Can Angela Ahrendts "think differently"?
Makradar Technologies / / December 19, 2019
Apple store in London's Regent Street - a building with splendid architecture. He is completely different from his fellow-store in New York on 5th Avenue, which is stored minimalist glass cube. These two, and more than 400 unique shops are Apple empire. And this empire will now lead Angela Ahrendts.
Walk further down to London. Not far from the Apple store located Burberry shop with a luxurious interior trim. But instead of smooth aluminum gadgets we see bags and clothes, from which emanates an atmosphere of elegance and warmth. This store attracts, invites to him to enter. Such a situation could make Angela Ahrendts, and it is ready to bring its magic as well Apple stores, placing people's emotional purchases - that's what Apple is trying by all means save.
Since the spring of next year it will be led by online and offline stores, subject to the CEO Tim Cook as Senior Vice President.
Why is it?
Ahrendts according by CNNMoney, last year became the highest-paid leader in the UK. That's impressive. The story of her life is like a fairy tale story where the main character has overcome the way of "from rags to riches": Angela grew up in a large family in a small American town, was raised "highly spiritual mother and father of the philosopher", which is reflected in her style of life and work. She speaks of human energy as an "emotional electricity", which "unites ordinary people, their souls, and allows you to make udiitelnye actions." It is "positive energy" Ahrendts attracted Tim Cook.
As for Apple's, the popularity of the company's products has already reached its peak and at a time when the market of smartphones and tablets is full, there is a decrease of popularity. But with retail stores, Apple's all right: in the last year they have opened 33 shops. This, though less than in 2011 (40 stores), but the geography. And each new store to be unique and attractive for customers - with such a task Ahrendts excellent job in the British company's suite.
Of course, this alone could not push Apple to the choice of this particular candidate. Ahrendts not only understands the power of intuition, but also on friendly terms with the technology. After she went to work at Burberry in 2006, she led more than 150-year-old brand to the next digital level, making it keeps pace with the times: Now Company fans on Facebook page can get an exclusive "goodies", and Twitter followers know about updates to Burberry even before they appear on the podium. And yet thanks to Angela, the company now uses programs such as Salesforce and the SAP, with the head of Salesforce she maintains friendly relations.
Another interesting idea to it - website artofthetrench.comWhere people can send their photos in brand Burberry coat. It is also curious that the buyers of goods Burberry in London can see how to do their thing: some things have an RFID tag, bringing to a phone, you can download this video. But that's not all: with the filing of a holographic fashion show Ahrendts was held in 2011 to celebrate the opening of its flagship store in Beijing.
Thus, Burberry Ahrendts managed to combine online and offline spheres. And it is ready to transfer its experience to Apple.