Apple Hires Former Levi's Senior VP for Retail Team

Discussion in ' News Discussion' started by MacRumors, Aug 21, 2013.

  1. macrumors bot


    Apr 12, 2001

    Apple has hired Levi Strauss' former Senior Vice President Enrique Atienza, reports 9to5Mac. Atienza, who formerly handled Levi's Retail Americas and Global Store Operations, is said to be working as a retail director overseeing multiple regions on the West Coast of the United States.

    While a Levi Strauss spokeswoman confirmed that Atienza had recently left the company, she declined to comment further on the departure. At Levi Strauss, Atienza was in charge of streamlining the company's global sales approach to create a better customer experience.

    9to5Mac also notes that Steve Cano, formerly a retail manager, was promoted to Vice President of Retail Operations earlier in the year. Atienza will report to Cano, who reports directly to Tim Cook.

    As Apple beefs up its retail team, the company is still searching for a new retail chief after John Browett was ousted last October as part of a major management restructuring. In August, The Wall Street Journal reported that Apple was only considering outside candidates for the position.

    Apple's retail operations are more important than ever as the company enters into the fall months with a slew of products to reveal. Both the iPhone 5S and the low-cost iPhone 5C are expected to debut in September, with the fifth-generation iPad and the iPad mini coming slightly later in the year.

    Article Link: Apple Hires Former Levi's Senior VP for Retail Team
  2. macrumors member

    Sep 14, 2012
  3. macrumors 68000


    Apr 13, 2009
    Middle England
  4. macrumors 6502a


    Jun 17, 2009
    The CCTV Capital of the World
    New iPhone 5s & 5C, now available in a denim (colour) option.
  5. macrumors 65816


    Jan 23, 2006
    Where I live
  6. macrumors 65816

    Apr 24, 2010
    Perhaps the new iPhone will be riveted?

    Seriously though, I had thankfully forgotten all about the Browett fiasco until it was mentioned in this article. <shudders>
  7. bedifferent, Aug 21, 2013
    Last edited: Aug 21, 2013

    macrumors 603


    Jan 8, 2009
    Nice to have a SVP* in Retail again, although disappointed that Paul Deneve, head of the Yves Saint Laurent fashion house joining Apple, isn't heading retail. Could been a better fit (pun intended) w/ design edge in line with Johnson's.

    *SVP, VP, CP, PP, CCCP - whatever, it's all the same to me.
  8. macrumors 6502a


    Jul 11, 2011
    Stone-washed iPhone anyone? or iPhone 5(01) now available in a denim (colour) option, perhaps will be riveted?
  9. macrumors 6502


    May 15, 2012
  10. macrumors 68020


    Mar 16, 2012
  11. macrumors 6502a


    May 7, 2011
    Maybe we'll see the comeback of the iPod socks as the iPhone jeans :)
  12. macrumors 603


    May 21, 2012
    We have a Levi's corporate store near me, and it's of my favorite shops. Always well laid out, clean, good staff.

    Sounds like a good hire to me.
  13. macrumors 65816

    Apr 16, 2004
    Drifting through space in a broken escape pod
    Levi's is an iconic, highly-regarded brand, though in recent years the company has struggled a bit. While I don't know much of Enrique Atienza, his experience at Levi's will no doubt be valuable to Apple, and I trust he'll be a good fit at Apple if he was a good fit at Levi's.
  14. macrumors 68040


    Jul 31, 2005
    That's just crazy!

    Apple is best at computers, iPhones, software, etc. Their decision to start selling jeans is plain stupid and ridiculous. I'm done with this company.

    Android, here I come!
  15. macrumors 68040

    Sep 4, 2009
    Very good move. Levi-Strauss has been experimenters with fashion centric wearable technologies over over two decades. They have financed many start-ups playing around placing microprocessors in clothing and wearable accessories with a fashion eye. Most only saw very limited distribution if only private beta testing.

    Been told that Levi's corporate is very conscience of it's blue collar / working man image and is not interested in "geeking up the brand" as some have called embracing wearable technologies. Thus, they are avoiding being a fashion company turning into a technology featured company while keeping most of their customer base. IMO, about the only fashion company that successfully did this is Fossil.

    Apple on the other hand is a technology company that became a fashion company. I'm sure this'll be a breath of fresh air for the him while also avoiding the commute from the Peninsula into the City. The commute from the Peninsula into Cupertino is not that bad and mostly a counter-commute.
  16. macrumors 68030


    Jul 19, 2013
    Western United States
    :lol: Not a surprising statement considering some of the other stuff I've been reading!
  17. macrumors 603


    May 21, 2012
    Between American Eagle, Aeropostale, Ambercrombie, Hollister, PacSun, Gap, Express, Old Navy, Lucky, and lord knows how many others, a company like Levi's is going to feel pinched. I don't think it's an issue of making a quality product, but establishing value and capturing mind-share in a massively crowded market.

    Either way, I like my local Levi's stores more than most other retailers.
  18. macrumors 6502a


    Jul 23, 2010
    My advice for new hires is that the people at the top aren't as smart as you think they are.

    Generally they've got a strong work ethic and they eat and breathe their job, but there's nothing "magical" in their thought process.

    I see this as just another calculated roll of the die.
  19. macrumors G5


    Nov 14, 2011
    I don't think this guy is an SVP. :confused:
  20. macrumors 6502


    Feb 8, 2013
    New York
    Are you currently sober?
  21. macrumors 6502

    May 3, 2011
    Upper Midwest
  22. macrumors 65816

    Apr 16, 2004
    Drifting through space in a broken escape pod
    There's been a few recent entrants that you didn't even mention that have really hit Levi's hard, copying many of Levi's traditional brand attributes, and they've had some issues trying to be everything to everyone (which is never a good idea when you're maintaining a brand). If they streamline a bit, they can probably regain their place. Even with all the new competition, though, they're a solid brand worn by pretty much everybody at some point in their lives.

    But anyway, they're not hiring this guy for their marketing department. I expect his responsibilities will be mainly operational. But he's worked for another company that was very brand-focused, so he'll fit in well with Apple's culture.
  23. macrumors 6502a


    May 16, 2012
    Amsterdam, The Netherlands
    The picture on the front page message looks really nice. Would love to visit this store once..
  24. macrumors 6502a


    Jul 12, 2011
    The new iJeans: Hiding unsightly erections, one nano-chip at a time. ;):D
  25. macrumors 68040

    Gasu E.

    Mar 20, 2004
    Not far from Boston, MA.
    They are a lot better than the ignorant negative crap that too often greets these announcements. No, I am not referring to your calling the jokes "corny".

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