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