Personal Background: Millard Drexler
GAP
3-year return: 451%
Age: 54
CEO since: 1995
個人資料:
米那德.朱克斯勒
GAP
三年的投資回報率：451%
年齡：54歲
任職CEO起始時間：1995年
Building a brand identity for gap blue jeans and T-shirts every bit as strong as that of
McDonald's Big Mac has been the key to Drexler's success, and last year, he outdid himself.
Thanks in part to nearly $400 million worth of marketing, much of it spent saturating television
airwaves with the Gap stores' "jump and jive" campaign and the Old Navy division's odd but
attention-grabbing ads featuring Carrie Donovan, 1998 earnings soared 45 percent to $775 million
on revenue of $8.8 billion. Drexler has also built one of the most visited shopping sites on the
Internet, protecting his flank from upstart E-commerce competitors intent on squeezing out
traditional retailers with cyber-malls.
為GAP牛仔褲和運動衫塑造了一個不同凡響的品牌形象是米那德.朱克斯勒獲得成功的關鍵，就如同麥當勞
公司的巨型MAC廣告形象一樣。去年，朱克斯勒又一次做出了超越自我的不凡舉措。這一部分是因為有四億美
元的銷售收入，另外一個很重要的因素便是GAO專賣店推出的有關"跟我一起跳搖擺舞"活動的電視廣播宣傳效
果，以及老海軍服飾（Old Navy products）奇特的引人矚目的廣告形象卡麗.道樂凡。1998年的收入提高了
45%，稅收達到了88億美元。此外，朱克斯勒還在因特網上建立了受訪率最高的購物網，粉碎了電子商務競爭
者們想要通過網上購物排擠傳統的零售商的計劃。
Business philosophy: Design simple yet stylish clothing, and do it fast enough to stay ahead
of imitators.
運營理念：設計出式樣簡單但有風格的服裝，并且其市場運營要盡可能快地趕在仿造者的前面。
Headaches: Fashion trends, except when he's creating them. Just when velvet leggings seem to
be in again, along come khakis. Drexler also needs to keep an eye on averting controversy over
the Gap's use of third-world labor.
最頭痛的事情：瞬息萬變的時尚走向。當然這得排除他正在設計制造當中的款式。同時，朱克斯勒還不得
不關注有關對GAP公司使用第三世界國家勞動力的情況的輿論和報道。
（未完待續）
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