“Angela Ahrendts stands on the snowy steps in front of the former Carnegie Library in Washington, DC. This noble construction, built between 1901 and 1903, and once filled with books, will soon become an Apple store – and something more. Alongside $1,250 iPhones and $130 Apple Pencils, the space will play host to creative workshops, sketching tours of the neighbourhood and author readings that will be live-streamed to other stores around the world,” Suzy Menkes writes for Vogue Business. “This is retail, but not as we know it.”

“As chief executive of Burberry from 2006 to 2014, Ahrendts, 58, proved that a bricks-and-mortar store could appeal to the millennial generation,” Menkes writes. “Five years ago, she left London for Silicon Valley – and since then has been dreaming up a new vision for retail at one of the world’s largest technology companies.”

“Retail has never been so in need of reinvention. Since 2017 almost 10,000 stores in the US have closed their doors. Some analysts predict that by 2022 one in four US malls could be out of business. Although 2018 showed some signs of improvement, the twin threat remains: retailers around the world need to find a way to both compete with online shopping and to attract younger, more demanding customers,” Menkes writes. “No company is doing experiential retail with the same level of scale or ambition as Apple. Its ‘Today at Apple’ programme offers classes, talks, concerts and workshops, each designed, in Ahrendts’s words, to ‘enrich lives.'”

Read more in the full article here.

MacDailyNews Note: Having Ahrendts, with a highly successful CEO-ship on her resume and available to step in for Cook at a moment’s notice should some unforeseen tragedy happen, is invaluable.

Find out more about “Today at Apple” here.

SEE ALSO:
Why Angela Ahrendts left Burberry for Apple – June 20, 2018
Ralph Lauren to add Apple’s Angela Ahrendts to Board of Directors – May 9, 2018
International Women’s Day: Angela Ahrendts, the retailer – March 8, 2018
Angela Ahrendts is again Apple’s best-paid employee – December 29, 2017
Apple now requires CEO Tim Cook to fly only on private jets – December 28, 2017
Apple CEO Tim Cook paid close to $102 million for fiscal 2017 – December 28, 2017
Forbes’ World’s 100 Most Powerful Women: Angela Ahrendts #13, Laurene Powell Jobs #14 – November 2, 2017
Tim Cook took home $10.3 million, Angela Ahrendts earned $25.7 million in 2015 – January 6, 2016
Apple’s Angela Ahrendts emerges as highest-paid U.S. woman with $83 million – May 5, 2015
Apple’s retail chief Angela Ahrendts paid $73.4 million in cash and stock last year; BoD member Drexler steps down – January 22, 2015
Apple’s new retail chief Ahrendts granted $68 million in restricted stock – May 6, 2014