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CAE :: Lesson 25

LOS CURSOS DE INGLES GRATIS PREFERIDOS POR LOS HISPANOHABLANTES

	LECCION 25 - PAGINA 1 índice del curso página siguiente
	Reading

Para que este curso CAE ADVANCED resulte efectivo, cumple estos pasos:

1.	Este curso tiene dos alternativas para escuchar el audio de las lecciones:
2.	Realiza todas las actividades y ejercicios de cada unidad de estudio.
3.	Pulsa este ícono para abrir y consultar las respuestas correctas.
4.	Pulsa el enlace índice del curso – ubicado en la parte superior e inferior de cada página – para pasar a una nueva lección.
5.	Consulta el diccionario Babylon ubicado arriba de la columna derecha.
6.	Lee aquí las instrucciones del curso y conoce aquí sus símbolos.
7.	Lee aquí si no ves las consolas de audio o no escuchas el sonido.
8.	Solicita aquí tu examen final sólo cuando hayas...
a.	... completado las 40 lecciones y el test parcial que componen este curso.
b.	... alcanzado los 90 días como estudiante registrado.

Reading: Part 4/4
Multiple matching exercise.

ACTIVITY 99: You are going to read an article about leisure clothes. Read very carefully and for questions 1-15, choose from the PARAGRAPHS A-E. The paragraphs may be chosen more than once. When one question is repeated, the answers may be given in any order. Then check the correct answers.

PARAGRAPH A When American rap star M.C. Hammer appeared in a video draped in a baggy, high-tech Helly Hansen sailing jacket, he started a trend in nightclub fashion. The singer was more likely to have stepped from a limousine than a racing yacht (Helly Hansens were worn by the crews in the Whitbread Round the World Race) but the nautical origin of the clothes did not deter the fans. Across the US, sales began to soar - but in unlikely urban retail oudets rather than marine sales centres. Suddenly male fashion was all at sea. There's an element of fashion, especially with active role models, like British solo yachtsman Pete Goss,' says Sarah Woodhead, editor of the trade fashion magazine Menswear. 'But this marine-look, high-tech clothing thing has moved from a trend to a staple in the male clothing industry, and that's true right across Europe. It's also bringing in a new, more mature, fashion customer.' PARAGRAPH B Brand names that were once synonymous with yachts and epic voyages are now cropping up in every High Street. Musto, probably the biggest company in the sector, was founded some 30 years ago by Keith Musto, winner of a dinghy silver medal at the 1964 Olympic Games. The first sailing clothes were born out of Musto's frustration with the inadequate clothing then available. Now the company makes clothes worth £40 million a year. 'We wanted to branch out - away from just sailing gear, which is a smaller business than most people think,' explains Musto's son, Nigel, now marketing director. 'We discounted the fashion route as too dangerous commercially for us. Keeping people warm and dry is what we're good at.' Skiing and mountaineering were ruled out as clothes markets, either because they were too well covered by competitors, or were too small for market growth. But clothing for country pursuits was judged ripe for a vigorous commercial attack. That was over a decade ago and Musto gear now dominates the British equestrian market, from riding trousers to fleece zip-up jackets. 'The biggest barrier we faced was that it is an ultra-traditionalist market, where two factors dominated,' says Nigel Musto. 'Firstly, the belief that there was nothing better than the traditional materials simply because they had been used in the family for generations. Secondly, that the older the design of the garment was, the more style points it scored.' PARAGRAPH C The key to penetrating the country clothes market was to be the superior performance of modern fabrics: the fact that they are 'breathable' as well as waterproof. The basic principles of breathable fabrics have been known for two decades, and were first developed by an American company, Gore. Gore-Tex is the best known of the breathables and still the most widely used by most manufacturers. Some companies have come up with their own variants but in each case the basic technology remains the same. The manufacturers rejoice in providing pages of diagrams and acres of text which describe in minute detail exactly how each variation on the basic principle works. 'I think this is a key point in its appeal, actually,' says Sarah Woodhead. 'Customers can buy this stuff the way they would a stereo or a car.' PARAGRAPH D 'If you'd asked me two years ago whether this surge of interest in high-tech clothing was likely, I'd have laughed,' says Helly Hansen's UK managing director, John Leaver. 'But as a society, we've become brand-besotted, so when kids decide that they want a certain look, they have an instinct for the most powerful brand in that area.' Although Leaver stresses that the company does not deliberately design clothing for the fashion conscious, he is clearly delighted with the additional sales arising from his company's strategic crossover into the mainstream marketplace. Predictably, Helly Hansen is now stocked by major department stores in their trendy leisurewear sections. 'It's provided a growth to our business that would never have been possible from a very restricted marine market,' says Leaver. PARAGRAPH E In 1963 Henri Strzelecki founded his company, Henri Lloyd, and the business is now one of the world's top three in the sector. From the outset, Strzelecki knew the value of publicity and did his utmost to make sure that yachting celebrities such as Sir Francis Chichester were always dressed in his products. Early on, therefore, Henri Lloyd had a secure place in a highly specialised business. Then, in the mid-1980s, huge orders suddenly started pouring in from Italy, hitherto a profitable but very small part of the sailing market. Unknown to the Strzelecki family, a large group of young people in Milan had adopted a fashionable 'uniform' which included a Henri Lloyd jacket, as worn by Sir Francis Chichester, in a distinctive blue with a red quilted lining. The look spread across Italy, and in the Henri Lloyd factory just outside Manchester, in the north of England, machinists struggled to keep pace with demand.

WHICH PARAGRAPH MENTIONS THE FOLLOWING?

1.	a creation by one company that was copied by others

2.	a company which decided against entering particular sporting markets

3.	new clothes on the market which are attracting older customers

4.	the way a company promoted itself in its early days

5.	an advantage that the current materials have over those used in the past

6.	the fact that the marine clothing market is not as large as one might expect

7.	a company's products being popular in unexpected markets

8.	a company's products being popular in unexpected markets

9.	a company which successfully expanded its range of outdoor wear

10.	the fact that sporting clothes have become an essential part of the general clothing industry

11.	the fact that sporting clothes have become an essential part of the general clothing industry

12.	a company which opted not to compete in the fashion market

13.	a company which opted not to compete in the fashion market

14.	resistance to a change in approach

15.	the kind of information that companies provide for potential customers

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