碧昂丝与李维斯：这一合作如何将品牌推向新高度 3

1

[25] But that's when it all started happening. It moved very quickly, but it was really important. When you think about Levi's, right? We're 171 years old. Tremendous responsibility. Anybody who takes the mantle of leadership for this company and for all of Levi's stakeholders, the Chip, the board, the Haas family still owns over 70% of the business, was really important to have an insider be able to transition and transition effectively.

显示译文▼

但就在那时，一切都开始发生了。事情进展得很快，但意义重大。想想李维斯吧？我们有171年的历史了。责任重大。对于任何接过这家企业领导权以及李维斯所有利益相关者的人来说，无论是奇普、董事会还是哈斯家族（他们仍持有公司 70%以上的股份），让内部人员能够顺利过渡并且有效过渡，这一点真的很重要。

2

[26] And I know it was unconventional. I got lots of questions: "Wait, you're CEO of this big company, and then you're going to take this year?" I viewed it as an unbelievable gift, and I encourage anybody who has that kind of opportunity.

显示译文▼

我知道这很不寻常。我收到了很多问题：“等等，你是这家大公司的CEO，然后你打算休一年假？”我把它视为一份难以置信的礼物，我鼓励任何有这种机会的人。

3

[27] I think it was Pattie who talks about "The jungle gym and not the ladder⁽²⁾". I'm all about the jungle gym. I mean, if I think about my career, so many of the opportunities that were unconventional led to the biggest opportunities.

显示译文▼

我记得帕蒂说过，“要选择网格攀爬架而非直梯”。我完全赞同“网格攀爬架”。如果回想我的职业生涯，很多看似不寻常的机会最终都带来了最大的机遇。
⁽²⁾ Careers are a jungle gym, not a ladder：《财富》杂志资深编辑帕蒂·塞勒斯（Pattie Sellers）的语录。意思是职业生涯不是爬直梯，梯子让人直线前行，而网格攀爬架（jungle gym）意味着可以横向、甚至倒退绕行前行。jungle gym适合于每个人，尤其是准备重入职场的女性。

4

[28] Was it nerve-wracking? Was there ever a chance that you wouldn't get the top job during that year?

显示译文▼

那是不是很紧张？那一年里有没有可能你拿不到那个最高职位？

5

[29] There's always a chance. I mean, you're not in it until you're in it. But, like anything, there's a level of, any kind of when you make a move like that, but I just so believed in the company, the brand, Chip, the team. And as soon as I landed there, it was like, "Oh my God, this is a dream come true."

显示译文▼

米歇尔·加斯：总是有机会的。我的意思是，不到最后一刻，谁也不知道结果。但就像任何事情一样，当你做出那样的决定时，总会有些顾虑。不过，我就是非常相信这家公司、这个品牌、奇普以及整个团队。我一到那里，就感觉“天哪，梦想成真了。”

6

[30] I felt like all my experiences, going back to Procter & Gamble, 17 years at Starbucks, a decade at Kohl's, having been a CEO, prepared me for this role, which is truly a dream job.

显示译文▼

我觉得自己所有的经历，从宝洁公司开始，再到星巴克的17年，还有在科尔士百货的10年，以及担任过CEO的经历，都让我为这个角色做好了准备，这真的是梦寐以求的工作。

7

[31] Let's talk about numbers for a minute. So, last year Levi's reported revenue of $6.2 billion. Before you came on board, your predecessor had said that by the end of 2027, the company would hit $10 billion in revenue. You've recently delayed that timeline. You've been really transparent about why, saying it's the high cost of living impacting consumer spending.

显示译文▼

主持人：咱们先聊聊数字。去年，李维斯公司公布的营收为62亿美元。在您上任之前，您的前任CEO曾表示，到2027年底，公司营收将达百亿美元。但您最近推迟了这一时间表。您对此解释得很坦诚，称是高生活成本影响了消费者支出。

8

[32] At MPW, we talk about the high points, and we also like to talk about more challenging moments. So how does it feel to have to go out there and publicly say, "Hey, we're not going to hit that target"?

显示译文▼

在“MPW(Most Powerful Women)女性峰会”上，我们既会谈论高光时刻，也会探讨更具挑战性的时刻。那么，当您不得不公开表示“我们无法达成那个目标”时，您感觉如何？

9

[33] Yeah, no, I mean, I think from when that target was announced, the world looked very differently. And we're a lot smarter today on all the headwinds that are happening around the world.

显示译文▼

是的，不，我的意思是，我认为自从那个目标公布以来，世界看起来大不一样了。而且如今我们对世界各地正在发生的不利因素也有了更清晰的认识。

10

[34] So we haven't put a new date out there, but I have unbelievable conviction that we will become a $10 billion company. I mean, Levi's should be at least a $10 billion company, and we have clear line of sight on how to get there.

显示译文▼

所以我们还没有公布新的（营收破百亿）日期，但我坚信我们一定会成为一家价值百亿美元的公司。我的意思是，李维斯至少应该是一家价值百亿美元的公司，而且我们已经清楚地看到了实现这一目标的路径。

11

[35] I mean, when I go back to succession, when Chip joined 12 years ago, the company was in a tough state, the brand was in a tough state. He put the brand back in the center of culture, right? So I'm building off a great foundation. That's how you get opportunities like that, right?

显示译文▼

我的意思是，谈到传承，当前任CEO奇普12年前加入时，公司状况不佳，品牌也处境艰难。他把品牌重新置于企业文化的核心位置，对吧？所以我是在一个很好的基础上继续发展。这就是你能获得这种机会的原因，对吧？

12

[36] We never take it for granted, but our growth is going to be really going from being the best pair of blue jeans on the planet to head-to-toe denim lifestyle and selling lots of things like this and denim skirts and dresses and the jumpsuit I was wearing yesterday and everything that compliments.

显示译文▼

我们从不认为这是理所当然的，但我们的增长将从成为全球最好的牛仔裤品牌，发展到提供从头到脚的牛仔生活方式，销售像这样的商品、牛仔裙、牛仔连衣裙、我昨天穿的牛仔连体裤以及所有相关产品。

1

但就在那时，一切都开始发生了。事情进展得很快，但意义重大。想想李维斯吧？我们有171年的历史了。责任重大。对于任何接过这家企业领导权以及李维斯所有利益相关者的人来说，无论是奇普、董事会还是哈斯家族（他们仍持有公司 70%以上的股份），让内部人员能够顺利过渡并且有效过渡，这一点真的很重要。

显示原文▼

[25] But that's when it all started happening. It moved very quickly, but it was really important. When you think about Levi's, right? We're 171 years old. Tremendous responsibility. Anybody who takes the mantle of leadership for this company and for all of Levi's stakeholders, the Chip, the board, the Haas family still owns over 70% of the business, was really important to have an insider be able to transition and transition effectively.

2

我知道这很不寻常。我收到了很多问题：“等等，你是这家大公司的CEO，然后你打算休一年假？”我把它视为一份难以置信的礼物，我鼓励任何有这种机会的人。

显示原文▼

[26] And I know it was unconventional. I got lots of questions: "Wait, you're CEO of this big company, and then you're going to take this year?" I viewed it as an unbelievable gift, and I encourage anybody who has that kind of opportunity.

3

我记得帕蒂说过，“要选择网格攀爬架而非直梯”。我完全赞同“网格攀爬架”。如果回想我的职业生涯，很多看似不寻常的机会最终都带来了最大的机遇。

显示原文▼

[27] I think it was Pattie who talks about "The jungle gym and not the ladder⁽²⁾". I'm all about the jungle gym. I mean, if I think about my career, so many of the opportunities that were unconventional led to the biggest opportunities.
⁽²⁾ Careers are a jungle gym, not a ladder：《财富》杂志资深编辑帕蒂·塞勒斯（Pattie Sellers）的语录。意思是职业生涯不是爬直梯，梯子让人直线前行，而网格攀爬架（jungle gym）意味着可以横向、甚至倒退绕行前行。jungle gym适合于每个人，尤其是准备重入职场的女性。

4

那是不是很紧张？那一年里有没有可能你拿不到那个最高职位？

显示原文▼

[28] Was it nerve-wracking? Was there ever a chance that you wouldn't get the top job during that year?

5

米歇尔·加斯：总是有机会的。我的意思是，不到最后一刻，谁也不知道结果。但就像任何事情一样，当你做出那样的决定时，总会有些顾虑。不过，我就是非常相信这家公司、这个品牌、奇普以及整个团队。我一到那里，就感觉“天哪，梦想成真了。”

显示原文▼

[29] There's always a chance. I mean, you're not in it until you're in it. But, like anything, there's a level of, any kind of when you make a move like that, but I just so believed in the company, the brand, Chip, the team. And as soon as I landed there, it was like, "Oh my God, this is a dream come true."

6

我觉得自己所有的经历，从宝洁公司开始，再到星巴克的17年，还有在科尔士百货的10年，以及担任过CEO的经历，都让我为这个角色做好了准备，这真的是梦寐以求的工作。

显示原文▼

[30] I felt like all my experiences, going back to Procter & Gamble, 17 years at Starbucks, a decade at Kohl's, having been a CEO, prepared me for this role, which is truly a dream job.

7

主持人：咱们先聊聊数字。去年，李维斯公司公布的营收为62亿美元。在您上任之前，您的前任CEO曾表示，到2027年底，公司营收将达百亿美元。但您最近推迟了这一时间表。您对此解释得很坦诚，称是高生活成本影响了消费者支出。

显示原文▼

[31] Let's talk about numbers for a minute. So, last year Levi's reported revenue of $6.2 billion. Before you came on board, your predecessor had said that by the end of 2027, the company would hit $10 billion in revenue. You've recently delayed that timeline. You've been really transparent about why, saying it's the high cost of living impacting consumer spending.

8

在“MPW(Most Powerful Women)女性峰会”上，我们既会谈论高光时刻，也会探讨更具挑战性的时刻。那么，当您不得不公开表示“我们无法达成那个目标”时，您感觉如何？

显示原文▼

[32] At MPW, we talk about the high points, and we also like to talk about more challenging moments. So how does it feel to have to go out there and publicly say, "Hey, we're not going to hit that target"?

9

是的，不，我的意思是，我认为自从那个目标公布以来，世界看起来大不一样了。而且如今我们对世界各地正在发生的不利因素也有了更清晰的认识。

显示原文▼

[33] Yeah, no, I mean, I think from when that target was announced, the world looked very differently. And we're a lot smarter today on all the headwinds that are happening around the world.

10

所以我们还没有公布新的（营收破百亿）日期，但我坚信我们一定会成为一家价值百亿美元的公司。我的意思是，李维斯至少应该是一家价值百亿美元的公司，而且我们已经清楚地看到了实现这一目标的路径。

显示原文▼

[34] So we haven't put a new date out there, but I have unbelievable conviction that we will become a $10 billion company. I mean, Levi's should be at least a $10 billion company, and we have clear line of sight on how to get there.

11

我的意思是，谈到传承，当前任CEO奇普12年前加入时，公司状况不佳，品牌也处境艰难。他把品牌重新置于企业文化的核心位置，对吧？所以我是在一个很好的基础上继续发展。这就是你能获得这种机会的原因，对吧？

显示原文▼

[35] I mean, when I go back to succession, when Chip joined 12 years ago, the company was in a tough state, the brand was in a tough state. He put the brand back in the center of culture, right? So I'm building off a great foundation. That's how you get opportunities like that, right?

12

我们从不认为这是理所当然的，但我们的增长将从成为全球最好的牛仔裤品牌，发展到提供从头到脚的牛仔生活方式，销售像这样的商品、牛仔裙、牛仔连衣裙、我昨天穿的牛仔连体裤以及所有相关产品。

显示原文▼

[36] We never take it for granted, but our growth is going to be really going from being the best pair of blue jeans on the planet to head-to-toe denim lifestyle and selling lots of things like this and denim skirts and dresses and the jumpsuit I was wearing yesterday and everything that compliments.

1

[25] But that's when it all started happening. It moved very quickly, but it was really important. When you think about Levi's, right? We're 171 years old. Tremendous responsibility. Anybody who takes the mantle of leadership for this company and for all of Levi's stakeholders, the Chip, the board, the Haas family still owns over 70% of the business, was really important to have an insider be able to transition and transition effectively.
2

[26] And I know it was unconventional. I got lots of questions: "Wait, you're CEO of this big company, and then you're going to take this year?" I viewed it as an unbelievable gift, and I encourage anybody who has that kind of opportunity.
3

[27] I think it was Pattie who talks about "The jungle gym and not the ladder⁽²⁾". I'm all about the jungle gym. I mean, if I think about my career, so many of the opportunities that were unconventional led to the biggest opportunities.
4

[28] Was it nerve-wracking? Was there ever a chance that you wouldn't get the top job during that year?
5

[29] There's always a chance. I mean, you're not in it until you're in it. But, like anything, there's a level of, any kind of when you make a move like that, but I just so believed in the company, the brand, Chip, the team. And as soon as I landed there, it was like, "Oh my God, this is a dream come true."
6

[30] I felt like all my experiences, going back to Procter & Gamble, 17 years at Starbucks, a decade at Kohl's, having been a CEO, prepared me for this role, which is truly a dream job.
7

[31] Let's talk about numbers for a minute. So, last year Levi's reported revenue of $6.2 billion. Before you came on board, your predecessor had said that by the end of 2027, the company would hit $10 billion in revenue. You've recently delayed that timeline. You've been really transparent about why, saying it's the high cost of living impacting consumer spending.
8

[32] At MPW, we talk about the high points, and we also like to talk about more challenging moments. So how does it feel to have to go out there and publicly say, "Hey, we're not going to hit that target"?
9

[33] Yeah, no, I mean, I think from when that target was announced, the world looked very differently. And we're a lot smarter today on all the headwinds that are happening around the world.
10

[34] So we haven't put a new date out there, but I have unbelievable conviction that we will become a $10 billion company. I mean, Levi's should be at least a $10 billion company, and we have clear line of sight on how to get there.
11

[35] I mean, when I go back to succession, when Chip joined 12 years ago, the company was in a tough state, the brand was in a tough state. He put the brand back in the center of culture, right? So I'm building off a great foundation. That's how you get opportunities like that, right?
12

[36] We never take it for granted, but our growth is going to be really going from being the best pair of blue jeans on the planet to head-to-toe denim lifestyle and selling lots of things like this and denim skirts and dresses and the jumpsuit I was wearing yesterday and everything that compliments.

碧昂丝与李维斯：这一合作如何将品牌推向新高度 3

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