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  • Welcome to the Business of Luxury Summit in San Francisco. With me is president of Levi Strauss, James Curleigh.

    歡迎來到國際頂級時尚品牌行業高峰會的現場。在我身邊的是李維斯公司(Levi's)的總裁,James Curleigh

  • 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

Welcome to the Business of Luxury Summit in San Francisco. With me is president of Levi Strauss, James Curleigh.

歡迎來到國際頂級時尚品牌行業高峰會的現場。在我身邊的是李維斯公司(Levi's)的總裁,James Curleigh

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奢侈品和生活方式的Levi's主管|FT Business (Levi's chief on luxury and lifestyle | FT Business)

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    Kristi Yang 發佈於 2021 年 01 月 14 日
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