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当前位置:首页 -> 10级英语阅读 - > 安杰拉阿伦茨能重新定义苹果商店吗
安杰拉阿伦茨能重新定义苹果商店吗
添加时间:2016-05-28 12:38:54 浏览次数: 作者:未知
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  • Four years ago, I took my kids to Amsterdam. After a long day of touring museums and canals, they started to whine2. Then I hit upon the perfect bribe3: look, there’s the Apple store. After half an hour of playing with iPads, iMacs and iPhones, they were all smiles as we walked back to the hotel.

    四年前,我带几个孩子去阿姆斯特丹。在参观了一整天博物馆、运河之后,他们开始叫苦。在那时,我突然发现了一个可以讨好他们的完美地点:看,那有一家苹果(Apple)商店。孩子们在那里玩了半小时ipad、iMac和iPhone,当我们步行回酒店时,他们满脸笑容。

    Their enthusiasm helps illustrate4 why Apple stores are generally considered the world’s most successful. Their glass walls and wooden tables full of gadgets5 generate far more sales per square foot than any big retail6 competitor.

    他们的热情有助于解释,为什么苹果商店通常被认为是全球最成功的商店。玻璃幕墙和木质桌子上满是各种电子小玩意儿,这里每平方英尺产生的销售额远超任何大型零售业竞争对手。

    This brings us to Thursday’s launch of Angela Ahrendts’ new vision for the company’s retail outlets7. The former Burberry chief executive, who was given a stock grant worth up to $68m on her arrival at the tech group, has spent the past two years rethinking its offering as its product range changes. The result, unveiled in San Francisco on the 15th anniversary of the first Apple store opening, will be rolled out across many of the group’s 400 stores in 18 countries.

    上周四,安杰拉•阿伦茨(Angela Ahrendts)推出了自己为苹果零售店所做的新设计。曾担任博柏利(Burberry)首席执行官的阿伦茨被挖到苹果时,获得了这家科技集团提供的价值最高达6800万美元的赠股。过去两年,随着苹果产品线的变化,她一直在思考如何改造苹果商店的呈现方式。在首家苹果商店开业15周年之际,全新设计的苹果商店在旧金山揭幕,该集团位于全球18个国家的400家商店中,许多都将应用这一全新设计。

    Mostly, her vision seems to involve even bigger glass doors and lots of plants. Every flagship store will have outdoor space — in San Francisco, the greenery-lined square will feature free WiFi and acoustic8 musicians on weekends. The Genius Bar, where customers go for help with technical issues, has been replaced by a Genius Grove9 stocked with trees and more space for people to sit while they wait. Tart1 commentators10 suggested the tree money might have been better spent on more staff to keep delays down.

    总体看来,她的设计似乎包括了比以前还要大的玻璃门以及大量的植物。每家旗舰店都将拥有室外空间——在旧金山店,绿树成荫的广场将覆盖免费WiFi,每逢周末还有音乐家现场演奏。帮助顾客解决技术问题的“天才吧”(Genius Bar)被树木成排的“天才林”(Genius Grove)取代,为等待的顾客提供更多坐下休息的空间。但刻薄的评论人士称,植树花费的钱或许还不如用于增加人手,以减少各种延误。

    On the more practical side, Apple staff will include “creative pros11” who can advise customers on how to use its technology for photography and making music. And it plans to woo small businesses with a dedicated12 area called the boardroom. The jargon13 is a bit sickening, but this probably reflects a sensible effort by the company to broaden its offerings with revenue from iPhones falling.

    更实用的举措是,苹果商店将纳入“创意专业人士”为自己的员工,他们能为顾客提供如何利用苹果技术拍照和制作音乐的建议。苹果还计划利用所谓“董事会议室”的专门区域吸引小型企业。这样做有点招人反感,但在iPhone销售收入下滑之际,该公司此举或许不失为扩大业务的明智之举。

    Apple says that it is responding to the fact that customers now go online for simple transactions and expect something more unique from actual stores. “It is kind of our fault that retail is changing,” said Ms Ahrendts. “Therefore, we realised that we needed to do something different with our physical space.”

    苹果表示,它是在回应这一现实,即:简单的交易,顾客如今都在线上进行;在实体店里,他们期待能有更独特的体验。“零售业正在转变,我们负有几分责任。”阿伦茨说,“因此,我们意识到,需要让我们的实体空间变得稍微与众不同一些。”

    This is not the first time Ms Ahrendts has sought to transform the shopping experience. Back in 2012 she reopened Burberry’s flagship London store, telling reporters it was designed to be the physical manifestation14 of the company’s “Burberry World Live” website. The media swooned, saying that the shop, which swapped15 out tills for roving sales staff with swipe machines, was a manifestation of the luxury group’s revolutionary digital-first approach.

    这并非阿伦茨首次试图改变购物体验。她在2012年就重新打造了博柏利的伦敦旗舰店,并对记者表示,设计理念是,让该店以实体形式呈现公司的“博柏利世界直播”(Burberry World Live)网站。媒体对此大加赞赏,称该店(店里手持刷卡机走来走去的销售人员取代了收银台)是这家奢侈品集团数字化革命的标志。

    Burberry, which was coming off a profit warning, then saw its sales soar, and its share price nearly doubled. Apple came calling and wooed Ms Ahrendts away.

    随后,原本遭遇盈利预警的博柏利出现了销售额飙升,股价几乎翻了一番。后来苹果主动找上门,将阿伦茨挖走。

    Since then, the news has not been so good. Burberry has been hit hard by a fall in Chinese sales. Shares have dropped 35 per cent in the past 12 months, despite a £25m cost-cutting drive. The company is now considering bringing in a senior manager to shore up Christopher Bailey, who has held both the top design position and the chief executive role since Ms Ahrendts’ departure.

    自那时起,形势发展一直不顺。中国区销售额下滑重创了博柏利。过去12个月,该公司股价下跌了35%,尽管推出了削减成本2500万英镑的计划。如今,博柏利正在考虑聘请一名高级经理来辅佐克里斯托弗•贝利(Christopher Bailey),自阿伦茨离开后,贝利一直既担任创意总监、又担任首席执行官。

    Burberry’s current woes16 may have nothing to do with Ms Ahrendts. But perhaps her highly vaunted effort to reimagine luxury shopping was more about hype than real transformation17. Apple is about to find out.

    博柏利当前的困境可能与阿伦茨并无关联。但或许,她在重新定义奢侈品购物体验方面被过度吹嘘的努力更多的只是炒作,而非真正的变革。苹果即将发现答案。

     10级    英语新闻 


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    1 tart [tɑ:t] 0qIwH   第10级
    adj.酸的;尖酸的,刻薄的;n.果馅饼;淫妇
    参考例句:
    • She was learning how to make a fruit tart in class. 她正在课上学习如何制作水果馅饼。
    • She replied in her usual tart and offhand way. 她开口回答了,用她平常那种尖酸刻薄的声调随口说道。
    2 whine [waɪn] VMNzc   第11级
    vi.哀号,号哭;vt.哀诉;n.哀鸣
    参考例句:
    • You are getting paid to think, not to whine. 支付给你工资是让你思考而不是哀怨的。
    • The bullet hit a rock and rocketed with a sharp whine. 子弹打在一块岩石上, 一声尖厉的呼啸,跳飞开去。
    3 bribe [braɪb] GW8zK   第7级
    n.贿赂;vt.向…行贿,买通;vi.行贿
    参考例句:
    • He tried to bribe the policeman not to arrest him. 他企图贿赂警察不逮捕他。
    • He resolutely refused their bribe. 他坚决不接受他们的贿赂。
    4 illustrate [ˈɪləstreɪt] IaRxw   第7级
    vt.举例说明,阐明;图解,加插图,vi.举例
    参考例句:
    • The company's bank statements illustrate its success. 这家公司的银行报表说明了它的成功。
    • This diagram will illustrate what I mean. 这个图表可说明我的意思。
    5 gadgets [gæ,dʒets] 7239f3f3f78d7b7d8bbb906e62f300b4   第8级
    n.小机械,小器具( gadget的名词复数 )
    参考例句:
    • Certainly. The idea is not to have a house full of gadgets. 当然。设想是房屋不再充满小配件。 来自超越目标英语 第4册
    • This meant more gadgets and more experiments. 这意味着要设计出更多的装置,做更多的实验。 来自英汉非文学 - 科学史
    6 retail [ˈri:teɪl] VWoxC   第7级
    n.零售;vt.零售;转述;vi.零售;adv.以零售价格
    参考例句:
    • In this shop they retail tobacco and sweets. 这家铺子零售香烟和糖果。
    • These shoes retail at 10 yuan a pair. 这些鞋子零卖10元一双。
    7 outlets [ˈautlets] a899f2669c499f26df428cf3d18a06c3   第7级
    n.出口( outlet的名词复数 );经销店;插座;廉价经销店
    参考例句:
    • The dumping of foreign cotton blocked outlets for locally grown cotton. 外国棉花的倾销阻滞了当地生产的棉花的销路。 来自《简明英汉词典》
    • They must find outlets for their products. 他们必须为自己的产品寻找出路。 来自《现代汉英综合大词典》
    8 acoustic [əˈku:stɪk] KJ7y8   第10级
    adj.听觉的,声音的;(乐器)原声的
    参考例句:
    • The hall has a fine acoustic. 这个大厅的传音效果很好。
    • Animals use a whole rang of acoustic, visual and chemical signals in their systems of communication. 动物利用各种各样的听觉,视觉和化学信号来进行交流。
    9 grove [grəʊv] v5wyy   第7级
    n.林子,小树林,园林
    参考例句:
    • On top of the hill was a grove of tall trees. 山顶上一片高大的树林。
    • The scent of lemons filled the grove. 柠檬香味充满了小树林。
    10 commentators [ˈkɔmənˌteɪtəz] 14bfe5fe312768eb5df7698676f7837c   第10级
    n.评论员( commentator的名词复数 );时事评论员;注释者;实况广播员
    参考例句:
    • Sports commentators repeat the same phrases ad nauseam. 体育解说员翻来覆去说着同样的词语,真叫人腻烦。
    • Television sports commentators repeat the same phrases ad nauseam. 电视体育解说员说来说去就是那么几句话,令人厌烦。 来自《简明英汉词典》
    11 pros [prəʊz] pros   第8级
    abbr.prosecuting 起诉;prosecutor 起诉人;professionals 自由职业者;proscenium (舞台)前部n.赞成的意见( pro的名词复数 );赞成的理由;抵偿物;交换物
    参考例句:
    • The pros and cons cancel out. 正反两种意见抵消。 来自《现代英汉综合大词典》
    • We should hear all the pros and cons of the matter before we make a decision. 我们在对这事做出决定之前,应该先听取正反两方面的意见。 来自《简明英汉词典》
    12 dedicated [ˈdedɪkeɪtɪd] duHzy2   第9级
    adj.一心一意的;献身的;热诚的
    参考例句:
    • He dedicated his life to the cause of education. 他献身于教育事业。
    • His whole energies are dedicated to improve the design. 他的全部精力都放在改进这项设计上了。
    13 jargon [ˈdʒɑ:gən] I3sxk   第7级
    n.术语,行话
    参考例句:
    • They will not hear critics with their horrible jargon. 他们不愿意听到评论家们那些可怕的行话。
    • It is important not to be overawed by the mathematical jargon. 要紧的是不要被数学的术语所吓倒.
    14 manifestation [ˌmænɪfeˈsteɪʃn] 0RCz6   第9级
    n.表现形式;表明;现象
    参考例句:
    • Her smile is a manifestation of joy. 她的微笑是她快乐的表现。
    • What we call mass is only another manifestation of energy. 我们称之为质量的东西只是能量的另一种表现形态。
    15 swapped [s'wɒpt] 3982604ac592befc46570aef4e827102   第8级
    交换(工作)( swap的过去式和过去分词 ); 用…替换,把…换成,掉换(过来)
    参考例句:
    • I liked her coat and she liked mine, so we swapped. 我喜欢她的外套,她喜欢我的外套,于是我们就交换了。
    • At half-time the manager swapped some of the players around. 经理在半场时把几名队员换下了场。
    16 woes [wəʊz] 887656d87afcd3df018215107a0daaab   第7级
    困境( woe的名词复数 ); 悲伤; 我好苦哇; 某人就要倒霉
    参考例句:
    • Thanks for listening to my woes. 谢谢您听我诉说不幸的遭遇。
    • She has cried the blues about its financial woes. 对于经济的困难她叫苦不迭。
    17 transformation [ˌtrænsfəˈmeɪʃn] SnFwO   第7级
    n.变化;改造;转变
    参考例句:
    • Going to college brought about a dramatic transformation in her outlook. 上大学使她的观念发生了巨大的变化。
    • He was struggling to make the transformation from single man to responsible husband. 他正在努力使自己由单身汉变为可靠的丈夫。

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