2023考研英語閱讀科技時(shí)尚單品
Technology and luxury goods
科技時(shí)尚單品
Catwalk credentials
優(yōu)雅融合
Why Burberry s boss is a perfect fit for Apple
Burberry老板與蘋果如此合拍，秘密何在?
AMONG stewards of big luxury brands Angela Ahrendts, the boss of Burberry, is probably thegeekiest.
Burberry的老板Angela Ahrendts可能是所有的大型奢侈品牌管理者中最不招人喜歡的。
Her main achievement has been to make the 150-year-old British company the mosttechnologically savvy of its peers.
他的主要成就就是使這所150年歷史的英國老牌企業(yè)成為同行中的技術(shù)型企業(yè)。
Burberry plans to be the first luxury company that is fully digital end to end, she boasts.
她夸口說Burberry計(jì)劃成為第一家完全數(shù)字化的奢侈品企業(yè)。
But what can she do for Apple, whichon October 14th said it would poach her to run its retailing operations?
但是蘋果于10月14日宣稱會插手她的零售業(yè)務(wù)，對此她又能有什么辦法呢?
Probably the opposite: revive a sense of style at a tech firm that has lately looked a bitdowdy.
也許相反，在一家科技公司恢復(fù)一種風(fēng)格有點(diǎn)過時(shí)。
Many purveyors of luxury fret about cheapening their wares by selling them online.
很多奢侈品供應(yīng)商擔(dān)心在網(wǎng)上銷售會降低商品價(jià)格。
Of the 100 biggest luxury brands just 56 have transactional websites, according to ExaneBNP Paribas, an investment bank.
據(jù)Exane BNP Paribas ，一家投資銀行稱100家頂級奢侈品牌中只有56家有網(wǎng)上交易平臺。
Ms Ahrendts, an American who took over Burberry in 2006, had no such hangups.
Ahrendts女士，這位于06年接管Burberry的美國人不這么認(rèn)為。
Not content with flogging calfskin trench coats online, she has deployed every platform,device or bit of software she could think of to romance customers and spark collaborationamong employees and suppliers.
不滿足于僅在網(wǎng)上出售皮制品，她已在各個(gè)平臺全面鋪開，用所能想到的一切設(shè)備吸引顧客，希望與顧客擦出火花。
iPad-wielding salespeople in Burberry stores can look up what customers have alreadybought, and suggest what might take their fancy next.
Burberry的店員手持IPAD隨時(shí)記錄顧客的購買信息，并預(yù)測他們的可能喜好。
Ms Ahrendts should add pizzazz to Apple s bricks-and-mortar shops, which are the mostprofitable in America measured by sales per square foot.
Ahrendts應(yīng)該投入更多精力在美國每季度盈利最多的蘋果實(shí)體店上。
But that seems a small job for a woman who last year was the highest-paid chief executiveof a company in the FTSE 100 share index.
但對于一個(gè)進(jìn)入去年福布斯百位收入最高企業(yè)高管的女士而言，這似乎是小事一樁。
At Apple, from next spring, she will merely be a senior vice-president.
至于蘋果，從下個(gè)春季開始她就僅僅是一個(gè)部門副主席
So the odds are that her brief will go well beyond managing Apple s stores. She can help itcrack the Chinese market, where its iPhones are also-rans in the race against cheapersmartphones from Samsung and local manufacturers.
所以很有可能她的表現(xiàn)會比在蘋果時(shí)更好。她能幫助蘋果打開競爭激烈的中國市場，這競爭來自于三星和中國國產(chǎn)智能機(jī)對IPHONE的競爭。
Burberry earns more than a third of its revenue in Asia compared with Apple s 28%.
較蘋果的28%，Burberry的亞洲市場盈利超過其總盈利的1/3。
A bigger job will be to ready Apple for the coming fusion of fashion and technology.
蘋果已經(jīng)準(zhǔn)備好了面對即將到來的時(shí)尚與科技融合的浪潮。
The most talked-about new devices are wearable.
現(xiàn)在被廣泛談及的新設(shè)備都是可戴式的。
Google s Glass smuggles a smartphone into a pair of spectacles.
谷歌眼鏡將智能機(jī)植入眼鏡。
Samsung s Galaxy Gear squeezes some smartphone functions into a wristwatch.
三星是能表將智能手機(jī)與手表融合。
Apple is also keen to surf the wearable wave.
蘋果也想趕上這一穿戴式科技浪潮。
An iWatch, which Apple may launch next year, would pull it towards Ms Ahrendts s home turf,since it would compete with fashionable timepieces like Burberry s.
蘋果可能會明年推出iWatch，鑒于可能與時(shí)尚腕表比如Burberry展開競爭，他可能會推向Ahrendts s女士的主場。
Apple has long been something of a fashion house.
蘋果現(xiàn)在已成為時(shí)尚工廠。
Its product launches are choreographed like catwalk shows.
他的項(xiàng)目都是精心設(shè)計(jì)的就像時(shí)裝秀一樣。
But its glamour has faded since the death of Steve Jobs, its founder, in 2011.
但是自從創(chuàng)始人喬布斯在2011年死后他的魅力正在逐漸削減。
His successor, Tim Cook, is striving to regain it.
而繼任者Tim Cook則在努力重獲魅力。
He recently hired Paul Deneve, the boss of Yves Saint Laurent, a French fashion house.
最近他雇了法國時(shí)尚工廠Yves Saint Laurent的老板Paul Deneve。
Sir Jony Ive, Apple s design guru, now oversees the look of software as well as hardware. MsAhrendts brings another eye for beauty, and a knack for seducing consumers.
Jony Ive蘋果首席設(shè)計(jì)師如今不僅要負(fù)責(zé)軟件也要負(fù)責(zé)硬件外觀。Ms Ahrendts則從另一個(gè)角度帶來美，吸引顧客。
詞語解釋
1.fit for 適于， 適合
Unfortunately, not all bottles are fit for recycling.
很不幸的是，并不是所有的瓶子都適合回收再利用。
Their paperback-like dimensions also make them anatural fit for e-books.
這種平裝書般的尺寸讓它們更適合作為電子書。
2.plan to 打算,計(jì)劃
Many plan to stomach more risk.
許多人計(jì)劃承擔(dān)更多的風(fēng)險(xiǎn)。
Other countries plan to buy or build more.
其他國家也打算購買或建造更多的潛艇。
3.according to 根據(jù)，按照;據(jù)所說
Again this is according to recently declassified information.
這也還是根據(jù)最近解密的信息得知的。
It did not go according to plan.
這個(gè)妥協(xié)方案并沒有按計(jì)劃執(zhí)行。
4.think of 考慮;想起
Does the poem make you think of spring?
這首詩有沒有讓你想到春天?
No, he could not think of that day.
不，他不想想起那一天。
Technology and luxury goods
科技時(shí)尚單品
Catwalk credentials
優(yōu)雅融合
Why Burberry s boss is a perfect fit for Apple
Burberry老板與蘋果如此合拍，秘密何在?
AMONG stewards of big luxury brands Angela Ahrendts, the boss of Burberry, is probably thegeekiest.
Burberry的老板Angela Ahrendts可能是所有的大型奢侈品牌管理者中最不招人喜歡的。
Her main achievement has been to make the 150-year-old British company the mosttechnologically savvy of its peers.
他的主要成就就是使這所150年歷史的英國老牌企業(yè)成為同行中的技術(shù)型企業(yè)。
Burberry plans to be the first luxury company that is fully digital end to end, she boasts.
她夸口說Burberry計(jì)劃成為第一家完全數(shù)字化的奢侈品企業(yè)。
But what can she do for Apple, whichon October 14th said it would poach her to run its retailing operations?
但是蘋果于10月14日宣稱會插手她的零售業(yè)務(wù)，對此她又能有什么辦法呢?
Probably the opposite: revive a sense of style at a tech firm that has lately looked a bitdowdy.
也許相反，在一家科技公司恢復(fù)一種風(fēng)格有點(diǎn)過時(shí)。
Many purveyors of luxury fret about cheapening their wares by selling them online.
很多奢侈品供應(yīng)商擔(dān)心在網(wǎng)上銷售會降低商品價(jià)格。
Of the 100 biggest luxury brands just 56 have transactional websites, according to ExaneBNP Paribas, an investment bank.
據(jù)Exane BNP Paribas ，一家投資銀行稱100家頂級奢侈品牌中只有56家有網(wǎng)上交易平臺。
Ms Ahrendts, an American who took over Burberry in 2006, had no such hangups.
Ahrendts女士，這位于06年接管Burberry的美國人不這么認(rèn)為。
Not content with flogging calfskin trench coats online, she has deployed every platform,device or bit of software she could think of to romance customers and spark collaborationamong employees and suppliers.
不滿足于僅在網(wǎng)上出售皮制品，她已在各個(gè)平臺全面鋪開，用所能想到的一切設(shè)備吸引顧客，希望與顧客擦出火花。
iPad-wielding salespeople in Burberry stores can look up what customers have alreadybought, and suggest what might take their fancy next.
Burberry的店員手持IPAD隨時(shí)記錄顧客的購買信息，并預(yù)測他們的可能喜好。
Ms Ahrendts should add pizzazz to Apple s bricks-and-mortar shops, which are the mostprofitable in America measured by sales per square foot.
Ahrendts應(yīng)該投入更多精力在美國每季度盈利最多的蘋果實(shí)體店上。
But that seems a small job for a woman who last year was the highest-paid chief executiveof a company in the FTSE 100 share index.
但對于一個(gè)進(jìn)入去年福布斯百位收入最高企業(yè)高管的女士而言，這似乎是小事一樁。
At Apple, from next spring, she will merely be a senior vice-president.
至于蘋果，從下個(gè)春季開始她就僅僅是一個(gè)部門副主席
So the odds are that her brief will go well beyond managing Apple s stores. She can help itcrack the Chinese market, where its iPhones are also-rans in the race against cheapersmartphones from Samsung and local manufacturers.
所以很有可能她的表現(xiàn)會比在蘋果時(shí)更好。她能幫助蘋果打開競爭激烈的中國市場，這競爭來自于三星和中國國產(chǎn)智能機(jī)對IPHONE的競爭。
Burberry earns more than a third of its revenue in Asia compared with Apple s 28%.
較蘋果的28%，Burberry的亞洲市場盈利超過其總盈利的1/3。
A bigger job will be to ready Apple for the coming fusion of fashion and technology.
蘋果已經(jīng)準(zhǔn)備好了面對即將到來的時(shí)尚與科技融合的浪潮。
The most talked-about new devices are wearable.
現(xiàn)在被廣泛談及的新設(shè)備都是可戴式的。
Google s Glass smuggles a smartphone into a pair of spectacles.
谷歌眼鏡將智能機(jī)植入眼鏡。
Samsung s Galaxy Gear squeezes some smartphone functions into a wristwatch.
三星是能表將智能手機(jī)與手表融合。
Apple is also keen to surf the wearable wave.
蘋果也想趕上這一穿戴式科技浪潮。
An iWatch, which Apple may launch next year, would pull it towards Ms Ahrendts s home turf,since it would compete with fashionable timepieces like Burberry s.
蘋果可能會明年推出iWatch，鑒于可能與時(shí)尚腕表比如Burberry展開競爭，他可能會推向Ahrendts s女士的主場。
Apple has long been something of a fashion house.
蘋果現(xiàn)在已成為時(shí)尚工廠。
Its product launches are choreographed like catwalk shows.
他的項(xiàng)目都是精心設(shè)計(jì)的就像時(shí)裝秀一樣。
But its glamour has faded since the death of Steve Jobs, its founder, in 2011.
但是自從創(chuàng)始人喬布斯在2011年死后他的魅力正在逐漸削減。
His successor, Tim Cook, is striving to regain it.
而繼任者Tim Cook則在努力重獲魅力。
He recently hired Paul Deneve, the boss of Yves Saint Laurent, a French fashion house.
最近他雇了法國時(shí)尚工廠Yves Saint Laurent的老板Paul Deneve。
Sir Jony Ive, Apple s design guru, now oversees the look of software as well as hardware. MsAhrendts brings another eye for beauty, and a knack for seducing consumers.
Jony Ive蘋果首席設(shè)計(jì)師如今不僅要負(fù)責(zé)軟件也要負(fù)責(zé)硬件外觀。Ms Ahrendts則從另一個(gè)角度帶來美，吸引顧客。
詞語解釋
1.fit for 適于， 適合
Unfortunately, not all bottles are fit for recycling.
很不幸的是，并不是所有的瓶子都適合回收再利用。
Their paperback-like dimensions also make them anatural fit for e-books.
這種平裝書般的尺寸讓它們更適合作為電子書。
2.plan to 打算,計(jì)劃
Many plan to stomach more risk.
許多人計(jì)劃承擔(dān)更多的風(fēng)險(xiǎn)。
Other countries plan to buy or build more.
其他國家也打算購買或建造更多的潛艇。
3.according to 根據(jù)，按照;據(jù)所說
Again this is according to recently declassified information.
這也還是根據(jù)最近解密的信息得知的。
It did not go according to plan.
這個(gè)妥協(xié)方案并沒有按計(jì)劃執(zhí)行。
4.think of 考慮;想起
Does the poem make you think of spring?
這首詩有沒有讓你想到春天?
No, he could not think of that day.
不，他不想想起那一天。
