????蘋果（Apple）聘請博柏利（Burberry）CEO安吉拉?阿倫德負責(zé)零售及在線業(yè)務(wù)，為蘋果招徠了一名時尚達人、數(shù)字傳道者和千禧一代的營銷大師。

????這是是蘋果公司的一次勝利，而對于一度非常古板的英國奢侈品零售商博柏利來說，阿倫德的離開絕對是一大損失。自從阿倫德2006年接管公司以來，博柏利發(fā)生了顯著的變化。憑借前任羅絲?瑪麗?布拉芙打下的基礎(chǔ)，阿倫德將博柏利打造成一個全球時尚品牌，使公司市值增加了兩倍，達到113億美元。

????蘋果188億美元的零售業(yè)務(wù)是博柏利的六倍。在新工作中，阿倫德需要應(yīng)對快速增長所帶來的挑戰(zhàn)，同時保持增長速度。三星（Samsung）和微軟（Microsoft）始終在威脅蘋果的零售統(tǒng)治地位。而蘋果在中國市場卻一直處于掙扎狀態(tài)——在這個關(guān)鍵增長市場，博柏利卻取得了不俗的成績。

????蘋果CEO蒂姆?庫克承認，博柏利在數(shù)字方面的大膽嘗試是這個奢侈品牌在全球成功的關(guān)鍵。阿倫德是資深果粉，在店鋪中安排了配備iPad的銷售人員和互動試衣鏡，依托Facebook和Twitter來建立客戶忠誠，并通過引進年輕人才，對員工進行了換血。在去年的《財富》（Fortune）最具影響力商界女性（Most Powerful Women）倫敦大會上，她曾對本《財富》雜志的史蒂芬妮?麥塔透露，博柏利70%的員工都在30歲以下。僅博柏利倫敦總部的員工就來自四十個國家。

????博柏利從諾基亞（Nokia）和微軟（Microsoft）Xbox部門聘請了大量員工，并從時裝秀到員工通信等各個方面推進數(shù)字化。客戶關(guān)系管理公司Salesforce.com的CEO馬克?貝尼奧夫幫助阿倫德在硅谷暢行無阻，還幫助她將博柏利打造成一家“社會性企業(yè)”。她采用了Salesforce的Chatter平臺（相當(dāng)于Facebook的企業(yè)版），以提高博柏利內(nèi)部通信的效率。

????阿倫德將于明年前往蘋果公司就職，屆時她將回到自己的祖國。阿倫德于1960年出生在印第安納州的新巴勒斯坦，父親是一名企業(yè)家，母親是一位模特。安吉拉認為，她長大后應(yīng)該成為一名時裝設(shè)計師。結(jié)果卻相反，她卻選擇在多家時尚公司從事文員工作，這些公司包括：沃納科公司（Warnaco）、唐娜?卡蘭（Donna Karan）、亨利?班德爾公司（Henri Bendel）和麗詩加邦（Liz Claiborne）等。她在麗詩加邦創(chuàng)建了年輕時尚品牌幸運牛仔（Lucky Jeans）和橘滋(Juicy Couture)等。

????阿倫德是三個孩子的母親，素以不知疲倦的工作方式而聞名。她以前的老板唐娜?卡蘭告訴《財富》雜志：“她的投入和激情無人能及。她吃飯、喝水甚至睡覺的時候都在想著工作?！笨ㄌm在《財富》雜志2007年的一篇關(guān)于阿倫德的文章中曾經(jīng)回憶稱，阿倫德的第一個孩子差點就在辦公室里出生，當(dāng)時她正在為1995年的時裝展做準備。當(dāng)時，為了黛米?摩爾代言的廣告活動，公司正熱火朝天地進行準備，已經(jīng)快要足月的阿倫德一直工作到深夜，隨后她的手腳開始腫脹。她在完工后的第一天就生下了第一個兒子。

????蘋果公司將是阿倫德在時尚圈之外的第一家公司。不過，鑒于現(xiàn)在的科技正在向可穿戴技術(shù)發(fā)展，而且蘋果或許還會推出iWatch智能手表，所以說，她依然沒有離開時尚業(yè)。這番合作對阿倫德和蘋果都順理成章。阿倫德在《財富》雜志剛剛公布的2013年“全球最具影響力商界女性”榜單中名列第15位。明年，她將成為《財富》美國最具影響力商界女性排行榜的有力競爭者。（財富中文網(wǎng)）

????譯者：劉進龍/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.