Uniqlo generates only 4% of its global sales in Europe. And Fast Retailing has had a bitter experience in the region. It opened its first overseas store in the U.K. back in 2001 riding a boom for fleece clothing and quickly increased the U.K. store count to over 20, only to shutter 16 locations in 2003 due to continued losses.
优衣库在欧洲的销量只占其全球销量的4%。迅销公司在欧洲曾有过一次痛苦的经历，2001年在英国开设了第一家海外分店，羊绒服装的销量激增，很快在英国开设到20多家分店，但2003年由于持续亏损就关闭了16家。
“We were arrogant and took the challenge lightly,” Yanai said in retrospect.
Yanai回忆时说：“我们当时过于自负，轻易地就接受了挑战。”
Fast Retailing has since cultivated its European presence steadily, making its debut in Germany in 2014. But the store count in Europe was a mere 75 at the end of July.
从那以后迅销公司在欧洲稳步发展，2014年在德国首次亮相，但截止七月底欧洲分店只有75家。
Three quarters of the 2,057 Uniqlo stores are in Japan and China. And 186 are in South Korea.
2,057家优衣库专卖店中3/4都正在日本和中国，还有186家在韩国。
Given the similar body types and climates in the neighboring markets, it is more efficient for Fast Retailing to put in resources there than in Europe.
邻国市场人们的身材和气候和日本相似，所以迅销公司在邻国要比在欧洲更容易施展拳脚。
But establishing a solid presence in Europe, the fashion capital of the world, is a vital step for Fast Retailing to enter a new stage of growth.
但在世界时尚之都欧洲站稳脚跟才是迅销公司想要迈入新的发展阶段的重要一步。
Fast Retailing is confident of its offerings, including the quick dry and heat retention features. But the challenge is to have people in Europe exposed to Uniqlo clothes so they can pick up and feel the clothes in person.
迅销公司对自己的产品非常自信，包括其速干和保暖的特点，但其面临的挑战是要让欧洲人接触到优衣库的衣服，他们才能亲自去挑选并亲身感受到服装质量。
The business landscape presents an opportunity for Fast Retailing to make it big in Europe. Although Inditex has performed well, H&M’s sales have declined as consumers increasingly feel that the design and quality do not measure up to the price.
商业大环境为迅销公司提供了在欧洲发展壮大的机会。虽然Inditex公司销售仍然很好，但H&M销量有所下滑，消费者越来越感觉从设计和质量来看，该品牌的衣服并非物有所值。
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