Burberry’s Angela Ahrendts makes a smart move to Apple

“Angela Ahrendts’ new job as head of Apple retail is her first gig outside of fashion. Given the Burberry CEO’s digital knowhow and Apple’s move toward wearable technology, it’s a natural fit,” Patricia Sellers writes for Fortune. “In recruiting Burberry (BURBY) CEO Angela Ahrendts to head its retail and online unit, Apple (AAPL) is acquiring a design fanatic, a digital evangelist, and a master of millennial marketing.”

“The move looks to be a win for Apple and a loss for the once-stuffy British luxury retailer, which has transformed remarkably since Ahrendts took charge in 2006,” Sellers writes. “Building on a turnaround set off by her predecessor Rose Marie Bravo, Ahrendts has expanded Burberry into a hip brand globally and has more than tripled the company’s stock-market value to $11.3 billion”

Angela Ahrendts
Angela Ahrendts
“Apple’s $18.8 billion retail operation is six times the size of Burberry. And in her new job, Ahrendts will be contending with the challenges of rapid growth and how to keep it going,” Sellers writes. “Samsung and Microsoft have been encroaching on Apple’s retail dominance. [Pfft. – MDN Ed.] Meantime, Apple has struggled in China — a critical growth market where Burberry has scored big.”

Read more in the full article here.

Related articles:
Salesforce CEO Benioff: Angela Ahrendts the next Apple CEO – October 29, 2013
Angela Ahrendts: High-class CEO – not for the reasons you’d think – October 17, 2013
Apple’s newest exec Ahrendts should shake things up, fit like a glove – October 17, 2013
Apple Retail: Meet the new boss, better than the old boss – October 17, 2013
Apple’s new retail chief Ahrendts has long championed the integration of technology and fashion – October 15, 2013
Tim Cook’s email to employees announcing hiring of Angela Ahrendts as retail chief – October 15, 2013
Apple hires Burberry CEO Angela Ahrendts as retail chief – October 15, 2013
Burberry CEO discusses iPhone 5s collaboration with Apple – September 17, 2013
Apple grants Burberry early access to iPhone 5s for fashion show photography – September 12, 2013
Apple’s long hunt for retail store chief continues – January 7, 2013
Apple Retail Stores in dire need of competent leadership – November 7, 2012
What’s – and who’s – next for Apple Retail Stores – October 31, 2012
Tim Cook takes full control of Apple: John Browett and Scott Forstall out; Jony Ive, Bob Mansfield, Eddy Cue and Craig Federighi get expanded responsibilities – October 29, 2012
Report traces Apple Store ‘mistake’ all the way to Tim Cook; shift in emphasis from service to profits comes from Cook, say insiders – August 29, 2012
Reports persist of Apple Retail Store budget cuts, emphasis on revenue over customer satisfaction – August 28, 2012
After being Browettized, Apple Retail touts numbers – August 20, 2012
Apple newbie John Browett brings Dixons to Apple Retail Stores – August 17, 2012
Dear Tim Cook: Apple’s retail focus should be on delighting customers, not generating cash – August 16, 2012
Apple Retail Store chief Browett: ‘We messed up’ with Dixons-eque staffing gamble; refutes layoffs – August 16, 2012
Apple retail chief Browett to get $56 million golden hello – May 27, 2012
Apple grants 100,000 shares to new retail head John Browett – April 25, 2012
Tim Cook emails UK customer: John Browett’s role isn’t to bring Dixons to Apple Retail – February 1, 2012
Eyebrows raised over Apple’s hiring of Dixons CEO to run Apple Retail Stores – January 31, 2012
Apple hires Dixons CEO John Browett as new retail chief – January 31, 2012
Burberry to outfit retail staff with Apple iPads in China stores – April 13, 2011


    1. Yea, my thoughts too.

      Not to mention a paid Samscum reporter: “Samsung and Microsoft have been encroaching on Apple’s retail dominance…”

      What drugs has Patricia been taking?

  1. I saw a little bracket thingy you could attach with the screws on the case of an iPhone 4, then put a ribbon through it and wear it around your neck. Maybe that is what she’s thinking of.

  2. New roles, international expansion, unparalleled growth, new horizons.

    Apple Inc. Is turning into the American Worldwide Consumer Electronics Giant, of yesterday’s Sony magnitude.

  3. Not long after Angela Ahrendts arrives at Apple and snaps her fingers, I expect a rapid overhaul of the online storefront, with social media integration and a tighter integration of the back end with the brick and mortar facilities. In terms of Apple’s objective of providing consumer delight to build customer loyalty, there is no substitute for face-to-face experience, but for consumers located far from the facilities, vicarious experience is almost as good a hook. She’s already had some of this social connectivity done at Burberry; I’d like to see the Apple version.

    But that will be the easier part. Opening more retail centers is the proven formula for extending Apple’s reach and sustaining growth through both outreach and retention. Fortunately she’ll have a CEO who thoroughly understands this and won’t be squinchy about the bankroll. Tim Cook will have her back.

  4. She has style, class and is very attractive. Definitely potential next CEO material when Tim Cook decides to hangup his coat.

    She’s gonna take style to a new level at apple – and yes I think it’s all about wearable embedded technology.

Reader Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.