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蒂芙尼如何吸引千禧一代 – 译学馆
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蒂芙尼如何吸引千禧一代

How Tiffany's Is Keeping Up With Millennials | Fast Company

– Tiffany’s is luxury.
蒂芙尼象征着奢侈
Tiffany’s is class.
蒂芙尼象征着等级
Tiffany’s is the ultimate American dream, when asking for that yes.
蒂芙尼象征着求婚时的终极美国梦
But with millennials, in no rush to put a ring on it,
但是随着千禧一代渐渐看淡婚姻
how does an almost two century old brand stay modern
将近两个世纪的老字号该如何保持时髦
without abandoning its heritage?
又不丢掉自己的传统呢
(upbeat music)
(欢快的音乐)
Tiffany’s was founded in 1837,
蒂芙尼公司成立于1837年
as a stationery and fancy goods emporium
定位主营文具和高档商品
called Tiffany, Young, & Ellis.
全称叫蒂芙尼•杨•埃利斯
By 1853, they discovered that their market niche
到了1853年 他们发现市场形势
was more jewelry, less stationery.
相比文具更倾向于珠宝
The company changed its name to Tiffany & Co.
公司名字也改成了蒂芙尼公司
Over the 20th century, Tiffany’s became synonymous with engagement rings,
整个20世纪 蒂芙尼成为了订婚戒指的代名词
thanks in large part to Audrey Hepburn
这很大程度要感谢奥黛丽•赫本在
in the 1961 film, Breakfast at Tiffany’s.
1961年出演的电影《蒂芙尼的早餐》
The brands reputation and luxury stature
它的品牌声誉和奢侈品形象
became a part of pop culture.
成为了当时潮流文化的一份子
But, as with most heritage brands,
但和很多传统品牌一样
there comes a time when heritage starts to sound a lot like old
在当今时代 传统听起来更像是老旧
By 2017, sales were in a serious slide,
到了2017年 其销售额开始严重下滑
as millennials and other younger customers looked
因为千禧一代和更年轻的顾客
elsewhere to find a cooler version of luxury.
开始寻找其他更酷的奢侈品牌
By February of that year, CEO Frederic Cumenal
同年2月 公司CEO弗里德里克•库门纳尔
resigned after two straight years of nose diving results.
由于连续两年销售额的暴跌而离职
In reaction to that major sales slump,
为了应对销售低迷
the company hired former Diesel CEO Alessandro Bogliolo
公司聘用了前迪赛CEO亚历山大•博格里奥
as its new Chief Exec.
作为新一任的首席执行官
And the company’s first Chief Artistic Officer, Reed Krakoff
而公司首席艺术官瑞德•克拉考夫
veteran of both Ralph Lauren and Coach.
有着在拉夫劳伦和蔻驰的丰富任职经历
– [Reed] The brand has been consistently, I would say
【瑞德】可以说这个品牌过去十年
traditional and somewhat quiet for the last decade
一直保持传统 甚至有些低调
or so in terms of newness.
至少在新鲜感方面是这样
We have our first new setting in love and engagement in ten years,
我们设计了十年里第一个关于爱和婚姻的新品
just launching now called Tiffany True.
现在已经上架了 叫作“蒂芙尼真爱”
Paper Flowers was the first fine jewelry launch in almost a decade.
花韵系列是近十年上架的第一款珠宝首饰
It all reflects a more casual brand added to but also,
这一切都反映出一个更休闲的但也
the most rarefied all with room to grow and expand.
仍有成长和扩张空间的更稀有的品牌
– An October 2018 report from consulting firm Bain
一份来自贝恩咨询公司2018年10月的报告指出
reported that people born between 1980 and 2010,
1980年至2010年间出生的人
had generated 80% of the growth
为奢侈品行业贡献了
in the luxury industry over the previous year.
超过上年度销售增长的80%
– [Reed] Everyone knows the film Breakfast at Tiffany’s,
【瑞德】每个人都知道《蒂芙尼的早餐》这部电影
so one of the very first things I worked on was the
所以我首先着手的事情之一就是
building and creating The Blue Box Cafe.
还原了电影中“蓝盒子咖啡厅”
and I was definitely a foreign to the new area.
而我绝对是这个新领域的外行
It’s something that Tiffany has never been in the business of before
这也是蒂芙尼公司此前从未涉足的领域
and an area that is really
而这个领域恰恰是
just the beginning of a next generation of retailing.
新时代零售业的开端
– After it’s initial success in New York,
蒂芙尼在纽约一炮而红之后
the brand is now exporting the cafe concept elsewhere
开始把这种咖啡厅概念输出到其他地方
to cash in on the experiential potential far beyond Fifth Avenue.
来利用这种远超第五大道的体验式潜力从中牟利
First is a pop-up breakfast cafe in Beverly Hills in May 2019
先是在2019年五月于比佛利山庄的唤醒早餐咖啡厅
and launching a Tiffany Cafe in Tokyo.
并在东京建了一个蒂芙尼咖啡厅
Tiffany’s experimentation hasn’t ended there.
蒂芙尼公司的实验并未到此结束
As with any brand, it faces the challenge
就像其他品牌一样 蒂芙尼也面临着
of breaking through the constant den of cultural noise
打破文化噪音牢笼的挑战
in order to get people’s attention.
来吸引人们的注意力
The brand’s advertising reflects a riskier less button-down approach.
它的品牌广告反映了一种更冒险 更不拘泥的方案
In its Spring 2018 campaign,
在它的2018春季活动中
a one in a half minute video,
一部名为《相信梦想》
staring Elle Fannin called Believe in Dreams
由艾丽·范宁出演的一分半的视频
featured both a nod to Breakfast at Tiffany’s
既致敬了《蒂芙尼的早餐》
and a custom Tiffany track by Asap Ferg.
也宣传了由阿萨普·弗雷格为蒂芙尼定制的专辑
Diamonds sparkle and Fanning sports a Tiffany blue hoodie.
钻石闪耀 而范宁身穿蒂芙尼蓝的连帽衫舞动着
Meanwhile, the brands Instagram feed is sprinkled
同时蒂芙尼的Instagram也到处推送
with the likes of Kendall Jenner and Lady Gaga.
肯达尔·詹娜和LadyGaga喜欢佩戴蒂芙尼的信息
– [Reed] You can be part of a brand 24/7 through social media
【瑞德】你可以通过社交媒体成为全天候品牌的一部分
to retail through online channels and many other ways.
来进行线上和其他渠道的销售
and you have to be really convincing.
并且你要变得非常有说服力
And you have to tell a coherent story.
你要讲述一个很有条理的故事
That’s really critical to have one over arching voice.
有一副高亢的嗓门真的很重要
I love the saying”brands are like people”.
我喜欢那句谚语“品牌如人”
You kind of have to get to know them
你必须去了解它们
and it’s a very organic iterative process.
这是一种有机迭代的过程
It’s not a straight line at all.
而完全不是直来直去的
So you do something in one part
所以你要做一些
of the business and product or in marketing in PR.
业务和产品内部的事或者市场公共关系的事情
Kinda have to take that in and see what it does
有点像要吸纳进来 然后观察
for the entire brand until the next piece.
它对整个品牌的作用 然后是下个片段
If you’re not conscious of that you’re not constantly challenging yourself
如果你对这些事不好奇 那也意味着你并没有在
in terms of things you’re doing.
自己从事的事情上挑战自我
It’s difficult to be successful at things unless you’re
成功是很难得 除非你
constantly reevaluating how the brand is tracking and how it’s evolving.
一直在重复评估品牌的轨迹和进化方向
– Looking ahead the brands buzz is as strong as its been in years
展望未来 品牌评价还像前几年一样强劲
and US sales have increased over the past three quarters.
过去三个季度美国的销售额也增加了
Still, challenges continue as US holiday sales
然而挑战还是存在的 美国的节日期间销售额
remain essentially flat compared to 2017,
相比2017年保持基本平缓
and sales in China have been slipping.
而中国的销售额却持续下滑
– [Reed] I don’t think too much about success
【瑞德】我不太关心成功
I just think about what’s next,
我只考虑下面要做什么
but knowing that Tiffany,
考虑到蒂芙尼
I really believe is the only American luxury brand
我一直相信它是唯一的美国奢侈品品牌
and the only brand that has credibility and commitment
也是唯一有信心和承诺
to create incredible craftsmanship and doing things the right way.
去创造不可思议的手工制品和做正确事情的品牌
The fact that we have such a long history of
我们拥有信誉 承诺和手工艺品
commitment and credibility and craftsmanship
的悠久历史的原因
is not a hard story to tell,
并不复杂
but it’s a story we need to be more forceful about.
但它是一个我们要变得更强大的故事
So I think I have an amazing palette and amazing opportunity
所以我认为我有很不错的平台和机会
and will drive the business forward.
并且能推动业务发展
– As with any brand,
对任何品牌来说
no one single move is a silver bullet for success.
没有任何行动能立竿见影
but what these recent moves by Tiffany’s demonstrate
但是蒂芙尼最近的行动也说明了
is that they’re willing to bet big when it comes to the brands future.
当关乎品牌未来时 他们也敢于豪赌

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