Burberry CEO Angela Ahrendts (53) is chief of IT giant’s 400 stores and marketplaces such as iTunes when she comes to Apple sometime in the spring.
appointment may be another sign that Apple is preparing a large-scale launch of iWatch, a digital bracelet with clock and functions that link the product to the user’s iPhone and iPad. Sales of the new clock is probably dependent on the product style and features to the taste of a younger audience worldwide.
It is not the first time that Apple chose to go to the fashion industry to find creative leaders who will give Apple products a cool image. In July, Apple has a deal with the head of the French fashion house Yves Saint Laurent, Paul Deneve.
He will be working on special projects for Apple CEO Tim Cook.
Cool mobiles
Smart watches regarded by Ahrendts and the pursuit of leaders coming from the fashion industry, shows that Apple will defend its status as a company with cool products tooth and nail. The pioneering era of Steve Jobs is replaced by a fierce battle for market share with Samsung and Google where Apple is losing ground.
Apple has traditionally avoided to reduce their prices dramatically to capture market share from competitors. Other brands like Nokia has noted that the quality and price war wiped out the good profit margins, and that only the largest suppliers, as Korean Samsung has the financial muscle to get through such shocks in the market.
Apple CEO Tim Cook seems more interested in developing the upscale image that Apple did after the launch of iPhone in 2007 and iPad later. Apple’s latest innovations have hardly strengthened Apple’s profile after a few rounds of disappointing receptions in the market.
Fashion bosses may therefore be important for Apple in the near future.
Harvested praise
The new EVP Ahrendts has received praise from many quarters for his time in English Burberry’s. She has received a great deal of credit for Burberry’s has become a global brand.
same time claims analysts to news service Bloomberg that she stops at a time when Burberry’s face a strategic choice: Should the company move up in the absolute luxury layer, which include Louis Vuitton is, or should Burberry’s grow in the upper part of mass market? The layer under the ultimate luxury goods is less prestigious, but caters to several customers.
Under Ahrendts’ leadership, the demand for the upscale fashion line outside the UK and Europe extensively, including in emerging markets in Asia, particularly in China. The company built up by using clothes and eventually purses and other accessories from the checkered tartanmønsteret that has been Burberry’s hallmark.
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