摘要：We have artisans, carpenters, electricians, lightning people, animatronic people.

Macy's department store in New York started its tradition of unveiling holiday window displays 150 years ago in 1874.

150 年前，纽约梅西百货公司于 1874 年开启了推出节日橱窗展示的传统。

These days the design process is a nearly year-long effort that begins in February or March.

如今，设计需要将近一年，从二月或三月开始。

I hope that people think joy, cheer.

我希望人们会想到快乐、欢呼。

We're representing the emotion of giving during the holidays Animation is part of the Macy's Windows tradition.

我们代表着节日期间给予的情感。动画是梅西百货橱窗传统的一部分。

This year's displays are also interactive.

今年的展示也是互动式的。

There's so many hands involved. Each window is over 300 hours of work. So there's a lot of people.

每个橱窗设计花费 300 小时，需要很多人参与其中。

We have artisans, carpenters, electricians, lightning people, animatronic people.

有工匠、木匠、电工、灯光师、电子动画师。

So there's different types of technologies that we use.

我们使用不同类型的技术。

So there's so many hands involved.

有很多人参与其中。

The window decorating process can be extensive and expensive.

橱窗装饰规模大、价格高。

On New York's Fifth Avenue, the high-end Saks department store offers vibrant window exhibits but it did the traditional light show that used to cover the building's facade.

在纽约第五大道，高端的塞克斯百货提供色彩鲜艳的橱窗展示，但它展示了传统的灯光秀，这些灯光秀过去常常覆盖建筑物的外墙。

I think what you're seeing on Fifth Avenue, some of those investments have been paired back this year but Macy's continues to go big with their windows and I think it's a smart strategy for them.

我认为，正如你在第五大道看到的，今年梅西百货的一些投资已经缩减，但梅西百货仍在大力推广橱窗设计，我认为这对他们来说是一个明智的策略。

In an increasingly digital world, New York retailers have good reason to keep using this old-fashioned visual marketing tool, says Tulin Erdem of New York University.

纽约大学的图林·埃尔德姆（Tulin Erdem）说，在日益数字化的世界中，纽约零售商有充分的理由继续使用这种传统的视觉营销工具。

People connect to traditions and then the well-known department stores need to be part of that tradition to be part of that community.

人们与传统息息相关，因此知名百货公司需要成为传统的一部分，才能成为社区的一部分。

Not only do these displays draw shoppers to a store's physical location, but they also allow retailers to draw a sentimental relationship with consumers, Kuson says.

Kuson 表示，这些橱窗展示不仅能吸引购物者到实体商店，还能让零售商与消费者建立情感联系。

There's a percentage of those shoppers who will come in and spend additional dollars that they may not have spent otherwise.

这些购物者中有一部分会进店消费，他们原本可能不会花这笔钱。

But it also is an opportunity for you as a brand to tap into that holiday sentiment and build perhaps a more emotional relationship with a shopper than you would have just with a sign on your door.

但对于一个品牌来说，这也是一个利用节日情绪并与购物者建立情感关系的机会，而这种关系可能比你仅仅在门上挂个标志更能建立起来。

This kind of merchandising can keep customers interested in a brand, according to Erdem.

据埃尔德姆说，这种营销方式可以让顾客对品牌保持兴趣。

Certain brands who are very well-known become sort of irrelevant.

某些非常知名的品牌与人们脱节。

People know about them but they don't feel connected to them.

人们知道它们，但感觉与它们没有联系。

Getting their attention is creating goodwill for the future even if that person doesn't walk in the store at that moment.

吸引他们的注意力会为未来创造商誉，即使那个人当时没有走进商店。

Macy's says about 10,000 people view its holiday displays each day, enjoying an old-fashioned tradition in a modern world.

梅西百货表示每天约有 10000 人观看其节日展示，在现代世界中欣赏古老的传统。

Dora Macquarie, VOA News, New York.

VOA 新闻，朵拉·麦夸里纽约报道。

来源：英语东