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　　Why Burberry's boss is a perfect fit for Apple.AMONG stewards of big luxury brands Angela Ahrendts, the boss of Burberry, is probably the geekiest.Her main achievement has been to make the 150-year-old British company the most technologically savvy of its peers.Burberry plans to be the first luxury company that is fully digital end to end, she boasts.But what can she do for Apple, which on October 14th said it would poach her to run its retailing operations?

　　Burberry老板與蘋果如此合拍，秘密何在?Burberry的老板Angela Ahrendts可能是所有的大型奢侈品牌管理者中最不招人喜歡的。他的主要成就就是使這所150年歷史的英國(guó)老牌企業(yè)成為同行中的技術(shù)型企業(yè)。她夸口說Burberry計(jì)劃成為第一家完全數(shù)字化的奢侈品企業(yè)。但是蘋果于10月14日宣稱會(huì)插手她的零售業(yè)務(wù)，對(duì)此她又能有什么辦法呢?

　　Probably the opposite: revive a sense of style at a tech firm that has lately looked a bit dowdy.Many purveyors of luxury fret about cheapening their wares by selling them online.Of the 100 biggest luxury brands just 56 have transactional websites, according to Exane BNP Paribas, an investment bank.Ms Ahrendts, an American who took over Burberry in 2006, had no such hangups.

　　也許相反，在一家科技公司恢復(fù)一種風(fēng)格有點(diǎn)過時(shí)。很多奢侈品供應(yīng)商擔(dān)心在網(wǎng)上銷售會(huì)降低商品價(jià)格。據(jù)Exane BNP Paribas ，一家投資銀行稱100家奢侈品牌中只有56家有網(wǎng)上交易平臺(tái)。Ahrendts女士，這位于06年接管Burberry的美國(guó)人不這么認(rèn)為。

　　Not content with flogging calfskin trench coats online, she has deployed every platform, device or bit of software she could think of to romance customers and spark collaboration among employees and suppliers.iPad-wielding salespeople in Burberry stores can look up what customers have already bought, and suggest what might take their fancy next.

　　不滿足于僅在網(wǎng)上出售皮制品，她已在各個(gè)平臺(tái)全面鋪開，用所能想到的一切設(shè)備吸引顧客，希望與顧客擦出火花。Burberry的店員手持IPAD隨時(shí)記錄顧客的購(gòu)買信息，并預(yù)測(cè)他們的可能喜好。

　　Ms Ahrendts should add pizzazz to Apple's bricks-and-mortar shops, which are the most profitable in America measured by sales per square foot.But that seems a small job for a woman who last year was the highest-paid chief executive of a company in the FTSE 100 share index.At Apple, from next spring, she will merely be a senior vice-president.

　　Ahrendts。應(yīng)該投入更多精力在美國(guó)每季度盈利最多的蘋果實(shí)體店上。但對(duì)于一個(gè)進(jìn)入去年福布斯百位收入企業(yè)高管的女士而言，這似乎是小事一樁。至于蘋果，從下個(gè)春季開始她就僅僅是一個(gè)部門副主席。

　　So the odds are that her brief will go well beyond managing Apple's stores. She can help it crack the Chinese market, where its iPhones are also-rans in the race against cheaper smartphones from Samsung and local manufacturers.Burberry earns more than a third of its revenue in Asia compared with Apple's 28%.A bigger job will be to ready Apple for the coming fusion of fashion and technology.

　　所以很有可能她的表現(xiàn)會(huì)比在蘋果時(shí)更好。她能幫助蘋果打開競(jìng)爭(zhēng)激烈的中國(guó)市場(chǎng)，這競(jìng)爭(zhēng)來自于三星和中國(guó)國(guó)產(chǎn)智能機(jī)對(duì)IPHONE的競(jìng)爭(zhēng)。較蘋果的28%，Burberry的亞洲市場(chǎng)盈利超過其總盈利的1/3。蘋果已經(jīng)準(zhǔn)備好了面對(duì)即將到來的時(shí)尚與科技融合的浪潮。

　　The most talked-about new devices are wearable.Google's Glass smuggles a smartphone into a pair of spectacles.Samsung's Galaxy Gear squeezes some smartphone functions into a wristwatch.Apple is also keen to surf the wearable wave.An iWatch, which Apple may launch next year, would pull it towards Ms Ahrendts's home turf, since it would compete with fashionable timepieces like Burberry's.

　　現(xiàn)在被廣泛談及的新設(shè)備都是可戴式的。谷歌眼鏡將智能機(jī)植入眼鏡。三星是能表將智能手機(jī)與手表融合。蘋果也想趕上這一穿戴式科技浪潮。蘋果可能會(huì)明年推出iWatch，鑒于可能與時(shí)尚腕表比如Burberry展開競(jìng)爭(zhēng)，他可能會(huì)推向Ahrendts's女士的主場(chǎng)。

　　Apple has long been something of a fashion house.Its product launches are choreographed like catwalk shows.But its glamour has faded since the death of Steve Jobs, its founder, in 2011.His successor, Tim Cook, is striving to regain it.He recently hired Paul Deneve, the boss of Yves Saint Laurent, a French fashion house.Sir Jony Ive, Apple's design guru, now oversees the look of software as well as hardware. Ms Ahrendts brings another eye for beauty, and a knack for seducing consumers.

　　蘋果現(xiàn)在已成為時(shí)尚工廠。他的項(xiàng)目都是精心設(shè)計(jì)的就像時(shí)裝秀一樣。但是自從創(chuàng)始人喬布斯在2011年死后他的魅力正在逐漸削減。而繼任者Tim Cook則在努力重獲魅力。最近他雇了法國(guó)時(shí)尚工廠Yves Saint Laurent的老板Paul Deneve。Jony Ive蘋果首席設(shè)計(jì)師如今不僅要負(fù)責(zé)軟件也要負(fù)責(zé)硬件外觀。Ms Ahrendts則從另一個(gè)角度帶來美，吸引顧客。