经过一年的寻找,苹果终于找到了零售和线上商店的高级副总裁(Senior Vice President of Retail and Online Stores)
她就是 Burberry 之前的 CEO 安吉拉·阿伦茨(Angela Ahrendts)
She’s coming to Apple at a very crucial time in the company’s development post-Steve Jobs, and although she’s worked in fashion most of her life, she looks like the perfect fit.
她在后乔布斯时代公司发展的关键时刻来到苹果公司,虽然她一生大部分时间都在时尚界工作,但是她看上去非常适合这一职位。
阿伦茨虽然是一家伦敦时尚品牌的CEO,但她在美国生并长大。加入苹果对她来说意味着回归故土。
从三年前《华尔街日报》对她的人物简介中可以看出:
She wasn’t raised with handmade elegance. Ahrendts, whose father retired as a smalltown entrepreneur and whose mother did a bit of local modeling, spent her childhood in New Palestine, Ind., sewing her own clothes and dreaming of a job in the fashion industry.
她的成长背景并不特别。她的父亲退休前是一名小镇企业家,母亲会在当地接点模特活儿,她的童年在印第安纳州的新巴勒斯坦度过,她缝制自己的衣服,梦想着在时尚界找到一份工作。
她1981年毕业于鲍尔州立大学(Ball State University),获得了市场行销学位。
Her story at Burberry is reminiscent of Steve Jobs at Apple.
她在博柏利的故事让人想起苹果公司的史蒂夫·乔布斯。
She was asked to be the CEO of Burberry in 2006, and she accepted the position and moved to London with her family.
她在2006年受邀担任博柏利的首席执行官,她接受了这个职位,并与家人一起搬到了伦敦。
The scenario was very similar to when Steve Jobs returned to Apple in the late 90s. From the aforementioned Wall Street Journal profile:
这种情况与史蒂夫·乔布斯在90年代后期回归苹果时非常相似。前文提到的《华尔街日报》对她的简介中写到:
在她接手 Burberry 之前,该品牌遭遇了挫折。随处可见的格纹被年轻的工薪阶层滥用,他们也被称为“chavs(意为衣着通俗没文化的年轻人)”,被二流名人从头穿到脚,并被广泛仿造。
但自从阿伦茨2006年上任以来,除了大约10%的商品外,其他所有商品都取消了标志性格纹图案,博柏利已经恢复了它的身份。
那时 Burberry 正处于身份危机之中,就像苹果公司在90年代一样。阿伦茨将支离破碎的博柏利产品线细化为一个奢侈品牌。和乔布斯一样,她加入博柏利后做的第一件事就是削减不必要开支和裁员。
“In luxury, ubiquity will kill you—it means you’re not really luxury anymore,” said Ahrendts earlier this year in the Harvard Business Review.
阿伦茨今年早些时候在接受《哈佛商业评论》采访中说道:“在奢侈品行业中,同质化会终结你,因为这意味着你不再是真正的奢侈品。”
“And we were becoming ubiquitous. Burberry needed to be more than a beloved old British company. It had to develop into a great global luxury brand while competing against much larger rivals.”
“我们的产品设计变得随处可见。博柏利不能满足于作为一家深受欢迎的英国老牌公司,它必须发展成为一个伟大的全球奢侈品牌,同时与更大的竞争对手竞争。”
她任职期间的 Burberry 的营利从20亿英镑增加到70多亿英镑,Burberry 现在是全球五大奢侈品牌之一,在全球各地开有530家分店。
话说回来,其实苹果和 Burberry 一直是亲密的朋友关系。
阿伦茨本人也曾这么说过:
“If I look to any company as a model, it’s Apple,” said Ahrendts a few years ago. “They’re a brilliant design company working to create a lifestyle, and that’s the way I see us.”
“如果我把任何一家公司视为典范,那就是苹果公司,”几年前,阿伦茨说,“他们是一家杰出的设计公司,致力于创造一种生活方式,我们博柏利也应该这么做。”
在iPhone 5s推出之际,Burberry 和苹果合作,获得了独家授权,在伦敦时装周上用全新苹果手机拍摄展品。
苹果的现任 CEO 蒂姆·库克认为她聪明到了邪乎的地步。在发给苹果员工的内部备忘录中,他写到:
She shares our values and our focus on innovation.
她和我们有着同样的价值观和对创新的关注。
She places the same strong emphasis as we do on the customer experience.
她和我们一样强调消费者体验。
She cares deeply about people and embraces our view that our most important resource and our soul is our people.
她非常关心员工,与我们观点一致,认为我们最重要的资源和灵魂就是我们的员工。
She believes in enriching the lives of others and she is wicked smart.
她信仰让他人的生活更丰富,她非常聪明。
Angela has shown herself to be an extraordinary leader throughout her career and has a proven track record. She led Burberry through a period of phenomenal growth with a focus on brand, culture, core values and the power of positive energy.
安吉拉在她的职业生涯中证明了她是一位非凡的领导者,她取得的成就有目共睹。她通过专注品牌、文化、核心价值和积极能量,带领博柏利经历了一段惊人的发展时期。
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