Sidebar Sidebar
Become a MacRumors Supporter for $50/year with no ads, ability to filter front page stories, and private forums.

Tim Cook's Email to Employees on Hiring Burberry CEO Angela Ahrendts as New Retail Chief

Here's the question: Does she realise that she needs to make dollars by selling devices, and not save pennies on the staff?
 
I have a much better feeling about her than i did Browett, but as someone who's been to a Dixons store that was never going to be hard to be honest.
 
Marsha, Marsha, Marsha!…

(Sorry, couldn't resist. She does look like the older version of Maureen McCormick).
 
I think she's a good fit. She understands luxury brands, and while it may be way more mainstream now, the people who spend money on new devices every year still expect luxury service. Hopefully she can trickle down and bring that back.

Tim Cook in the interim was better than Browett, but I think his logistics background came out a little too strongly in the Genius Bar policy changes etc.

Dare we see the return of the true Concierge?! I can only hope.
 
re-Branding

apple-logo.jpg
 
Rogifan said:
Why did Steve Jobs bring on John Sculley?
Click to expand...

A rhetorical question, I presume. But for those who don't know, it was because Steve recognized that Apple was in desperate need of adult supervision. Nobody else at Apple at that point, including Steve, knew how to run a big company. For any other his other failings, Sculley knew how to run a tight ship, and Apple became more profitable than ever during the first few years of his tenure.

As for the hiring of Ahrendts, I think Cook has essentially admitted a mistake with Browett by picking someone with a history in high-end retailing.
 
It's all about the glasses. And we should expect to see Burberry patterned iPhones any time now.
 
Here's an interesting comment from Ahrendts on how she thinks of retail. I think this hire is nothing but a net positive for Apple.

http://www.fastcompany.com/3019991/...chief-angela-ahrendts-on-the-future-of-retail

"Everything we’ve done is counterintuitive to traditional selling organizations, with their traditional training. My dad used to always say that he could teach anything but he couldn’t teach how to feel. That’s the hardest part when you have 11,000 people: How do you teach them to feel how we feel? When I first started, we had no training programs--none of that. We had to put in world-class sales and service training programs. The thing is, I don’t want to be sold to when I walk into a store. I want to be welcomed. The job is to be a brilliant brand ambassador. Everybody is welcome. Don’t be judgmental whatsoever. Look them in the eyes. Welcome them. ‘How are you?’ Don’t sell! NO! Because that is a turnoff. So how do you hire all these amazing people and put them in a world-class retail setting and then say, ‘But you’re not allowed to sell’?! How do you put this whole digital team together and say, ‘But we are not doing any direct marketing to sell to you!’? The digital guys look at you like you’re nuts. But no, no, no, no, no. What we have wanted to do is build an amazing brand experience and an amazing way that people can engage with the brand. Then it will naturally happen. And then I don’t care where they buy. I only care that they buy the brand.”
Click to expand...
 
You must log in or register to reply here.
Register on MacRumors! This sidebar will go away, and you'll see fewer ads.
Top Bottom
Back