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Apple Hires Senior Gap Marketer as Director of Global Marketing Communications

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Apple is continuing to make hires from the retail/fashion industry, most recently taking on Marcela Aguilar, former senior global director of marketing and communications at Gap. According to Ad Age Aguilar will be taking on the role of director of global marketing communications at Apple.

Apple has been snapping up several employees with both retail and fashion experience as it prepares to launch its new Apple Watch, which it it is aiming to position as a fashion accessory. The Apple Watch, which the company calls the "most personal product" it's ever made, is available in two sizes with several different casings and a wide array of band options.

Prior to joining Apple, Aguilar worked on reimagining the Gap brand, increasing sales and introducing "fresh marketing." According to Gap's Global CEO, Aguilar was a "major part of the journey to return the brand to iconic status."
"Apple is getting a tested professional. Working on a major American brand like Gap means you are on a big stage, in bright lights, every day. That experience is priceless, and Apple demands people who know how to play at a high level," Mr. Farbman added. "Also, her experience in simply communicating the value of meaningful design and developing ideas that create an emotion -- rather than just communicate a product benefit -- should serve her well at Apple."
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Along with Aguilar, Apple's other prominent fashion-oriented hires have included Angela Ahrendts, the former Burberry CEO who now serves as Apple's retail chief and Paul Deneve, former Yves Saint Laurent CEO who now works on "special projects." Apple has also picked up Patrick Pruniaux, a former Tag Heuer Sales Director, and Musa Tariq, Nike's former director of social media and community. Most recently, the company hired famous designer Marc Newson, who will be working under Jony Ive.

Article Link: Apple Hires Senior Gap Marketer as Director of Global Marketing Communications
 
Article Link
https://www.macrumors.com/2014/09/10/apple-hires-senior-gap-marketer/
There's more to the job of a Director of Global Marketing Communications than just promotion of the Apple Watch.

Let's hope the new members of the marketing team don't give short shrift to Apple's other products.
 
watch watch watch....

While the Apple Watch is a companion notifier not just a watch, Apple sees that they are fighting for 'beach front property' on the wrist. The competition is NOT Samsung, but all the fashion time pieces. No one needs a watch to tell time. There are clock faces everywhere plus all phones, smart, or just feature. And a cheap watch is as good as the most expensive.

Think wrist not watch.

Think 'ear'. The next wearables, Headphones and earbuds, can do much more than transmit and receive sound. Apple will pursue this... I hope/guess. And again, style and fashion make or break.
 
Diversity is good

joshwenke said:
Glad they're not hiring a woman just because she's a woman just to boost their gender diversity. She's a good hire, nice job Apple.
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I agree, and add...
Boosting gender diversity for external metrics - not good. Boosting diversity because it makes the company better, it helps them "think different" and because it reflects Apple's core values - that's good.
 
Dragonfly47 said:
I hope all these fashion icons can get the male Apple leadership to tuck their shirts in and get Phil Schiller into a pair of Spanx.
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Your comment was funnier than what I logged in to write lol. I approve this message.
 
They must be trying to appeal to the middle aged demographic. No one shops at GAP anymore.
 
Yet another highly qualified and right priced person to be hired for 'something'.
Time will tell, hopefully. If it doesn't work out, she can always go back to the Gap and sell $10 jeans to 'tweens'...
 
A tech Company should not be to close to fashion INDUSTRY. Its like music INDUSTRY. I hate it. The watch idea is nice - and will progress over time but if they link it to close to designer fashion it will lose its appeal to those who themselves see as individualists.
 
Why?! Hire from The Gap? Seriously?

While I am all for harvesting potential cross-marketing ability in fresh fields, I have to wonder...hired from The Gap? Their US clothes and marketing have been abysmal for the last 2-10 years. They also own Old Navy and Banana Republic; haven't bought from any of those stores in years and I've gone in there trying! Read latest Marketwatch review on The Gap, here

Also, their latest campaign is entitled, "Dress Normal." Really? Wow. This is NOT Shift THinking....

Maybe the key word is 'former,' i.e. "Marcela Aguilar, former senior global director of marketing and communications at Gap" ?? Hopefully, The Gap was not her most recent job or she was always secretly rogue re all the missteps The Gap has demonstrated, at least in the US lately? Yikes.
 
Fred Stein said:
While the Apple Watch is a companion notifier not just a watch, Apple sees that they are fighting for 'beach front property' on the wrist. The competition is NOT Samsung, but all the fashion time pieces. No one needs a watch to tell time. There are clock faces everywhere plus all phones, smart, or just feature. And a cheap watch is as good as the most expensive.
...
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Um what? I need a watch to tell time. I don't use my phone for that purpose. If I am not wearing a watch and I need to check the time I automatically flick my wrist to see the time regardless! I don't even think of checking my phone. What I don't need is a watch that needs to be charged every day/every other day/or whatever they get it to do. While it is a cool device, I think for what it does won't change my life for the better and I am quite content with my analogue watch.
 
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