評論
打印
Johnson said that the size of a store signaled the importance of the brand.
約翰遜認為商鋪的面積能夠體現品牌的重要性。
"Is Apple as big of a brand as the Gap?" he asked.
他問道：“蘋果有GAP那么大牌嗎？”
Jobs said it was much bigger.
喬布斯說要比GAP大多了。
Johnson replied that its stores should therefore be bigger. "Otherwise you won't be relevant."
約翰遜于是說，那蘋果零售店也應該比GAP的大。“否則你就是個無關緊要的牌子。”
Jobs described Mike Markkula's maxim that a good company must "impute"
喬布斯向他描述了邁克·馬庫拉的名言：一家好的公司要學會“灌輸”，
it must convey its values and importance in everything it does, from packaging to marketing.
它必須竭盡所能傳遞它的價值和重要性，從包裝到營銷。
Johnson loved it. It definitely applied to a company's stores.
約翰遜很喜歡這個概念。這絕對可以應用到零售店中。
"The store will become the most powerful physical expression of the brand," he predicted.
他說：“零售店將成為品牌最強有力的實體表達。”
He said that when he was young he had gone to the wood-paneled, art-filled mansion-like store that Ralph Lauren had created at Seventy-second and Madison in Manhattan.
約翰遜描述了自己年輕時第一次踏進拉爾夫·勞倫開在曼哈頓麥迪遜大道與72街交叉口處的店鋪時所看到的，四下鑲嵌著木板、如大廈般宏偉的店面散發著藝術氣息。
"Whenever I buy a polo shirt, I think of that mansion, which was a physical expression of Ralph's ideals," Johnson said.
“每當我買了一件polo衫，我都會想起那棟大廈，是對拉爾夫理念的實體表達。”
"Mickey Drexler did that with the Gap.
他還說：“米基·德雷克斯勒對GAP也采取了同樣的策略。
You couldn't think of a Gap product without thinking of the great Gap store
當你想到GAP品牌時，馬上就會聯想到它巨大的商鋪
with the clean space and wood floors and white walls and folded merchandise."
潔凈的空間、木質地板、白色墻面和整齊疊放的衣物。”
When they finished, they drove to Apple and sat in a conference room playing with the company's products.
結束了考察之后，他們開車回到公司，坐在會議室里把玩著公司的產品。
There weren't many, not enough to fill the shelves of a conventional store, but that was an advantage.
產品的數量不多，不足以裝滿一個傳統意義上的商店，但這反而是一個優勢。
The type of store they would build, they decided, would benefit from having few products.
他們決定要建立一個以“少”為特色的商店。
It would be minimalist and airy and offer a lot of places for people to try out things.
簡約、通透，給人們提供很多試用產品的位置。
"Most people don't know Apple products," Johnson said.
約翰遜說：“大多數人并不了解蘋果產品。
"They think of Apple as a cult. You want to move from a cult to something cool,
他們認為蘋果是一個異類。如果你想要從異類變成炫酷有趣，
and having an awesome store where people can try things will help that."
那么建立一個能給人們提供試用空間的商店會很有幫助。”
The stores would impute the ethos of Apple products: playful, easy, creative,
商店風格也將沿襲蘋果產品的特點：有趣、簡單、時髦、有創意，
and on the bright side of the line between hip and intimidating.
在時尚與令人生畏之間拿捏得剛剛好。
