说呢，这个商店看起来不错。”当她转到一个锅碗瓢盆的陈列时说。

With plans to open more stores in New York City — next up is Flushing, in October — Target is doing advance charity work in Queens to get the neighborhood there on its side. Since July, it’s been sponsoring free admission to the Queens Museum of Art’s outdoor festivals each Friday, featuring dancing, film and music.
Not to be outdone, Wal-Mart has given $9 million to New York City-based charities in the last three years, despite not having a single store in the city — yet.
计划着开更多的Target商店在纽约市——跟着的下一商店是10月份在法拉盛开业，他们正在提前做慈善工作，争取社区。 从7月开始，他们赞助每周五免费的皇后艺术博物馆室外佳年华，特色的舞蹈，电影和音乐。

不肯示弱，过去3年来，Wal-mart已经花了9百万美元在纽约市的慈善事业，尽管他们连一家商店都还没有在纽约开业。

outdone：胜过