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  • Sal: Well, I just wanted to introduce everyone

    Sal:好的,我想和大家介紹

  • to Angela Ahrendts.

    Angela Ahrendts

  • Just as a little bit of background

    以及促成這場對話

  • on how all of this happened.

    的經過

  • You all know I was just in England two weeks ago,

    你們都知道兩個禮拜前我人在英國

  • and as part of that, you came to the talk

    在那期間妳來到倫敦經濟學院

  • at the London School of Economics.

    參加座談會

  • And then the next day we met at Heathrow Airport.

    然後第二天我們在希斯洛機場見面

  • Angela: Yup.

    Angela:是的

  • Sal: I had my $6 Old Navy shirt feeling very insecured

    Sal:我穿著 6 美金的 Old Navy 襯衫

  • the entire time. (Angela laughs)

    全程感到極度不安 (Angela 發笑)

  • Both Esther and I were there, and you inspired us

    我和 Esther 都在場,當妳說妳將會來到

  • when you said you're going to be in this area

    這個地區時,妳給了我們一個靈感

  • we're like, well, we would love you to do

    我們希望妳也能夠

  • the same thing with the team.

    來和我們的團隊談話

  • Just talk about what you're doing etc, etc.

    就聊聊妳現在在做的事情,諸如此類的

  • If you could talk a little bit about just how you...

    如果妳可以談一些關於妳如何...

  • I mean, fashion, the world of fashion, is this world...

    我是指時尚,時尚產業,是否時尚產業...

  • I mean, it's not obvious to most people

    我的意思是,大部分的人並不清楚

  • how does someone get in to it,

    要如何進入這個產業

  • and especially get to the level that you've gotten.

    特別是要如何達到妳這樣的位置

  • How did you start, and what kind of...

    妳是如何開始的,使用什麼樣的...

  • at least at the early stages, allowed you to get here?

    至少在初期時,什麼讓妳達到這個位置?

  • Angela: I mean, honestly, it's not a dissimilar story

    Angela:老實說,我和你的故事

  • to yours, right?

    並沒有什麼不同,對嗎?

  • My thing is, you...

    我的重點是,你...

  • I think the greatest thing that anybody can do

    我認為每個人所能夠做的最棒的事情

  • when they're young is discover their passion

    就是在年輕時發掘他們的熱情

  • and what they love.

    以及他們所熱愛的事物

  • I know it sounds really, really terrible,

    我知道這聽起來真的、真的很糟糕

  • but I love stuff, and I love to shop,

    但是我熱衷物質生活、我愛購物

  • and I love fashion magazines, and I love to sew and create.

    我愛流行雜誌,而且我愛裁縫和創作

  • It was the only industry I had to get in to,

    時尚產業就是我唯一且必須進入的產業

  • but I went to university

    然而我進入大學

  • and signed up for all these design classes,

    報名了所有的設計課程後

  • and realized I really wasn't that creative.

    才瞭解到我其實並不是那麼有創意

  • But I had a really strong opinion

    但對於其他人所做的事情

  • on what everybody else was doing.

    我倒是有非常強烈的意見

  • I had a professor say that, "we call you a merchant."

    有一位教授說:「我們都說妳是個商人。」

  • I'm like, "Okay," and so then I signed up

    我就想說「好啊。」,因此我就報名了

  • for a lot of merchandising and marketing courses.

    許多銷售與行銷的課程

  • So my university degree is in merchandising and marketing.

    所以我的大學學位是銷售和行銷

  • In the world of what we do, I always say

    在時尚圈裡,我總是說

  • I'm the monkey in the middle.

    我是協調兩方爭執的中間人

  • We have Christopher Bailey who's the chief creative officer,

    我們有 Christopher Bailey 擔任首席創意總監

  • and he is so creative and so brilliant,

    他非常的有創意、非常有才華

  • and his whole creative team does all those videos.

    他的整個創意團隊負責所有的影片

  • But then, and so that's on my right,

    但是呢,那是在我的右邊的事

  • and on my left, we have the chief financial officer,

    而在我的左邊,我們有首席財務長

  • we have our chief operating officer,

    首席營運長

  • we have a number of our teams

    我們也有一些剛剛

  • that have just arrived as well.

    加入的團隊

  • You have this balance so I will say I'm a 50, 50.

    因為有這個平衡,所以我會說我是一半一半

  • I am half left brain analytical,

    我有一半分析的左腦,

  • I am half right brain creative,

    和一半創意的右腦

  • and that was actually one of the reasons

    這其實是我想和 Sal

  • that I wanted to chat with Sal.

    聊的原因之一

  • Because I said, "Someday, as you guys

    因為我和他說:「有一天,當你們

  • start to take over the world,

    開始接管這個世界的時候

  • you're going to have to also

    你們必須也

  • start to introduce some right brain curriculum.

    開始推行一些右腦的課程

  • And the Burberry Foundation would be honored

    而當那天來臨的時候

  • to help you start creating some of those things

    Burberry 基金會將能很榮幸的

  • when you're already down the road out there."

    幫助你們創作一些那樣的東西

  • Sal: Yeah, and now we're already starting a little bit,

    Sal:好的,既然現在我們已經開始聊起來

  • and we could talk more about that.

    那麼我們可以談論更多相關的事

  • No, absolutely, and I think ...

    不,絕對是,我想...

  • I mean, say you're not creative,

    我的意思是,妳說自己沒有創意

  • I mean that, I think you're really underselling your

    我覺得妳真的低估自己的...

  • Angela: Yeah, the design creative.

    Angela:是啊,設計創意的部分

  • Sal: But you obviously had a very strong aesthetic,

    Sal:但妳顯然有很強的審美觀

  • you had a sense for what connective

    妳能敏銳地辨識,能夠建立團結...

  • Angela: Yeah, again I'm absolutely a merchant,

    Angela:是的,因此我絕對是個商人

  • and I will tell you the reason Christopher and I

    而且我會告訴你 Christopher 和我

  • created the foundation is this,

    創立這個基金會的原因是

  • because we are both creative thinkers.

    因為我們都是有創造力的思想家

  • Sal: Right.

    Sal:沒錯

  • Angela: We feel very strongly that the curriculum

    Angela:在學校課程裡,特別是美國,我們深深感覺

  • specifically in America has become so left brain,

    這些課程已經變得非常傾向左腦思維

  • so much of the arts and things have been cut out.

    許多和藝術及其相關的事物都被省略掉

  • But it is... I think for where the world's going

    但這個...我認為對於世界未來的走向

  • we need creative thinkers.

    我們需要具有創造力的思想家

  • We need... and so many times they're getting lost

    我們需要... 很多時候這些人會迷失

  • out of the system, so we created the Burberry Foundation.

    於系統之外,因此我們創立了 Burberry 基金會

  • We give 1% of our profits into the Burberry Foundation,

    我們將 1% 的收益投注在基金會裡

  • and what we do is, we try and pick up the youth

    而我們做的是,試著挑選出那些

  • that is starting to fall out of the system

    正在脫離系統的年輕人

  • because they think they're dumb, because they don't.

    因為他們認為不在系統裡是因為自己愚蠢,因為他們並不愚蠢

  • Hopefully, we can help turn them on to you guys

    希望我們能夠將這些人交給你們

  • to help them.

    並得到你們的幫助

  • If they're still just not left brain

    如果他們不是偏向左腦思維

  • but they're incredibly creative thinking.

    而是有著極有創造力思想

  • We bring as many of them as we can.

    我們會盡可能的多帶領一些這樣的人

  • We show them a whole another world

    讓他們看到一個像我們這樣的公司

  • that companies like us need,

    所需要的,全然不同的世界

  • and that's been our calling.

    這就是我們的訴求

  • Sal: Yeah, I know it's incredible.

    Sal:是的,我知道,這真是不可思議

  • I mean, you yourself, you said,

    我的意思是妳自己說了

  • "Okay I'll be a merchant."

    「好,我要變成一個商人」

  • A professor tells you this,

    一個教授這樣告訴你

  • and you just go to New York,

    而妳就前往紐約

  • and then you're not even 30,

    那時妳都還不到 30 歲

  • and you're the president of Donna Karan?

    就已經是 Donna Karen 的總裁了?

  • (Angela laughs) Is that right?

    (Angela 發笑) 是嗎?

  • Angela: Yeah.

    Angela:沒錯

  • Sal: How does that happen?

    Sal:那是怎麼發生的?

  • Is that normal?

    那正常嗎?

  • Are there a lot of 20 something's

    世界上有很多 20 幾歲的人

  • running a major fashion houses in the world?

    在經營主流的時尚品牌嗎?

  • Angela: Probably not, and I will tell you I'm really guilty

    Angela:可能沒有,所以我要告訴你我感到很內疚

  • because I'm not great talking about myself.

    因為我並不擅長談論自己

  • I'm just not. Because I'm only as good always

    我就是不擅長,因為我就只是

  • as the great teams that are around me,

    與身邊為繞我的團隊一樣好而已

  • and no different than you guys.

    我和你們並沒有什麼不同

  • Yes, I think what happens always

    我想,我身上所發生的事

  • is when you discover who you are,

    就是當你發掘自己

  • and you discover your passion,

    還有你的熱情在哪裡的時候

  • and then it's not work at your life,

    於是那便不是工作

  • and so you just get in to that zone.

    所以你只需要進入那種狀態

  • I was so fortunate that I met the right people,

    我非常幸運的遇到了對的人

  • things fell into place,

    事情水到渠成

  • absolutely worked my butt off because I was single,

    我當然也非常努力的工作,因為單身

  • alone in New York, and why not.

    因為隻身一人在紐約,那有什麼好不努力的呢?

  • It's all I did was.... But I found my zone, I found

    我所做的就只是這樣... 不過我找到了我的領域,我發現...

  • Sal: Was there a moment where

    Sal:有沒有什麼時候是...

  • I just find if a member of my family says "Hey,

    我只是覺得,假使我的家人告訴我說:「嘿

  • I'm going to go to New York,

    我要去紐約

  • and I'm going to go work in fashion."

    我要在時尚界工作。」

  • Like, "Okay, I'll see if I can help support you

    我可能會說「好,我會看看自己是不是在某個層面上

  • at some point or…"

    可以幫助你...」

  • Just the left brain, the left brain side of me.

    就是左腦,左腦部分的我

  • I mean, how did you break in

    我的意思是,妳是如何突破

  • and then obviously left such a big mark with people

    並且在還不到 30 歲時

  • that by the time, you weren't even 30,

    便給人留下了如此深刻的印象

  • you're a president of a major fashion organization?

    並成是一個主流時尚組織的總裁?

  • Angela: It's funny, I don't think of any different

    Angela:有趣的是,我不認為我的身分不同於

  • than a great athlete, or a musician, or a…

    一個出色的運動員、音樂家、還是一個...

  • I think that what happens

    我想這是因為

  • is this is all what I've ever done.

    時尚就是我一直以來從事的事情

  • I've always just stayed in my lane,

    我一直都堅守在我的崗位上

  • and then you become ...

    然後就成為...

  • Whether you're a footballer or whether you're ...

    無論你是足球員或是...

  • I didn't jump around, this is all that I've done,

    我並沒有離開這個行業,這就是我所做的一切

  • and I have always been so passionate about it.

    而且我對時尚總是充滿著熱情

  • I think when you direct your energy,

    我想,當你引導自己的能量

  • and you become so passionate,

    而你變得充滿熱情

  • and you unite people, right?

    你便可以把人團結起來,對嗎?

  • You lead people all around believing in something,

    你帶領周遭的人去相信某件事情

  • and then things just fall into place.

    然後事情自然而然的能夠落實

  • I know that, and when I say things,

    我很清楚,當我說的事情

  • the revenue, the profit, right?

    諸如收入,利潤時

  • I never went in saying, "I'm going to do this."

    我從不會進到辦公室就說:「我要做這件事情。」

  • I went in saying, "What if we did this?"

    而是說:「如果我們做這件事會怎麼樣?」

  • I've always been a dreamer.

    我一直以來都是個夢想家

  • My father used to always say,

    我的父親以前總是告訴我,

  • "Take off your rose-colored of glasses."

    「停止做夢吧!」

  • and I would always say "No."

    而我總是回答「不要」

  • Now I don't have to, I can keep dreaming,

    現在我不需要了,我可以繼續做夢

  • but the important thing I've learned is though,

    不過我學到一件重要的事,那就是

  • I have to get enough people, right?

    我必須有足夠的人手,對嗎?

  • I have to surround myself with enough people

    我必須讓自己身邊圍繞夠多的人

  • that can help execute that dream now.

    來幫助我實現現在的這個夢想

  • And that's all that I've ever done.

    而這就是我所做的一切

  • I don't want to over simplify it,

    我不想要把它過度地簡單化

  • but I found my zone,

    不過那就是因為我找到了自己的領域

  • I absolutely love what I do,

    我完全地熱愛我所做的事

  • it is not work at all.

    這根本就不是工作

  • I have never once woke up in the morning said,

    我從來沒有在早上起床的時候說

  • "Oh God, I got to go to work."

    「天啊,我必須要去上班。」

  • It's not work, this is my life.

    這不是工作,這是我的人生

  • Everywhere that I've been...

    每個我去過的地方

  • because it's not work,

    因為不是工作

  • and the Monterey at Burberry

    在蒙特羅公園市的 Burberry

  • or anywhere that I've been

    無論我到了哪裡

  • because the stronger companies get,

    因為公司越是強大

  • then the more they can do,

    能夠做的事情就越多

  • and the bigger influence they have.

    並且他們的影響力也越大

  • At Burberry, we've always said

    在 Burberry 我們總是說

  • that, we have the power to touch and transform lives

    透過我們的表現的力量

  • through the power of our performance.

    我們擁有接觸和改變生活的能力

  • The bigger and the stronger we get,

    我們越是強大

  • the more we can do,

    能夠做的事情越多

  • and that's just always been...

    而那一直都是...

  • I'm from the heart of Midwest,

    我來自中西部的中心地帶

  • real strong family faith upbringing,

    在一個信仰強大的家庭中長大

  • and I have been raised to give.

    我被教導要懂得給予

  • That's how I was raised,

    我是這樣被帶大的

  • and so why wouldn't you apply that back in business?

    所以為何不將給予觀念應用在經營上呢?

  • And so it just...

    所以這就...

  • Sal: I think you are underselling yourself a little bit. But I'll give you a pass on that.

    Sal:我認為妳有點低估自己了,但這邊我就先不追問妳了

  • Angela: Thank you.

    Angela:謝謝

  • But I do want... Because the interesting thing about this

    但我的確想要... 有趣的事情

  • and why we video them is I think

    以及我們為何錄影是因為我認為

  • just the Khan Academy user base,

    不只是 Khan 學院的用戶群,

  • there's a lot of young people out there

    還有許多年輕人

  • who would say, "How do I do that?"

    也會說:「我要怎麼做?」

  • If you had advice for someone who's 16 years old

    如果你要給一個 16 歲或 20 歲的人建議

  • or 20 years old, and they find this world intriguing,

    他們認為時尚圈是吸引人的

  • what should they develop in themselves?

    那麼他們應該發展的方向是什麼?

  • How should they think about the world?

    他們應該如何看待時尚圈?

  • And what should they do?

    他們應該做些什麼?

  • Angela: Well, and I always say

    Angela:我總是說

  • that the fashion industry is deceiving

    時尚產業是會讓人誤解的

  • because everybody just thinks it's only this creative part.

    因為大家只是想到創意的部分

  • Where in a company like Burberry,

    在像 Burberry 這樣的公司裡

  • there are 18 different departments

    公司是由

  • that comprise the company.

    18 個不同的部門所組成的

  • We need, we hire a lot of people from Silicon Valley.

    我們需要、我們雇用很多矽谷來的人才

  • We need great... We have 130 people

    我們需要最棒的... 公司光是

  • just in the IT department in the company.

    資訊部門就有 130 個人

  • People don't realize that so we need extreme right,

    人們並不知道我們需要極端的右腦思維者

  • and we need extreme left.

    以及極端的左腦思維者

  • I think sometimes the fashion industry gets a short,

    我想時尚產業的定義有時候會被過於簡化

  • it's the short stick sometimes when they think

    簡單扼要到有時人們認為

  • "It's just fashion, it's just..."

    「這就只是流行,這只是...」

  • In order to create... And here's my thing.

    為了要創造... 我的重點是

  • I always say that what we're doing

    我總是說我們正在做的

  • is we're creating a great brand and a great company,

    是建立一個傑出的品牌和一間傑出的公司

  • and we happen to be in the business of fashion.

    而我們碰巧從事的是時尚產業

  • We didn't set out to create a really great fashion,

    我們一開始並不是要創造一個偉大的時尚

  • we set out to create a great brand.

    而是一個傑出的品牌

  • I say that because there's a part of me that says,

    我這樣講是因為某個部分的我告訴自己

  • "That is your mission as well."

    「這也是你的任務。」

  • Sal: I mean, following on that,

    Sal:我了解妳的意思,接續你剛剛所說的

  • I do want to think about...

    我的確想知道...

  • Well, what in your mind is... what does a brand mean?

    就妳而言,品牌的定義是什麼?

  • I've heard multiple definitions of a brand,

    我聽過對於品牌的不同解釋

  • and how would you view Burberry's brand?

    而妳是怎麼看待 Burberry 這個品牌的?

  • And how would you view our brand? In the same...

    妳又是怎麼看待我們的品牌的?在同樣的...

  • they're very similar.

    它們十分雷同

  • (Angela laughing)

    (Angela 發笑)

  • Exploring a line of overcoats.

    檢查大衣的內襯

  • Angela: To me, a great brand... And here's my thing.

    Angela:對我而言,一個傑出的品牌...我的重點是

  • Think of yourself and when you interact with products.

    想想自己以及你和產品互動的時刻

  • What coffee do you drink every morning,

    每天早上你喝哪種咖啡

  • or you might walk into Starbucks,

    你或許會走進 Starbucks

  • or you might walk in to...

    你或許會你走進...

  • You might have Apple products, you might...

    你可能有 Apple 的產品,有可能...

  • How do you feel about..

    你怎麼看...

  • And so you want to be a part of that brand

    你想要成為那個品牌的一部分

  • because you're proud to be a part of that brand,

    因為它讓你因為身為那個品牌的一部分而自豪

  • because that brand makes you feel a certain way.

    因為那個品牌給你一種特別的感覺

  • You trust that brand, and it's authentic,

    你相信它,而且它很可靠

  • and it doesn't ever let you down.

    從不讓你失望

  • It exceeds your expectations

    它超越你的期待

  • so you want to engage with it, right?

    所以你想要接觸它,對嗎?

  • Those are all of the attributes of a great brand,

    這些都是一個傑出品牌的特色

  • honesty, integrity, authenticity, quality,

    誠信、正直、真實、品質

  • but always doing what yo

    總是達到你...