As Apple prepares to dictate fashion and the former director of the fashion house her in this help

The appointment of Angela Ahrendts, fashion director general of the British house Burberry, has excited everyone - fans of technology and fashion. It is planned that Ahrendts leave Burberry in mid-2014 to proceed with the duties of Vice President of Apple's sales department. Over the years, in the face of Burberry, she changed the company beyond recognition - a brand previously associated with old-fashioned trench coat has become respected around the world for the use of high-tech innovation. In what direction Apple could change with the arrival of her?

Arendst is the second name from the world of high fashion, join the ranks of Apple employees this year. Earlier, Paul Deneuve resigned his post director general Yves Saint Laurent to head of special projects department of Apple. Presumably, he is working on gadgets that can try on, such as surrounded by numerous rumors iWatch watch. Both of these purposes - a serious reason to think about those who are working in the field of technology, underestimated the experience of the fashion industry to increase sales by creating a brand of "icons".

The market of luxury goods - that is always a huge scope. In fact, in known fashion brands marketing that yields the greatest results. Thus, to understand Apple personnel policy, we only need to understand the difference between the appliances designed for the average consumer and the fact that we call the high fashion industry.

For the last ten years, Apple has positioned itself as a company that provides affordable technology for everyday use. Ahrendts predecessor, John Brouett, before Apple was working in Dixons - trading network in the likeness of BestBuy, also sells consumer electronics. A Brouetta to this post was Ron Johnson, who came from the Target Company. It is to him we owe the designer shops and the well-known Apple Genius Bar. Past as Brouetta and Johnson much more connected with mass-market than with high fashion.

Past Ahrendts completely different. Since 2006, she led Burberry, and before that held senior positions in such fashion houses like Liz Claiborne, Henri Bendel and Donna Karan International. While Brouett and Johnson were well aware of the weakness of the average consumer, Ahrendts recognizes the importance of creating a brand for something more than just a product - the environment of his own culture.

Brands of consumer electronics are much less focused on "spiritual needs" of man, than the fashion industry. On the electronics market competitiveness depends largely on the price (the emphasis is on availability), brand recognition and technological innovations. While the sale of luxury goods, the emphasis is on the high price (which provides access only to units), brand identity and corporate design. After all, fashion - not that other, as a way to stand out in today's relatively equal society.

Because of its constant variability, fashion makes the obvious differences between social classes. Time after time, the elite gives birth to a new trend, but as soon as the masses pick it - throws and creates something new. In other words, fashion - a way for consumers to demonstrate their membership of a particular social group. This accessory, or a sense of belonging, is constantly being studied, because fashion - a very dynamic system, varies depending on whether that "trend" to date and completely independent of technology progress.

Under the leadership of Ahrendts Burberry fashion house got a chance to be reborn, not only as a brand, which is symbolic culture. Although, based on the formation of this image is the ability to follow the proposed style, wanting to stand out from the crowd, and season after season, to remain faithful to him, Ahrendts with Burberry becomes something more than the British fashion house -skoree, international style icon, and set a course of determining the trends for the whole industry. Things under the Burberry brand strongly associated with the cultures of different countries, and to some extent - became their characters. It is assumed that Burberry will be duly rewarded with a strong market position and increased sales.

It is expected that Apple Ahrendts and Paul Deneuve will be engaged in the same: give rise to the long haul of goods from the manufacturer "Consumer" to the luxury brand by revising its membership in the world of technology and adding a lot more style. And although they may be faced with some problems which were at Burberry, until the Apple focused on lifestyle marked by high style, buyers are likely to be in absolute delighted. But does this mean that changing the target audience at a much more narrow, the company can seriously lose in profit margins, because the world of high fashion, as you know, not everyone can afford?

(via)