掌门人跳槽苹果，博柏利何去何从

    苹果公司（Apple）确实魅力十足，连伦敦交易所富时100指数成份股公司之中收入最高的高管安吉拉•阿伦德都心动了，她愿意用博柏利首席执行官的头衔做交换，明年春季奔赴加州库比蒂诺城担任苹果的高级副总裁，主管这家科技巨头的互联网与零售店业务，而苹果首席执行官蒂姆•库克将成为她的直接上级。

    也曾任苹果零售运营高级副总的罗恩•约翰逊直到今年年初还在经营美国零售商彭尼公司（J.C.Penney）。他这样评价阿伦德的跳槽：“明智的选择。我喜欢她这个人，聪明、有创新精神、精力充沛、勇敢无畏，为人很好。我为苹果和做零售的苹果员工感到高兴。”

    阿伦德这次投奔苹果意味着苹果的确是万众瞩目的焦点，但这样的消息对博柏利来说无疑是种损失。这家总部设在英国的奢侈品零售商旗下品牌赢得了相当的公众认可。阿伦德离开后，博柏利管理层将重新洗牌，长期担任公司首席创意官的克里斯托弗•巴利将出任首席执行官，同时兼任原职。

    巴利与阿伦德最初在美国设计师唐娜•卡兰开设的同名女装品牌公司合作。巴利还帮助巴博柏利成功招徕了阿伦德加盟。两人有深厚的合作关系。这次首席执行官的职务交接看来应该是无缝接合。阿伦德一直毫不迟疑地称赞巴利，称他是“世界上最令人赞叹的合作伙伴”。

    去年《财富》（Fortune ）报道了博柏利崛起的经历，认为这家零售商已经成为科技业的宠儿。阿伦德接掌首席执行官一职时，博柏利的表现还不及其他经营奢侈品的同行。她和巴利认识到，他们必须接受这个品牌承袭的英国传统，同时要尽力争取新千年一代的消费者。

    巴利在博柏利做了大量工作，已经远非大多数其他公司的创意高管可比。去年，在博柏利伦敦的Horseferry House总部，巴利告诉《财富》记者：“消费者眼中的一切以及任何人从外部或内部看见、感觉或是接触到的一切，不管那是产品、音乐还是环境的体验，我都已经做到了。”虽然巴利在公司战略方面能起到帮助，但分析师担心，他还没有经受过首席执行官这个职位的考验，业务方面的经验不足。

    这次在《财富》采访期间，巴利也认可阿伦德的新东家。记者问巴利，他从哪里为博柏利那些雄心勃勃的数字愿景寻找灵感。他提到了苹果主管设计的高级副总裁乔纳森•埃维，自称是埃维的铁杆粉丝。“我一直是果粉，从一开始就是，”巴利说。“苹果这个品牌很对我的胃口。”（财富中文网）

    译者：若离  

    It says a lot about the allure of Apple that Angela Ahrendts, the head honcho at Burberry, was willing to trade in her title as CEO -- and as the highest paid executive on the London Stock Exchange's FTSE 100 index -- to become an SVP at the Cupertino, Calif.-based tech giant. In a newly created job that she'll take on in the spring, Ahrendts will head up online and retail stores and report to CEO Tim Cook.

    "Brilliant choice. I love her," says Ron Johnson, Apple's (AAPL) former SVP of retail operations, who until earlier this year ran J.C. Penney (JCP). "Smart, innovative, energetic, bold, and incredible with people. It makes me very happy for Apple and the retail employees."

    The move means all eyes are on Apple. But lost in the news has been Burberry, the U.K.-based luxury retailer with some serious brand recognition of its own. Burberry will undergo a management shuffle as Christopher Bailey, the company's longtime chief creative officer, will become CEO while maintaining his chief creative officer title.

    Bailey and Ahrendts first worked together at Donna Karan, and Bailey helped recruit her to Burberry. The two have had a strong partnership, and the CEO handoff seems as seamless as it gets. Ahrendts had always been quick to give Bailey credit, calling him the "most amazing partner in the world."

    As Fortune noted last year in its story on Burberry's rise as a retail darling within the tech industry, the company was underperforming compared to the rest of the luxury sector when Ahrendts took over as CEO. She and Bailey realized they had to embrace the brand's British heritage while simultaneously pursuing millennial consumers.

    Bailey was already doing more at Burberry than most creative officers at other companies. "I've got everything the consumer sees and everything anyone external or internal sees or feels or touches, whether that's an experience with product or music or environment," he told me during an interview last year at Burberry's Horseferry House headquarters in London. But while he has been instrumental in strategy, analysts are concerned that he's untested as a CEO and lacks experience on the business side.

    During the interview, Bailey also gave a nod to Ahrendts's new employer. When I asked where he found inspiration for Burberry's digital ambitions, he pointed to Apple and said he was a huge fan of the company's SVP of design, Jonathan Ive. "I've always been an Apple fan since the very beginning," he says. "Apple is my kind of brand."