碧昂丝与李维斯：这一合作如何将品牌推向新高度 2

1

[13] It's been a great lesson also with the team, as we become... I know we'll talk about this, but really becoming a retailer. How you can move with speed and agility and capture these moments, because they don't come around very often.

显示译文▼

这对团队来说也是很好的一堂课，因为我们正在……我知道我们会谈到这一点，但确实是正在成为一家零售商。如何能够迅速灵活地行动并抓住这些机会，因为这样的机会并不常有。

2

[14] They truly don't. One more question on Beyonce before we move on. How are you measuring her impact? You mentioned to me about Beyonce scorecards. Tell us about those.

显示译文▼

主持人：他们确实没有。在我们继续之前，再问一个关于碧昂丝的问题。您是如何衡量她的影响力呢？您之前跟我提到过碧昂丝的评分表。跟我们讲讲吧。

3

[15] So we do. I mean, we do have a scorecard, and the last one I looked at, now we've only been live for two weeks, but we've had over 2.4 billion impressions. 2.4 billion! I mean, when you think about it, I still have a hard time getting my head around it.

显示译文▼

米歇尔·加斯：确实如此。我的意思是，我们确实有一份成绩单，我上次查看的时候，虽然我们才上线两周，但已经有超过24亿次的曝光量。24亿！想想看，我到现在还是觉得难以置信。

4

[16] I mean, she is a cultural icon, a culture shaper. She's got over 300 million global followers. So, it's just incredible. It's a privilege, it's an honor. And like we've had a relationship with her for decades.

显示译文▼

她是一位文化偶像，一位文化塑造者。她在全球拥有超过3亿粉丝。所以，这简直太不可思议了。这是一种荣幸，是一种荣耀。而且我们和她合作已经有几十年了。

5

[17] Our hope is that, decades to come, this particular campaign is happening in chapters. So that was chapter one. She is wearing a pair of 501s, but she will be wearing other things in the chapters to come.

显示译文▼

我们的期望是，在未来的几十年里，这个特别的活动会以不同的篇章呈现。所以这是第一章。她穿着一条李维斯501S系列牛仔裤，但在接下来的篇章中，她还会穿其他的款。

6

[18] And I have to say, Ellie, there's been a lot of questions about my jacket today, So, I think we have to take the mystery away. But actually, this was one of the many options that was created for Beyoncé for the shoot, but she did not choose to wear it. So, I get to wear it.

显示译文▼

而且我得说，艾莉，今天关于我的这件夹克有很多问题，所以我觉得咱们得揭开这个谜团。实际上，这是为碧昂丝拍摄时设计的众多款式之一，但她没选这件穿，所以我就穿上了。

7

[19] But I will tell you, given all the feedback I'm getting at this conference, I suspect this will be in production here in the coming year. So, stay tuned!

显示译文▼

不过我要告诉你，鉴于我在本次大会收到的所有反馈，我猜这件明年就会投入生产。所以，敬请期待！

8

[20] You joined Levi's last year as president and designated CEO. You spent a year working alongside your predecessor, Chip, and then at the start of this year, you became officially CEO.

显示译文▼

主持人：您去年加入李维斯担任总裁并被指定为CEO。您花了一年时间与您的前任CEO奇普（奇普・伯格 Charles V. Bergh）共事，然后在今年年初正式成为CEO。

9

[21] Now, that's an unusual and really interesting succession plan. Can you take us back to the conversations between you and Chip that led to that structure?

显示译文▼

这确实是一个不同寻常且非常有趣的继任计划。您能否带我们回顾一下您和奇普之间的对话，正是这些对话促成了这样的安排？

10

[22] Yes, absolutely. Well, you know, I'd say it was unconventional, but quite intentional, and the unconventional piece was not only was it, "Okay, I'm coming in, I'm going to take a year to learn the business, the culture, and importantly, the team."

显示译文▼

米歇尔·加斯：是的，没错，你知道，我得说这有点不走寻常路，但却是有意为之，而且这种不同寻常之处不仅在于“好吧，我要来了，我要花一年时间来了解业务、文化，更重要的是团队。”

11

[23] But I was a sitting CEO at Kohl's for five years, and one of his biggest customers, and that's how I got to know him over a decade ago, we sold a lot of Levi's, and I instantly fell in love, I mean, I already was in love with the brand, but the company, the team, the values, everything it stood for.

显示译文▼

但我在科尔士百货担任了五年的CEO，而且是他们最大的客户之一，所以十多年前我就认识了他，我们卖了很多李维斯的产品，我一下子就喜欢上了李维斯，我是说，我本来就喜欢这个品牌，但公司的团队、价值观，它所代表的一切，我都喜欢。

12

[24] So as he started to think about retirement, he called me and just said, "What do you think about this idea?" - And I think you were actually at MPW two years ago when you were having some of these... - That was indeed two years ago, I think I was on the stage when I was still with Kohl's.

显示译文▼

所以当他开始考虑退休这件事时，他给我打了电话，就问了句：“你觉得这个想法怎么样？” - 我觉得你两年前在MPW（《财富》杂志MPW(Most Powerful Women)女性峰会）上的时候，就已经在思考这些问题了…… - 确实是在两年前，当时我还在科尔士百货公司，就在台上发言了。

1

这对团队来说也是很好的一堂课，因为我们正在……我知道我们会谈到这一点，但确实是正在成为一家零售商。如何能够迅速灵活地行动并抓住这些机会，因为这样的机会并不常有。

显示原文▼

[13] It's been a great lesson also with the team, as we become... I know we'll talk about this, but really becoming a retailer. How you can move with speed and agility and capture these moments, because they don't come around very often.

2

主持人：他们确实没有。在我们继续之前，再问一个关于碧昂丝的问题。您是如何衡量她的影响力呢？您之前跟我提到过碧昂丝的评分表。跟我们讲讲吧。

显示原文▼

[14] They truly don't. One more question on Beyonce before we move on. How are you measuring her impact? You mentioned to me about Beyonce scorecards. Tell us about those.

3

米歇尔·加斯：确实如此。我的意思是，我们确实有一份成绩单，我上次查看的时候，虽然我们才上线两周，但已经有超过24亿次的曝光量。24亿！想想看，我到现在还是觉得难以置信。

显示原文▼

[15] So we do. I mean, we do have a scorecard, and the last one I looked at, now we've only been live for two weeks, but we've had over 2.4 billion impressions. 2.4 billion! I mean, when you think about it, I still have a hard time getting my head around it.

4

她是一位文化偶像，一位文化塑造者。她在全球拥有超过3亿粉丝。所以，这简直太不可思议了。这是一种荣幸，是一种荣耀。而且我们和她合作已经有几十年了。

显示原文▼

[16] I mean, she is a cultural icon, a culture shaper. She's got over 300 million global followers. So, it's just incredible. It's a privilege, it's an honor. And like we've had a relationship with her for decades.

5

我们的期望是，在未来的几十年里，这个特别的活动会以不同的篇章呈现。所以这是第一章。她穿着一条李维斯501S系列牛仔裤，但在接下来的篇章中，她还会穿其他的款。

显示原文▼

[17] Our hope is that, decades to come, this particular campaign is happening in chapters. So that was chapter one. She is wearing a pair of 501s, but she will be wearing other things in the chapters to come.

6

而且我得说，艾莉，今天关于我的这件夹克有很多问题，所以我觉得咱们得揭开这个谜团。实际上，这是为碧昂丝拍摄时设计的众多款式之一，但她没选这件穿，所以我就穿上了。

显示原文▼

[18] And I have to say, Ellie, there's been a lot of questions about my jacket today, So, I think we have to take the mystery away. But actually, this was one of the many options that was created for Beyoncé for the shoot, but she did not choose to wear it. So, I get to wear it.

7

不过我要告诉你，鉴于我在本次大会收到的所有反馈，我猜这件明年就会投入生产。所以，敬请期待！

显示原文▼

[19] But I will tell you, given all the feedback I'm getting at this conference, I suspect this will be in production here in the coming year. So, stay tuned!

8

主持人：您去年加入李维斯担任总裁并被指定为CEO。您花了一年时间与您的前任CEO奇普（奇普・伯格 Charles V. Bergh）共事，然后在今年年初正式成为CEO。

显示原文▼

[20] You joined Levi's last year as president and designated CEO. You spent a year working alongside your predecessor, Chip, and then at the start of this year, you became officially CEO.

9

这确实是一个不同寻常且非常有趣的继任计划。您能否带我们回顾一下您和奇普之间的对话，正是这些对话促成了这样的安排？

显示原文▼

[21] Now, that's an unusual and really interesting succession plan. Can you take us back to the conversations between you and Chip that led to that structure?

10

米歇尔·加斯：是的，没错，你知道，我得说这有点不走寻常路，但却是有意为之，而且这种不同寻常之处不仅在于“好吧，我要来了，我要花一年时间来了解业务、文化，更重要的是团队。”

显示原文▼

[22] Yes, absolutely. Well, you know, I'd say it was unconventional, but quite intentional, and the unconventional piece was not only was it, "Okay, I'm coming in, I'm going to take a year to learn the business, the culture, and importantly, the team."

11

但我在科尔士百货担任了五年的CEO，而且是他们最大的客户之一，所以十多年前我就认识了他，我们卖了很多李维斯的产品，我一下子就喜欢上了李维斯，我是说，我本来就喜欢这个品牌，但公司的团队、价值观，它所代表的一切，我都喜欢。

显示原文▼

[23] But I was a sitting CEO at Kohl's for five years, and one of his biggest customers, and that's how I got to know him over a decade ago, we sold a lot of Levi's, and I instantly fell in love, I mean, I already was in love with the brand, but the company, the team, the values, everything it stood for.

12

所以当他开始考虑退休这件事时，他给我打了电话，就问了句：“你觉得这个想法怎么样？” - 我觉得你两年前在MPW（《财富》杂志MPW(Most Powerful Women)女性峰会）上的时候，就已经在思考这些问题了…… - 确实是在两年前，当时我还在科尔士百货公司，就在台上发言了。

显示原文▼

[24] So as he started to think about retirement, he called me and just said, "What do you think about this idea?" - And I think you were actually at MPW two years ago when you were having some of these... - That was indeed two years ago, I think I was on the stage when I was still with Kohl's.

1

[13] It's been a great lesson also with the team, as we become... I know we'll talk about this, but really becoming a retailer. How you can move with speed and agility and capture these moments, because they don't come around very often.
2

[14] They truly don't. One more question on Beyonce before we move on. How are you measuring her impact? You mentioned to me about Beyonce scorecards. Tell us about those.
3

[15] So we do. I mean, we do have a scorecard, and the last one I looked at, now we've only been live for two weeks, but we've had over 2.4 billion impressions. 2.4 billion! I mean, when you think about it, I still have a hard time getting my head around it.
4

[16] I mean, she is a cultural icon, a culture shaper. She's got over 300 million global followers. So, it's just incredible. It's a privilege, it's an honor. And like we've had a relationship with her for decades.
5

[17] Our hope is that, decades to come, this particular campaign is happening in chapters. So that was chapter one. She is wearing a pair of 501s, but she will be wearing other things in the chapters to come.
6

[18] And I have to say, Ellie, there's been a lot of questions about my jacket today, So, I think we have to take the mystery away. But actually, this was one of the many options that was created for Beyoncé for the shoot, but she did not choose to wear it. So, I get to wear it.
7

[19] But I will tell you, given all the feedback I'm getting at this conference, I suspect this will be in production here in the coming year. So, stay tuned!
8

[20] You joined Levi's last year as president and designated CEO. You spent a year working alongside your predecessor, Chip, and then at the start of this year, you became officially CEO.
9

[21] Now, that's an unusual and really interesting succession plan. Can you take us back to the conversations between you and Chip that led to that structure?
10

[22] Yes, absolutely. Well, you know, I'd say it was unconventional, but quite intentional, and the unconventional piece was not only was it, "Okay, I'm coming in, I'm going to take a year to learn the business, the culture, and importantly, the team."
11

[23] But I was a sitting CEO at Kohl's for five years, and one of his biggest customers, and that's how I got to know him over a decade ago, we sold a lot of Levi's, and I instantly fell in love, I mean, I already was in love with the brand, but the company, the team, the values, everything it stood for.
12

[24] So as he started to think about retirement, he called me and just said, "What do you think about this idea?" - And I think you were actually at MPW two years ago when you were having some of these... - That was indeed two years ago, I think I was on the stage when I was still with Kohl's.

碧昂丝与李维斯：这一合作如何将品牌推向新高度 2

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