博柏利女掌门跳槽苹果管零售

    苹果（Apple）聘请博柏利（Burberry）CEO安吉拉•阿伦德负责零售及在线业务，为苹果招徕了一名时尚达人、数字传道者和千禧一代的营销大师。

    这是是苹果公司的一次胜利，而对于一度非常古板的英国奢侈品零售商博柏利来说，阿伦德的离开绝对是一大损失。自从阿伦德2006年接管公司以来，博柏利发生了显著的变化。凭借前任罗丝•玛丽•布拉芙打下的基础，阿伦德将博柏利打造成一个全球时尚品牌，使公司市值增加了两倍，达到113亿美元。

    苹果188亿美元的零售业务是博柏利的六倍。在新工作中，阿伦德需要应对快速增长所带来的挑战，同时保持增长速度。三星（Samsung）和微软（Microsoft）始终在威胁苹果的零售统治地位。而苹果在中国市场却一直处于挣扎状态——在这个关键增长市场，博柏利却取得了不俗的成绩。

    苹果CEO蒂姆•库克承认，博柏利在数字方面的大胆尝试是这个奢侈品牌在全球成功的关键。阿伦德是资深果粉，在店铺中安排了配备iPad的销售人员和互动试衣镜，依托Facebook和Twitter来建立客户忠诚，并通过引进年轻人才，对员工进行了换血。在去年的《财富》（Fortune）最具影响力商界女性（Most Powerful Women）伦敦大会上，她曾对本《财富》杂志的史蒂芬妮•麦塔透露，博柏利70%的员工都在30岁以下。仅博柏利伦敦总部的员工就来自四十个国家。

    博柏利从诺基亚（Nokia）和微软（Microsoft）Xbox部门聘请了大量员工，并从时装秀到员工通信等各个方面推进数字化。客户关系管理公司Salesforce.com的CEO马克•贝尼奥夫帮助阿伦德在硅谷畅行无阻，还帮助她将博柏利打造成一家“社会性企业”。她采用了Salesforce的Chatter平台（相当于Facebook的企业版），以提高博柏利内部通信的效率。

    阿伦德将于明年前往苹果公司就职，届时她将回到自己的祖国。阿伦德于1960年出生在印第安纳州的新巴勒斯坦，父亲是一名企业家，母亲是一位模特。安吉拉认为，她长大后应该成为一名时装设计师。结果却相反，她却选择在多家时尚公司从事文员工作，这些公司包括：沃纳科公司（Warnaco）、唐娜•卡兰（Donna Karan）、亨利•班德尔公司（Henri Bendel）和丽诗加邦（Liz Claiborne）等。她在丽诗加邦创建了年轻时尚品牌幸运牛仔（Lucky Jeans）和橘滋(Juicy Couture)等。

    阿伦德是三个孩子的母亲，素以不知疲倦的工作方式而闻名。她以前的老板唐娜•卡兰告诉《财富》杂志：“她的投入和激情无人能及。她吃饭、喝水甚至睡觉的时候都在想着工作。”卡兰在《财富》杂志2007年的一篇关于阿伦德的文章中曾经回忆称，阿伦德的第一个孩子差点就在办公室里出生，当时她正在为1995年的时装展做准备。当时，为了黛米•摩尔代言的广告活动，公司正热火朝天地进行准备，已经快要足月的阿伦德一直工作到深夜，随后她的手脚开始肿胀。她在完工后的第一天就生下了第一个儿子。

    苹果公司将是阿伦德在时尚圈之外的第一家公司。不过，鉴于现在的科技正在向可穿戴技术发展，而且苹果或许还会推出iWatch智能手表，所以说，她依然没有离开时尚业。这番合作对阿伦德和苹果都顺理成章。阿伦德在《财富》杂志刚刚公布的2013年“全球最具影响力商界女性”榜单中名列第15位。明年，她将成为《财富》美国最具影响力商界女性排行榜的有力竞争者。（财富中文网）

    译者：刘进龙/汪皓  

    In recruiting Burberry (BURBY) CEO Angela Ahrendts to head its retail and online unit, Apple (AAPL) is acquiring a design fanatic, a digital evangelist, and a master of millennial marketing.

    The move looks to be a win for Apple and a loss for the once-stuffy British luxury retailer, which has transformed remarkably since Ahrendts took charge in 2006. Building on a turnaround set off by her predecessor Rose Marie Bravo, Ahrendts has expanded Burberry into a hip brand globally and has more than tripled the company's stock-market value to $11.3 billion.

    Apple's $18.8 billion retail operation is six times the size of Burberry. And in her new job, Ahrendts will be contending with the challenges of rapid growth and how to keep it going. Samsung (SSNLF) and Microsoft (MSFT) have been encroaching on Apple's retail dominance. Meantime, Apple has struggled in China--a critical growth market where Burberry has scored big.

    Apple CEO Tim Cook clearly recognizes that digital prowess has been critical to Burberry's success around the world. Ahrendts, a longtime Apple fan, has stocked the stores with iPad-clad salespeople and interactive mirrors, relied heavily on Facebook (FB) and Twitter to build customer loyalty, and overhauled the workforce by populating bringing in young talent. As she told Fortune's Stephanie Mehta at our Most Powerful Women London conference last year, 70% of Burberry employees are under age 30. Forty nationalities are represented in Burberry's London office alone.

    Burberry has lured employees from Nokia (NOK) and Microsoft's Xbox division and adopted a digital approach to virtually everything it does, from fashion shows to employee communications. Salesforce.com (CRM) CEO Marc Benioff has helped Ahrendts navigate Silicon Valley, as well as evolve Burberry into a "social enterprise." She adopted Salesforce's Chatter platform--a kind of corporate version of Facebook--to facilitate communication throughout Burberry.

    In moving to Apple next year, Ahrendts will come home to America. Born in 1960 in tiny New Palestine, Indiana, she's the daughter of an entrepreneur dad and a mom who was a model. Angela thought she might grow up to be a fashion designer. Instead, she ended up in corporate jobs at a string of fashion companies: Warnaco, Donna Karan, Henri Bendel, and then Liz Claiborne, where she built hip young brands like Lucky Jeans and Juicy Couture.

    Ahrendts, a mother of three, is renowned for her tireless work ethic. Her former boss Donna Karan told Fortune: "Her dedication and passion are unsurpassed. She eats, drinks, and sleeps it." In a 2007 Fortune profile of Ahrendts, Karan recalled her almost giving birth to her first child in the office as she was prepping a 1995 collection. The company was working feverishly to fit Demi Moore for an ad campaign, and a very pregnant Ahrendts worked late into the night as her hands and feet started to swell. Her son was born the day after she finished.

    Apple will be Ahrendts' first job outside the fashion world. Well, given where tech is moving--toward wearable technology and an Apple iWatch, perhaps?--she is sort of staying in fashion. For Ahrendts and for Apple, this fit makes sense. No. 15 on Fortune's just-released 2013international Most Powerful Women list. Ahrendts will be contender for Fortune's U.S. MPW rankings next year.