James, business of luxury, jeans, really?

James，奢侈品牌和牛仔褲，你怎麼看？

Yeah, well, as a president of Levi's brand when I got invited to speak at the luxury summit I said, "I think you got the wrong number."

這個嘛，身為Levi's的總裁，當我接到邀請要來這個高峰會演講時，我心中的第一個想法就是：「你一定是打錯電話了。」

But actually, when I started to think about it, it's shaping the lens of luxury through Levi's.

但後來我仔細的想過之後，我覺得其實這是想要藉由 Levi's 來改變所謂的「奢侈品」的定義

When I started to think, wait a minute, there's something here

所以我想，或許這中間的確是有關連的

in terms of craftsmanship, in terms of our iconic heritage past, in terms of what's happening with the vintage market.

Levi's 做工精細，在歷史上的有重要且具象徵性的地位，並且現在掀起了復古風的熱潮

Our innovations that we're announcing even recently with Google, they're all dimensions of luxury.

另外，在創新方面，我們最近宣布和 Google合作。這些都是奢侈品產業的不同面向

Maybe not as we knew it yesterday, but as we might know it tomorrow.

這或許不是我們過去所認知的奢侈品的概念，但卻是未來的走向

And you've talked often about the importance of lifestyle brands, and Levi is really representing that.

你常說Levi's這個品牌著重的是生活的風格和態度

And how does the big 220 million dollars stadium sponsorship deal work in San Francisco, the 49ers football team? Yeah.

最近你們耗資2200萬美元贊助舊金山49人隊的體育場

How does that fit in?

那又是怎麼一回事呢？

Yeah, well it's interesting because essentially every brand is a lifestyle brand.

是啊，其實蠻有趣的，因為從本質上來說，每個品牌都是如此

It's a style of someone's life. But we were one of the original lifestyle brands.

他們反映某個人的生活風格與態度。但我們算是這種概念的始祖

We set the authentic .... back in the 1870s.

我們早在......1870年代就開創了這樣的概念

I mean all throughout the ages. From gold miners to cowboys to Hollywood Marlon Brando, rebels with or without a cause, rock 'n' roll

而在每個不同的時代都是這樣。不管是礦工、牛仔、好萊塢巨星馬龍˙白蘭度、懷抱理想或是天生反骨的反叛者、搖滾人

right through to the entrepreneurs who are now global leaders of companies choose to wear Levi's to work.

甚至現今許多引領全球的企業領導人也選擇穿Levi's

So with that, we started thinking well, that is lifestyle.

我們認為，這就是一種生活風格和態度

But we're seeing the different forces of sports, we're seeing the different forces of fashion come together

但同時，我們也看見體育界、時尚界這些看似不同的領域開始有交集

and we're in that authentic center point, and we thought authentic center point deserves to be in the center of culture.

而我們真的就處在這個交集的中心，而我們就想，我們也應該是一整個文化的中心

And we believe that through the Levi's stadium deal, it puts us in the center of culture often.

我們相信透過贊助 Levi's 體育場，我們能把自己推到一個文化的中心

Whether it's Super Bowl, Beyonce, Taylor Swift, Grateful Dead, Manchester Barcelona football or future events. We're in the center of culture often.

不管是超級碗、碧昂絲、泰勒絲或是死之華的演唱會、曼聯對巴薩的足球比賽或是其他的活動，我們都能處於這些文化的中心位置

And you've had a, you say a hundred billion hits on Youtube and Google search?

而且你們有......你們在YouTube和Google上有高達上千億的點擊率？

Well, I think if you understand now that notion of luxury also comes through not just the products that you covet, but through the experience you have.

我想，你要知道「奢侈品」這個概念不單單局限於商品本身，而是隨之而來的整個經驗

And I think luxury is defined by an experience and if you look at the ticket price of some concerts today, or the Super Bowl,

而我認為奢侈品應當是一種經驗，你看看現在演唱會或超級碗昂貴的票價

you can argue that's clearly in the luxury realm.

很顯然的，這些都是奢侈品的一種

But the experience of innovation and technology today that says I'm in an experience but I'm gonna tell the world,

所以，這些讓你想要召告全世界的體驗，體驗創新與高科技

and it's synonymous where you are, which is Levi's stadium, we can actually accelerate and drive awareness of Levi's stadium way beyond just the stadium itself.

這些經驗和你所身處的環境，也就是Levi's 體育場，相結合。透過這種方式，我們能讓Levi's 體育場的影響力散布各地

Now, in the 90s and around the turn of the century, Levi's sales you're beginning to see a little bit of fall off, the rise of premium brands.

1990年代和千禧年間，Levi's的銷售量因為品牌溢價而有些下滑

How did you persuade colleagues to balance this, the need to pay attention, respect the past or go for the innovative future?

當時你是如何說服你的同僚這個重要性，你如何說服大家找尋傳統與創新的平衡點？

Well I think that the starting point is always, you know, let's just look at what we have today.

我認為最根本的是要回首並檢視我們從過去到今日的成就。

We're the world wide leader in denim. We always have been since we invented the 501 in 1873.

我們是世界上丹寧時尚的領導者。這從我們1873年發明501牛仔褲時就是如此

But we can't take that leadership for granted. And as I mentioned in the conference, we are the world wide leader and there is no clear number two.

但我們不能把這項成就視為理所當然。如同我在會議中提到的，我們是第一名，而眼下並沒有一個明確的第二名

But there's about 100 number twos around the world.

但這是因為世界上大概有一百個第二名

So we have to understand how to look at our iconic past, and if we don't make our heritage matter, who will?

所以我們必須要知道我們過去的重要性，因為如果連我們都不在乎自己的歷史，又有誰會在乎呢?

So we make that matter. But at the same time, we put a lens of innovation through performance, sustainability, craftsmanship,

我們非常重視這一點。但同時，我們也把焦點轉向成效、永續力、和工藝技術

so that we're bringing solutions around comfort casualization and contemporary style.

所以我們找到了舒適的便裝與現代的時尚之間的平衡點

And you also opened the Eureka Innovation Lab in San Francisco in 2015.

2015年，你們在舊金山成立了Eureka Innovation Lab （Levi's 的研發機構）

What are your plans for that?

你們的目標是什麼？

Well, if you think about the start-up culture, they always start somehow in a garage or somewhere where they're innovating and they're doing things,

你想想公司草創時期，往往是在一間車庫或是其他地方開始進行研發和創新

then we said," let's recreate the conditions for success, for innovation right here in San Francisco California."

而我們就想：「讓我們創造一個類似的環境，一個孕育成功的環境，而我們選擇在舊金山這裡進行研發。」

Proprietary knowledge, materials, proprietary partnerships that lead to better solutions.

專業知識加上原料，以及我們和其他公司的合夥關係使得我們可以創造出更棒的產品

So the vision there is really, continually invent the future of denim and beyond on a daily basis under our control.

所以我們的願景就是在我們的掌控之下，持續去開創丹寧的未來

And men's wear accounts for around 75% of your overall sales. You are the world's biggest belt reproducer.

男裝大約占你們的銷售額的75%。你們是世界上最大的皮帶供應商

But how are you gonna win the ladies round?

但是對於吸引女性顧客，你們有什麼計畫？

Well, I think, I mean women by definition it's a fashion moving world.

我想，對女人來說，時尚是不斷改變的

Picking out a pair of jeans isn't that easy. But we are the world wide leader in women's denim. It just happens to be much more fragmented, competitive market.

要挑到一條對的牛仔褲並不簡單。但我們其實在這方面也是位居龍頭。只是剛好這個市場比較分散且有競爭性

Last year, we embarked on a journey to relaunch our entire denim collection, the 700 series, the 710, 711, 712,

去年，我們把過去所有的丹寧系列重新上架，包含700系列、710、711、712等等

and it's rapidly becoming the fastest growing part of our women's collection.

而它們是我們女裝部分銷售成長最快的商品

And we also brought Alicia Keys to give us a little help on the music front.

我們也請艾莉西亞凱斯幫我們打廣告

And James, you've played in various rock bands, including in London.

James你參加了很多搖滾團體，在倫敦也有

Do you have a little song for us at the end?

你是否能替我們唱首歌來作結呢？

Haha, well you have to end on " You can't always get what you want, but if you try sometime, you just might find. You get what you need. "

哈哈，對我們應該要這樣收尾：「你不能總是得到你想要的，但如果你嘗試一段時間，你有可能找到你所尋覓的、所需要的。」

James Curleigh, thank you so much.

James Curleigh，謝謝你

Appreciate. Thank you Lionel.

謝謝，Lionel 謝謝你