经济学人283:科技时尚单品 优雅融合

　　Business
商业报道
Technology and luxury goods
科技时尚单品
Catwalk credentials¹
优雅融合
Why Burberry's boss is a perfect fit for Apple
Burberry老板与苹果如此合拍，秘密何在？
AMONG stewards² of big luxury brands Angela Ahrendts, the boss of Burberry, is probably the geekiest.
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欢的。
Her main achievement has been to make the 150-year-old British company the most technologically³ savvy⁴ of its peers.
他的主要成就就是使这所150年历史的英国老牌企业成为同行中的技术型企业。
Burberry plans to be the first luxury company that is fully⁵ digital end to end, she boasts.
她夸口说Burberry计划成为第一家完全数字化的奢侈品企业。
2_副本.jpgBut what can she do for Apple, which on October 14th said it would poach her to run its retailing⁶ operations?
但是苹果于10月14日宣称会插手她的零售业务，对此她又能有什么办法呢？
Probably the opposite: revive a sense of style at a tech firm that has lately looked a bit dowdy⁷.
也许相反，在一家科技公司恢复一种风格有点过时。
Many purveyors of luxury fret⁸ about cheapening their wares⁹ by selling them online.
很多奢侈品供应商担心在网上销售会降低商品价格。
Of the 100 biggest luxury brands just 56 have transactional websites, according to Exane BNP Paribas, an investment bank.
据Exane BNP Paribas ，一家投资银行称100家顶级奢侈品牌中只有56家有网上交易平台。
Ms Ahrendts, an American who took over Burberry in 2006, had no such hangups.
Ahrendts女士，这位于06年接管Burberry的美国人不这么认为。
Not content with flogging calfskin trench¹⁰ coats online, she has deployed¹¹ every platform, device or bit of software she could think of to romance customers and spark collaboration¹² among employees and suppliers.
不满足于仅在网上出售皮制品，她已在各个平台全面铺开，用所能想到的一切设备吸引顾客，希望与顾客擦出火花。
iPad-wielding salespeople¹³ in Burberry stores can look up what customers have already bought, and suggest what might take their fancy next.
Burberry的店员手持IPAD随时记录顾客的购买信息，并预测他们的可能喜好。
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.
Ahrendts应该投入更多精力在美国每季度盈利最多的苹果实体店上。
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.
但对于一个进入去年福布斯百位收入最高企业高管的女士而言，这似乎是小事一桩。
At Apple, from next spring, she will merely be a senior vice-president.
至于苹果，从下个春季开始她就仅仅是一个部门副主席
So the odds¹⁴ 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.
所以很有可能她的表现会比在苹果时更好。她能帮助苹果打开竞争激烈的中国市场，这竞争来自于三星和中国国产智能机对IPHONE的竞争。
Burberry earns more than a third of its revenue in Asia compared with Apple's 28%.
较苹果的28%，Burberry的亚洲市场盈利超过其总盈利的1/3。
A bigger job will be to ready Apple for the coming fusion¹⁵ of fashion and technology.
苹果已经准备好了面对即将到来的时尚与科技融合的浪潮。
The most talked-about new devices are wearable.
现在被广泛谈及的新设备都是可戴式的。
Google's Glass smuggles¹⁶ a smartphone into a pair of spectacles.
谷歌眼镜将智能机植入眼镜。
Samsung's Galaxy¹⁷ Gear squeezes some smartphone functions into a wristwatch.
三星是能表将智能手机与手表融合。
Apple is also keen to surf the wearable wave.
苹果也想赶上这一穿戴式科技浪潮。
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.
苹果可能会明年推出iWatch，鉴于可能与时尚腕表比如Burberry展开竞争，他可能会推向Ahrendts's女士的主场。
Apple has long been something of a fashion house.
苹果现在已成为时尚工厂。
Its product launches are choreographed¹⁸ like catwalk shows.
他的项目都是精心设计的就像时装秀一样。
But its glamour¹⁹ has faded since the death of Steve Jobs, its founder²⁰, in 2011.
但是自从创始人乔布斯在2011年死后他的魅力正在逐渐削减。
His successor, Tim Cook, is striving to regain²¹ it.
而继任者Tim Cook则在努力重获魅力。
He recently hired Paul Deneve, the boss of Yves Saint Laurent, a French fashion house.
最近他雇了法国时尚工厂Yves Saint Laurent的老板Paul Deneve。
Sir Jony Ive, Apple's design guru, now oversees²² the look of software as well as hardware. Ms Ahrendts brings another eye for beauty, and a knack²³ for seducing²⁴ consumers.
Jony Ive苹果首席设计师如今不仅要负责软件也要负责硬件外观。Ms Ahrendts则从另一个角度带来美，吸引顾客。
1.fit for 适于， 适合
Unfortunately, not all bottles are fit for recycling.
很不幸的是，并不是所有的瓶子都适合回收再利用。
Their paperback-like dimensions also make them a natural fit for e-books.
这种平装书般的尺寸让它们更适合作为电子书。
2.plan to 打算,计划
Many plan to stomach more risk.
许多人计划承担更多的风险。
Other countries plan to buy or build more.
其他国家也打算购买或建造更多的潜艇。
3.according to 根据，按照；据…所说
Again this is according to recently declassified²⁵ information.
这也还是根据最近解密的信息得知的。
It did not go according to plan.
这个妥协方案并没有按计划执行。
4.think of 考虑；想起
Does the poem make you think of spring?
这首诗有没有让你想到春天？
No, he could not think of that day.
不，他不想想起那一天。

1 credentials   

n.证明，资格，证明书，证件

参考例句：

• He has long credentials of diplomatic service.他的外交工作资历很深。
• Both candidates for the job have excellent credentials.此项工作的两个求职者都非常符合资格。

2 stewards   

（轮船、飞机等的）乘务员( steward的名词复数 )； （俱乐部、旅馆、工会等的）管理员； （大型活动的）组织者； （私人家中的）管家

参考例句：

• The stewards all wore armbands. 乘务员都戴了臂章。
• The stewards will inspect the course to see if racing is possible. 那些干事将检视赛马场看是否适宜比赛。

3 technologically   

ad.技术上地

参考例句：

• Shanghai is a technologically advanced city. 上海是中国的一个技术先进的城市。
• Many senior managers are technologically illiterate. 许多高级经理都对技术知之甚少。

4 savvy   

v.知道，了解；n.理解能力，机智，悟性；adj.有见识的，懂实际知识的，通情达理的

参考例句：

• She was a pretty savvy woman.她是个见过世面的漂亮女人。
• Where's your savvy?你的常识到哪里去了？

5 fully   

adv.完全地，全部地，彻底地；充分地

参考例句：

• The doctor asked me to breathe in,then to breathe out fully.医生让我先吸气，然后全部呼出。
• They soon became fully integrated into the local community.他们很快就完全融入了当地人的圈子。

6 retailing   

n.零售业v.零售(retail的现在分词)

参考例句：

• career opportunities in retailing 零售业的职业机会
• He is fond of retailing the news. 他喜欢传播消息。 来自《简明英汉词典》

7 dowdy   

adj.不整洁的；过旧的

参考例句：

• She was in a dowdy blue frock.她穿了件不大洁净的蓝上衣。
• She looked very plain and dowdy.她长得非常普通，衣也过时。

8 fret   

v.(使)烦恼；(使)焦急；(使)腐蚀，(使)磨损

参考例句：

• Don't fret.We'll get there on time.别着急，我们能准时到那里。
• She'll fret herself to death one of these days.她总有一天会愁死的.

9 wares   

n. 货物, 商品

参考例句：

• They sold their wares at half-price. 他们的货品是半价出售的。
• The peddler was crying up his wares. 小贩极力夸耀自己的货物。

10 trench   

n./v.(挖)沟，(挖)战壕

参考例句：

• The soldiers recaptured their trench.兵士夺回了战壕。
• The troops received orders to trench the outpost.部队接到命令在前哨周围筑壕加强防卫。

11 deployed   

（尤指军事行动）使展开( deploy的过去式和过去分词 )； 施展； 部署； 有效地利用

参考例句：

• Tanks have been deployed all along the front line. 沿整个前线已部署了坦克。
• The artillery was deployed to bear on the fort. 火炮是对着那个碉堡部署的。

12 collaboration   

n.合作，协作；勾结

参考例句：

• The two companies are working in close collaboration each other.这两家公司密切合作。
• He was shot for collaboration with the enemy.他因通敌而被枪毙了。

13 salespeople   

n.售货员，店员；售货员( salesperson的名词复数 )

参考例句：

• The shop usually employs additional salespeople for the Christmas toy trade. 这家商店通常雇一些临时售货员来做圣诞节玩具生意。 来自《现代汉英综合大词典》
• Under our new system, salespeople sit down with each of our dealers. 根据新的制度，销售人员应逐个地同承销商洽商。 来自辞典例句

14 odds   

n.让步，机率，可能性，比率；胜败优劣之别

参考例句：

• The odds are 5 to 1 that she will win.她获胜的机会是五比一。
• Do you know the odds of winning the lottery once?你知道赢得一次彩票的几率多大吗？

15 fusion   

n.溶化；熔解；熔化状态，熔和；熔接

参考例句：

• Brass is formed by the fusion of copper and zinc. 黄铜是通过铜和锌的熔合而成的。
• This alloy is formed by the fusion of two types of metal.这种合金是用两种金属熔合而成的。

16 smuggles   

v.偷运( smuggle的第三人称单数 )；私运；走私；不按规章地偷带（人或物）

参考例句：

17 galaxy   

n.星系；银河系；一群(杰出或著名的人物)

参考例句：

• The earth is one of the planets in the Galaxy.地球是银河系中的星球之一。
• The company has a galaxy of talent.该公司拥有一批优秀的人才。

18 choreographed   

v.设计舞蹈动作( choreograph的过去式和过去分词 )

参考例句：

• There was some carefully choreographed flag-waving as the President drove by. 总统的车经过时，人们按精心编排的动作挥舞着旗帜。
• Achim had choreographed the dance in Act II himself. 阿希姆自己设计了第2幕的舞蹈动作。 来自辞典例句

19 glamour   

n.魔力，魅力；vt.迷住

参考例句：

• Foreign travel has lost its glamour for her.到国外旅行对她已失去吸引力了。
• The moonlight cast a glamour over the scene.月光给景色增添了魅力。

20 Founder   

n.创始者，缔造者

参考例句：

• He was extolled as the founder of their Florentine school.他被称颂为佛罗伦萨画派的鼻祖。
• According to the old tradition,Romulus was the founder of Rome.按照古老的传说，罗穆卢斯是古罗马的建国者。

21 regain   

vt.重新获得，收复，恢复

参考例句：

• He is making a bid to regain his World No.1 ranking.他正为重登世界排名第一位而努力。
• The government is desperate to regain credibility with the public.政府急于重新获取公众的信任。

22 oversees   

v.监督，监视( oversee的第三人称单数 )

参考例句：

• She oversees both the research and the manufacturing departments. 她既监督研究部门又监督生产部门。 来自《简明英汉词典》
• The Department of Education oversees the federal programs dealing with education. 教育部监管处理教育的联邦程序。 来自互联网

23 knack   

n.诀窍，做事情的灵巧的，便利的方法

参考例句：

• He has a knack of teaching arithmetic.他教算术有诀窍。
• Making omelettes isn't difficult,but there's a knack to it.做煎蛋饼并不难，但有窍门。

24 seducing   

诱奸( seduce的现在分词 )； 勾引； 诱使堕落； 使入迷

参考例句：

• He got into trouble for seducing the daughter of a respectable tradesman. 他因为引诱一个有名望的商人的女儿而惹上了麻烦。
• Chao Hsin-mei, you scoundrel, you shameless wretch, seducing a married woman. 赵辛楣，你这混帐东西！无耻家伙！引诱有夫之妇。

25 declassified   

adj.解密的v.对（机密文件等）销密( declassify的过去式和过去分词 )

参考例句：

• Thousands of classified documents have now been declassified. 数以千计的保密文件现在被解密了。
• The software used for Siemens S7-300 encryption logic block declassified. 此软件用于对西门子S7-300加密逻辑块解密。