Ahrendts to Apple: Fashion, saving technology
Angela Ahrendts appointment as Apple’s Senior Vice President of retail and online stores on Thursday was a clear indication of Apple’s innovation revolution campaign and a start to curb their recent slump in retail sales.
Having, revamped Burberry’s fortunes in seven unbelievable years, which saw the fashion brand change from being a recognisable couture piece of mature women to a global icon of youthful fashion for all sexes, Ahrendts’ saw her services desperately snapped up by Apple CEO, Tim Cook. Ahrendts methods included a strong online presence of the Burberry brand and a complete turnaround from the ancient views, which saw the brand go from “locally known” to “internationally desired”. This transformation is what the iconic mobile phone maker desperately needs, as retail ales plummeted to its lowest ebb since 2009.
Apple confirmed that Ms Ahrendts will be joining the mobile giant next year and will also take full control of its online retail arm. Technology was Ahrendts major tool in the transformation of Burberry, and with competitors, Samsung, closing in on Apple…they need a radical change in innovation strategies to match the growing competition.
The markets will certainly be excited about the proposed appointment which is a lot more than can be said with Blackberry’s appointment of American singer, Alicia Keys, as creative director – a move that brought lacklustre results and ended in both sides parting ways in 2013.
However, Ahrendts is the second luxury brand chief to join Apple, Yves Saint Laurent’s Paul Deneve also joins Apple as Vice President of the Special Projects section. These appointments signify Apple’s grand plan of being more than a mobile phone maker, but a brand trendsetter. Whether this changes the fortunes of the mobile phone giant, is something only time will tell.